CANADIAN BISON INDUSTRY. November 2007

Transcription

1 CANADIAN BISON INDUSTRY November 2007 Terry Kremeniuk Executive Director Canadian Bison Association

2 TOPICS FOR TODAY Industry Trends International, Domestic, Local Marketing Membership/Bison Identification/ Grading Other

3 Bison Farm Numbers and Bison Population 1996, 2001, 2006 Number of Farms Number of Bison BC ,245 8,964 12,656 AB ,782 79,821 97,366 SK ,006 34,781 57,395 MB ,621 13,473 19,609 ON ,344 3,755 4,106 QB ,236 4,192 4,322 ATL n/a 4 5 n/a n/a 274 Total 745 1,887 1,898 45, , ,728

4 CANADIAN BISON POPULATION 250, , , ,000 50, Head

5 PRICES $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $0.00 Average price $/lb

6 CANADIAN BISON SLAUGHTER Federal & Provincial Plants 30,000 25,000 20,000 15,000 10,000 5, Federal Provincial Total

7 LIVE BISON TRADE Exports Imports

8 CANADIAN BISON DISPOSITION Live Bison Exports On Farm & Health Inspected Slaughter Provincially Inspected Slaughter Federally Inspected Slaughter

9 Canadian Bison Meat Exports Kg. 2,500,000 2,000,000 1,500,000 1,000, , US EU Other Total

10 EU BISON EXPORTS Kg Total EU

11 Bison Exports To EU Kg France 546, , , ,095 Germany 54, , , ,343 Netherlands 1,187 10,068 Luxembourg 1,397 3,283 Belgium 1,448 Italy 330 2,183 Denmark 179 1, UK 840 TOTAL 601, , ,558 1,003,270

12 Hurdles to EU Trade Expansion Tariff structure Cost of market development Treated in same manner as beef Keeping current with changing more rigid requirements Transportation costs

13 BISON SLAUGHTER INFRASTRUCTURE Larger Facilities 3 EU Registered 4 Federally Certified Smaller Facilities 6 Federally Certified Provincially Inspected Access to US Slaughter Facilities

14 Marketing Strategies International Markets Domestic Markets Local Markets

15 MARKETERS Bouvry Exports Canadian Prairie Bison Carmen Creek Gourmet Meats Grande Prairie Bison Northfork Bison Pitt Meadows Meats Canadian Rangeland Sunterra Winkler Meats XL Bison

16 Trends Global Trends Environment, Animal Welfare, Health, Natural, Organic, Food Safety No Hormone Additives, No Antibiotics, No Animal Protein Product Fit with Consumer Trends Industry Growth Driven by U.S., European, Canadian Markets

17 Not gamey gamey Bison Meat Flavourful, tender, lean meat alternative Sweeter, richer taste than beef Dense, high protein, low fat, high mineral content Higher concentrations of iron, zinc, and essential fatty acids

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19 International Markets Europe Love for Indigenous America/Natural Products Trade Shows/Marketer Support United States Culturally Similar/Growing Market Trade Shows/Market Access

20 INTERNATIONAL MARKETING Trade Shows Chicago, SIAL Montreal, Natural Products Expo East and West (Anaheim & Baltimore) Materials In English, French, & German Materials For Canadian Trade Offices Support to Marketers Who are Export Ready Canada Export Centre Research Partnering With NBA

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27 Domestic Markets Quebec, Ontario, BC/Vancouver Restaurants/Retail Outlets Support for Culinary Schools Chef Familiarization Sessions Television Culinary Programs Promotional Material

28 DOMESTIC MARKETING Support to Marketers Bison Sampling at shows Support to Culinary Schools & Meat Cutting Schools Development of Promotional Material Television Bison Cooking Two Series

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30 Domestic Availability COSTCO, Superstore Safeway/Sobey s/save s/save On On Foods Tony Roma s/casey s/casey s/la s/la Bell Province Many Restaurants in West & East Co op op in West Butcher Shops Farmers Markets and Farm Direct CBA Website Where to buy?

31 LOCAL MARKETS Trade Shows Bison Sampling at Events Promotional Materials Articles Price Surveys Bison Market Information

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35 Producer Information Membership Marketing Fees Bison Identification Grading Smoke Signals/Bison Link Conventions & Field Days

36 CBA MEMBERSHIP TOTAL US ATL QBU OBA MBA SBA BPA PCBA BCBA

37 Tracking & Tracing Bison Bison Identification Premises Registration Animal Movement Value Added Activities

38 CCIA Data Base Statistics Tags Sold Annually 50,000 Premises Registered 194 Bison Age Verified 3,497 Age Verified By Province BC 395 AB 1,523 SK 1,263 MB 316

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40 64% $70,212 $194,560 48,640 Total 54% $800 $1, QB 67% $640 $1, ON 75% $4,600 $18,560 4,640 MB 65% $21,000 $60,160 15,040 SK 64% $34,972 $97,880 24,470 AB 43% $8,200 $14,280 3,570 BC % Retention Marketing Fee Returned Marketing Fee Collected Tag Sales Province Tag Sales /Marketing Fees

41 Federally Slaughtered Bison Graded Ungraded Male Female Jan Oct ,714 6,834 12,756 4,560 Jan Oct ,825 8,747 11,835 5,773

42 Preliminary Bison Grading Results Grade A B C D Prior to Change % After Change %

43 2008 Priorities Strategies to Grow North American Industry Harmonization of trade regulations Support NBA in Amenable Species Issue EU Trade Issues Traceability/Bison Registry/On Farm Food Safety Focus on Production Grow Membership

44 Synthesis North American Industry is growing Increased public awareness of bison products domestically and internationally Bison meat compatible with consumer trends and focus on healthy eating European and U.S. markets is important to Canadian producers Profitability a concern Additional Investment required for growth

45 Questions