Support for Canadian beef export market

Jul 09, 2024

Today, the Honourable Lawrence MacAulay, Minister of Agriculture and Agri-Food, announced an investment of more than $6 million in two beef and cattle organizations through the AgriMarketing Program, an initiative under the Sustainable Canadian Agricultural Partnership.

The investment aims to drive the growth of Canada’s beef industry through promotional activities that increase awareness and demand for Canadian beef in existing and new markets.

Canada Beef is receiving up to $5,865,110 and the Canadian Cattle Association is receiving up to $453,364. The two projects incorporate promotional activities such as advertising campaigns, incoming and outgoing trade missions, technical training, and educational seminars.

Increasing trade in foreign markets will boost economic activity in Canada and positively impact farmers and businesses at all levels of the supply chain.

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Video: World Without Cows - Official Trailer

In World Without Cows, journalists Michelle Michael and Brandon Whitworth take viewers on a global journey to explore the essential role of cattle in agriculture, food systems, and rural economies. Through interviews with farmers, ranchers, and environmental scientists, the documentary challenges the growing wave of misinformation surrounding cattle and climate change.

Prompted by the rise of unscientific narratives that paint livestock in a negative light, Michael and Whitworth set out to tell a more balanced story—one rooted in evidence and lived experience. The film highlights the cultural significance of cows, their contribution to global nutrition, and the innovations within the industry aimed at reducing environmental impact.

World Without Cows is a compelling reminder of the complexity and importance of livestock in a sustainable future.

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