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Canada Beef
1. Trading Partnerships
and the
Canadian Cattle & Beef Industry
AMEG PRESENTATION
Mexico City, April 28, 2010
Ted Haney
President
Canada Beef Export Federation
2. ▀ Canada Beef Export Federation
Established in 1989 to expand and diversify export
sales of Canadian beef in the global marketplace
2
3. CBEF Membership represents approx. 95%
of Canada’s cattle and beef industry
Head
Head Mexico Hong Kong Shanghai
Office Mexico Hong Kong Shanghai
Office Office
Office Office
Office Office
Office
Calgary,
Calgary, Monterey, PRC
Alberta Monterey, PRC
Alberta Mexico
Mexico
Canada
Canada
Japan Office
Japan Office
Tokyo, Japan
Tokyo, Japan
Korea Office
Korea Office
Seoul, Korea
Seoul, Korea
CBEF Fast Facts
• Established in 1989
• 7 offices world wide Taiwan Office
Taiwan Office
• 23 Export Members Taipei, Taiwan
Taipei, Taiwan
• 11 Affiliate Members
• 11 Associate Members
• 7 Government
Members
3
7. Current 2009-2010 fiscal year:
Federation delivered over 500 individual
export development projects
Canadian beef and veal exporters have
attributed 41% of their total outside USA to
Federation programs and services.
7
12. Canadian Beef Herd Genetics
▀ Bos Indicus influence in southern
USA
▀ Studies completed in Australia and
USA found meat from Bos Indicus
less tender than from Bos Taurus
▀ Canada only has Bos Taurus
12
12
14. Dynamic Processing Sector
•Focus on international
competitiveness
•Positioned to serve our
clients’ needs – commodity
boxed beef to valued-added,
further processed products
•Processing capacity of 4.4
million head per year
14
15. ▀ Confidence of international clients in
Canadian beef is facilitating our steady
return to the marketplace
▀ Canada’s science-based food safety
systems and measures considered among
the best in the world
15
16. Canadian Food Inspection Agency (CFIA)
▀ Empowered by Government of
Canada under federal law to
safeguard Canada’s food supply and
animal health
▀ Monitors all establishments exporting
beef and beef product
▀ Authorized for administration and
enforcement of Canada’s Meat
Inspection Act under federal law
16
17. Canada’s Food Safety Systems
•Govern every
aspect of production
from importation of
livestock genetics &
safety systems at
the farm – to
slaughter
fabrication, packing
and shipping
17
18. Hazard Analysis and Critical Control Point
(HACCP) system
▀ Each establishment –
and each process of that
individual establishment
– is under supervision of
CFIA
▀ CFIA employs over 7,000
highly-trained
professionals, including
veterinarians, research
scientists and inspectors,
who operated from 600
field offices across
Canada.
18
19. ▀ Canada’s food safety system includes disease
control and prevention systems, which have
been developed over many years in accordance
with recommendations of the OIE.
19
20. The Canadian Cattle Identification System
Plays important role in
containment and eradication
of animal diseases through trace-
back capabilities
Enforced by federal law, requires
all cattle permanently leaving herd
of origin be tagged with RFID tag
Canada first country in North
America to have this system
20
21. The Canadian Cattle Identification System
• 2005 – database enhanced
to enable registration and
documentation of cattle birth
dates
• Provides effective and
internationally-recognized
Age-Verification Program
21
22. Canada’s Beef Grading System
▀ Regulated by Federal law
▀ Canadian Beef Grading Agency
accredited by CFIA to assign grades
in accordance with national
standards
▀ Canada A, Canada AA, Canada
AAA and Prime grades reserved for
high quality Canadian beef
▀ Each quality standard must be
satisfied
22
24. ▀ 2006 – Federation commissioned independent Beef
Quality Perceptions Survey (BQPS) in key markets
▀ Determine importance of individual beef quality attributes
to retail and food service leaders
▀ 734 participants in Japan, Korea, Taiwan, Hong Kong
and Macao and Mexico were interviewed
24
25. 94% agreed:
Grading standards designed to
consistently deliver beef with white/amber
fat, bright red meat color and firm muscle
texture would provide their company with
a quality advantage in the marketplace
THESE ARE THE ATTRIBUTES OF HIGH
QUALITY CANADIAN BEEF
Source: CBEF BQPA, BIC BQPA 25
26. 2009 Domestic Production & Consumption
Canada’s beef and dairy cow herd: 5.6 million head
Beef production: estimated 1.5 million tonnes
Domestic market
Requires production from about 3 million cows –
approx. 1 million tonnes
Canadian market not large enough to absorb beef
production from our 6-million-head national cow
herd
26
27. Deriving full value from international markets
Our success in creating commercially viable
access not only to Asia and Mexico but to
Europe, Russia, Middle East and South America
will determine eventual size of our industry
difference between an industry maintaining 6 million
cows – and one maintaining 3 million cows
27
28. Beef Export Premiums
▀ Commercially-viable access to major markets in
Asia and Mexico has the ability to add $85 per
head in value for beef derived from Under-30-
Month (U30M) cattle over what can be
generated in Canada.
▀ Further, these markets have the ability to add
$100 per head in value over what can be
generated for these same products in the US.
28
29. Increases in Fed Cattle Prices
▀ Expanded market access has direct
impact on fed cattle prices
▀ Recent CANFAX study indicates:
export market openings outside of US since
2004 have increased Canadian fed cattle
prices by $270 per head
increases in markets yet to open = $130 per
head
▀ Total value received & coming of
expanded market access outside of US:
$400 PER HEAD 29
31. Lowered expectations for 2015:
Our industry going to process 300,000
fewer tonnes of beef for export
Meaning 750,000 fewer head of cattle will be
processed in Canada
These extra cattle will either be exported to US;
or
Canada’s cow herd drops by 825,000 head
31
32. Canada is one of the top beef producing &
exporting nations
Top Beef Producing Nations 2008 Top Beef Exporting Nations 2008
USA 22.6%
EU 27 15.0%
Brazil 13.7% Brazil 22%
11.7% 20%
China Australia
Argentina 5.8% Canada 12% < Third Largest
USA 11%
India 5.2%
India 8%
Australia 4.0%
Argentina 6%
Mexico 3.1%
New Zealand 7%
Russia 3.1%
Uruguay 5%
Canada 2.4% < Tenth Largest EU 27 2%
New Zealand 1.2% Mexico 1%
Rest of the World 12.2% Rest of the World 7%
0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25%
% of Total Global Production % of Total Global Exports
32
Source: GIRA
33. Canada is the largest grain-fed beef exporter in
the world
Top Grain- and Grass-Fed Beef Exporters 2008
2500
Grain-Fed Exports Grass-Fed Exports
2000
1,762
1500 1,298
940
1000 876
526
464 440
500
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Key markets Key markets
North America, Japan & South Korea EU, Russia, S.E. Asia, Africa & Middle East
Note: *Assumes 30% of Australian exports
Are fed-beef. Source GIRA
33
34. Markets Open to Canadian Beef
▀ Pre-BSE – product exported to over 100
markets
▀ Currently – 72 markets effectively open
to Canadian beef
34
35. Comprehensive Market Access
16 Markets
• Bahrain
• Barbados
• Bermuda
• Cuba
• Colombia
• European Union (27)
• Jordan
• Macau
• Mongolia
• New Zealand
• Panama
• Philippines
• Russia
• St Pierre et Miquelon
• Switzerland
• USA
35
36. Countries which Accept U30M
Canadian Beef 19 Markets
• Antigua & Barbuda
• Russia
• Cayman Islands
• St. Kitts and Nevis
• Dominican Republic
• Saudi Arabia
• Egypt
• Taiwan
• El Salvador
• Thailand
• Guatemala
• Trinidad and Tobago
• Honduras
• Tunisia
• Lebanon
• United Arab Emirates
• Macedonia
• Vietnam
• Mexico
