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AAC: Minister Mitchell Announces $50 Million for Aggressive Marketing Campaign for Canadian Beef
OTTAWA, ONTARIO, Mar 10, 2005 (CCNMatthews via COMTEX) -- Agriculture and Agri-Food Minister Andy Mitchell today announced a $50 million contribution to the Canadian Cattlemen Association's Legacy Fund to help launch an aggressive marketing campaign to reclaim and expand markets for Canadian beef.
The fund will support the market development activities of the Canada Beef Export Federation, the Beef Information Centre and the Canadian Beef Breeds Council.
"The uncertainty created by the closure of many borders, including that of the United States to Canadian live cattle, makes it imperative that we accelerate our efforts to regain and expand our markets," said Minister Mitchell. "Through the Legacy Fund, the industry and governments will work together to launch an aggressive marketing campaign to increase exports and reduce our reliance on any one single market."
The contribution responds to a request by the Canadian Cattlemen's Association (CCA) for governments to jointly support a 10-year market development fund, the Legacy Fund.
The marketing campaign is expected to generate more demand for the increased slaughter capacity that is being developed through Canada's Repositioning the Livestock Industry Strategy, announced on Sept. 10, 2004. The Strategy is helping ensure the viability of the sector by increasing domestic slaughter capacity, by providing financial support to the sector as that capacity comes on line and by increasing effort to access international markets.
Another priority for the Government is increasing slaughter capacity in Canada. Farm Credit Canada (FCC) will be the first of what is expected to be a number of lenders to deliver one of the strategy's key programs, the Ruminant Loan Loss Reserve Program. With additional funding of $17.1 million announced for the program in the recent federal budget, a total of $54.6 million is available in the reserve to support loans for building and expanding small and medium-sized ruminant slaughter and processing facilities that will increase Canada's slaughter capacity.
At their March 3 meeting in Ottawa, federal, provincial and territorial ministers of agriculture vowed to continue their efforts to normalize trade between Canada and the United States, and to increase access to other international markets. They also agreed to maintain the current set-aside programs under the Repositioning Strategy and to monitor the situation so that measures continue to respond to industry needs.
"We will continue to make every effort to get the American border re-opened for live ruminants but we are also stepping up our efforts to reposition our industry so that it can thrive whether that particular border is opened or closed," said Minister Mitchell. "Continuing to meet the needs of producers through this difficult period is a key priority for the Government. Our best position is a united one and we will continue to work with industry and governments on next steps."
The Government of Canada remains committed to the expansion of foreign markets while supporting the domestic marketing initiatives of all producers.
OTTAWA, ONTARIO, Mar 10, 2005 (CCNMatthews via COMTEX) -- Agriculture and Agri-Food Minister Andy Mitchell today announced a $50 million contribution to the Canadian Cattlemen Association's Legacy Fund to help launch an aggressive marketing campaign to reclaim and expand markets for Canadian beef.
The fund will support the market development activities of the Canada Beef Export Federation, the Beef Information Centre and the Canadian Beef Breeds Council.
"The uncertainty created by the closure of many borders, including that of the United States to Canadian live cattle, makes it imperative that we accelerate our efforts to regain and expand our markets," said Minister Mitchell. "Through the Legacy Fund, the industry and governments will work together to launch an aggressive marketing campaign to increase exports and reduce our reliance on any one single market."
The contribution responds to a request by the Canadian Cattlemen's Association (CCA) for governments to jointly support a 10-year market development fund, the Legacy Fund.
The marketing campaign is expected to generate more demand for the increased slaughter capacity that is being developed through Canada's Repositioning the Livestock Industry Strategy, announced on Sept. 10, 2004. The Strategy is helping ensure the viability of the sector by increasing domestic slaughter capacity, by providing financial support to the sector as that capacity comes on line and by increasing effort to access international markets.
Another priority for the Government is increasing slaughter capacity in Canada. Farm Credit Canada (FCC) will be the first of what is expected to be a number of lenders to deliver one of the strategy's key programs, the Ruminant Loan Loss Reserve Program. With additional funding of $17.1 million announced for the program in the recent federal budget, a total of $54.6 million is available in the reserve to support loans for building and expanding small and medium-sized ruminant slaughter and processing facilities that will increase Canada's slaughter capacity.
At their March 3 meeting in Ottawa, federal, provincial and territorial ministers of agriculture vowed to continue their efforts to normalize trade between Canada and the United States, and to increase access to other international markets. They also agreed to maintain the current set-aside programs under the Repositioning Strategy and to monitor the situation so that measures continue to respond to industry needs.
"We will continue to make every effort to get the American border re-opened for live ruminants but we are also stepping up our efforts to reposition our industry so that it can thrive whether that particular border is opened or closed," said Minister Mitchell. "Continuing to meet the needs of producers through this difficult period is a key priority for the Government. Our best position is a united one and we will continue to work with industry and governments on next steps."
The Government of Canada remains committed to the expansion of foreign markets while supporting the domestic marketing initiatives of all producers.
