Funding announced at Calgary Stampede

The federal government is investing more than $4 million in Canada’s beef sector through the AgriMarketing Program under the Sustainable Canadian Agricultural Partnership.

Speaking at the Calgary Stampede, Agriculture and Agri-Food Minister Heath MacDonald announced up to $3.74 million over two years for Canada Beef and up to $300,000 over two years for the Canadian Cattle Association. The funding is intended to expand export opportunities, increase market diversification and strengthen international trade relationships.

MacDonald noted Canada currently exports beef to approximately 54 countries and emphasized the importance of continuing to diversify markets while maintaining strong relationships with existing trading partners.

The minister highlighted the economic significance of the cattle sector, noting farm cash receipts from cattle and calf sales reached $20.65 billion in 2025, with more than 40 per cent generated in Alberta. Canadian beef exports exceed $5 billion annually.

Canada Beef focused on market diversification

Eric Bienvenue, President of Canada Beef, welcomed the investment and said market diversification has never been more important for the industry.

The funding will support promotion of Canadian beef and veal in domestic and international markets, with particular emphasis on the Indo-Pacific region.

“This two-year, $3.7 million agreement lets us partner with the federal government to build and sustain loyalty to Canadian beef with consumers in every continent,” Bienvenue said. “Every government dollar works alongside producer checkoff investments, positioning our industry for long-term growth and high-opportunity markets.”

Bienvenue noted Canada exports nearly half of the beef it produces and said maximizing value in export markets adds significant returns throughout the supply chain.

According to Canada Beef, exporting cuts to markets where demand is strongest can add nearly $1,400 in value per animal. Bienvenue also noted Canadian beef exports generated more than $5.3 billion in sales during a record-setting year.

CCA emphasizes market access

Tyler Fulton, President of the Canadian Cattle Association, said the funding arrives at an important time as the industry manages geopolitical uncertainty, disease threats and weather-related risks.

Fulton described the current outlook for the cattle industry as among the strongest seen in decades, citing improved moisture conditions across much of Western Canada, strong consumer demand and historically strong cattle prices.

“In today’s environment, investment in ensuring and securing market access is critical for the resilience and the growth of the industry,” Fulton said. “We are in a growth phase.”

He pointed to a 2.5 per cent increase in Canada’s cow herd last year and expressed optimism that continued profitability and stable market access will encourage further expansion.

Southeast Asia a growing opportunity

When it comes to market development both Fulton and Bienvenue highlighted Southeast Asia as a key growth region.

Fulton identified Indonesia, Vietnam, South Korea and China as important opportunities for Canadian beef exports, while Bienvenue added Thailand and Malaysia to the list of markets Canada Beef hopes to develop.

The strategy includes boots on the ground, retailer partnerships, food-service promotion and consumer awareness campaigns designed to increase demand for Canadian beef in growing international markets.

The federal investment is intended to help the beef sector capitalize on growing global demand while supporting producer profitability, herd growth and long-term economic benefits for rural communities across Canada.