THE CANADIAN BEEF INDUSTRY THE CANADIAN BEEF ADVANTAGE CANADIAN CATTLE PRODUCTION SYSTEM CANADIAN BEEF PROCESSING SYSTEM

Transcription

1 THE CANADIAN BEEF INDUSTRY THE CANADIAN BEEF ADVANTAGE CANADIAN CATTLE PRODUCTION SYSTEM CANADIAN BEEF PROCESSING SYSTEM

2 THE CANADIAN BEEF ADVANTAGE The Canadian Beef Industry Canada is one of the leading beef-producing nations in the world and the beef and cattle sector makes a significant contribution to the Canadian economy. There are nearly 90,000 cattle producers on farms and ranches across Canada. This production creates employment in related sectors such as processing, retail, food service and transportation. In total, the beef and cattle sector contributes more than $20 billion each year to the Canadian economy. The Canadian beef industry is firmly committed to growing demand for Canadian beef by meeting the expectations of our customers. More than 95% of Canadians surveyed would prefer to purchase beef that is produced on Canadian farms and ranches instead of beef imported from other countries. 1 Consumer preferences and the ongoing development of key production and meat quality attributes help define the Canadian Beef Advantage. Partners for Success Canada s Beef Information Centre is actively working with meat professionals in the distribution, food service, retail and processing sectors. Contact us to learn more about the Canadian Beef Advantage. Beef Information Centre: Eastern Canada Office Phone: (905) Fax: (905) Beef Information Centre: Western Canada Office Phone: (403) Fax: (403) info@canadianbeef.info 2 The Canadian Beef Industry

3 More than 95% of Canadians surveyed would prefer to purchase beef that is produced on Canadian farms and ranches instead of beef imported from other countries Commissioned survey research of 1,000 Canadians performed in 2008 by IPSOS Reid. The Canadian Beef Industry 3

4 CANADIAN CATTLE PRODUCTION SYSTEM The Canadian Agricultural Tradition Cattle production has been an essential part of the Canadian agricultural tradition for more than 300 years. Settlers coming to Canada in the 1600s relied on cattle for their meat, milk, and leather. Over time, production expanded and at present there are more than five million beef cows on 90,000 farms and ranches across Canada. Cattle Production in Canada The process of raising cattle for beef production begins on the cow-calf operation where breeding typically occurs in the summer, followed by birth of the calves the following spring. After weaning, calves are provided with feed, shelter and bedding throughout the Canadian winter. During this period, the snow and cold temperatures act as a natural barrier to disease. When animals reach a target weight of approximately 350 to 400 kgs they are fed a carefully formulated diet of grain in the feedlot. This promotes well-marbled, flavourful and tender meat with firm, white-coloured fat. The Canadian cattle industry maintains an ongoing effort to enhance beef quality through breed selection and genetic improvement programs. Approximately 10,000 Canadian cattle producers raise breeding stock, and Canada is internationally recognized as a supplier of livestock genetics. Animal Welfare Standards and Enforcement Canada's National Farm Animal Care Council has the responsibility for Codes of Practice for the care and handling of farm animals. The Code for beef cattle was developed through a collaborative effort which included Canadian cattle producers, veterinarians, regulators, and animal welfare advocates. The Canadian Food Inspection Agency enforces the standards in the federal Health of Animals Act for transportation of animals, and monitors the humane BEEF BREED SELECTION GENETIC IMPROVEMENT GRAIN-FED CATTLE PRODUCTION Canada's cooler weather does not limit the selection of breeds to those which can tolerate high heat conditions with potentially reduced carcass quality. The Canadian industry utilizes Bos taurus type genetics, which include Angus, Charolais, Hereford, Simmental and the Limousin breeds. Cross breeding is utilized to combine the best characteristics of several breeds into one animal. Canada produces more than 30 different breeds of cattle. Canadian breeding stock producers utilize tools such as real-time ultrasound to examine the rib-eye area, backfat and marbling levels in the live animal, which helps determine its genetic potential. Ultrasound measurements used to determine the area of the rib-eye are taken at the same site used for grading. In this way characteristics of the live animal are related to yield and quality attributes of the carcass. Canada is one of the largest grain producers in the world. In the western provinces, more than 80,000 farmers grow crops of barley and wheat. In Eastern Canada, the climate supports the growth of significant amounts of corn. Given the abundance of feed grains, Canada can supply beef produced from cattle fed diets containing barley and wheat, as well as producing corn-fed beef and veal. 4 The Canadian Beef Industry

5 Canada is committed to the prevention and control of cattle disease in accordance with World Organization for Animal Health standards. handling and slaughter of cattle in federally inspected establishments. Maintaining animal welfare is an important responsibility and an essential contributor to high quality beef production. In a recent survey of Canadian meat professionals, approximately 92% indicated they preferred to purchase beef from cattle that were raised, transported and slaughtered in accordance with defined standards for animal welfare. 1 Respecting the Natural Environment Cattle producers have always been respected by Canadians for their commitment to the land. Canada is the second largest country in the world and has an abundance of fresh water and wide open spaces. Often the land used for grazing by cattle is not well suited to other types of agriculture; cattle production allows this area to be used productively. For a cattle operation to be sustainable, soil and water quality must be closely monitored and maintained. Provincial and federal laws protect the natural environment and support the safety and wholesomeness of Canadian beef. Demonstrated Leadership in Animal Health The health of Canada s breeding herd is protected by strict controls on importation of livestock genetics. The Animal Health and Production Division of the Canadian Food Inspection Agency determines if importation of animals, embryos or semen will be permitted based on a detailed assessment, including a review of the exporting country s animal health status. Canada utilizes a national animal disease surveillance program to detect potentially emerging animal diseases and monitor the effectiveness of control programs. If disease is detected, the ability to rapidly and accurately identify the herd of origin of affected animals is supported by the National Cattle Identification System. This mandatory system is enforced under Canadian federal law and is the first of its type in North America. 1. Commissioned survey research performed in 2008 by Technomic Inc. of retail and food service meat professionals involved with beef purchasing. HACCP BASED PROGRAMS CATTLE ID PROGRAMS ANIMAL DISEASE SURVEILLANCE The Animal Nutrition Association of Canada has developed a comprehensive HACCP (Hazard Analysis Critical Control Point) system for animal feed production called FeedAssure. This program includes a requirement for independent audits of feed mills including production processes and record keeping. The Canadian Cattlemen's Association has also developed a HACCP based on-farm food safety program. The National Cattle Identification system is enforced under the authority of federal law. Each animal must have an ear tag approved by the Canadian Cattle Identification Agency when leaving its original herd. Canada s mandatory system utilizes radio frequency identification (RFID) ear tags and an Internet database to enable rapid and accurate animal identification. The Canadian Food Inspection Agency Animal Disease Surveillance Unit works to detect and respond to potentially emerging animal diseases. Through the formation of a nationwide network, the disease detection capabilities of Canada's veterinarians, and its provincial and university diagnostic laboratories are combined. Canada communicates the results of its surveillance for reportable diseases to the World Organization for Animal Health (OIE). The Canadian Beef Industry 5

6 CANADIAN BEEF PROCESSING SYSTEM Quality that Inspires Confidence The high quality of Canadian beef has been recognized by buyers in more than 100 countries around the world. Grading of beef carcasses is performed in accordance with strict national standards for attributes such as meat and fat colour, carcass muscling, texture (firmness), maturity and fat coverage. To assess marbling, a cross-section of the rib-eye muscle is evaluated for the amount, size and distribution of marbling deposits. Only certified graders employed by the Canadian Beef Grading Agency are permitted to assign grades on carcasses. To qualify for the Canada A, AA, AAA and Prime grades, each quality standard must be satisfied. A HACCP Food Safety System Canada s food safety systems for meat plants are based on the internationally recognized Hazard Analysis and Critical Control Point (HACCP) model. A complete HACCP system is mandatory for all federally inspected meat plants, and requires both prerequisite programs as well as HACCP plans. Prerequisite programs are general procedures or good manufacturing practices (GMPs) that enhance food safety for all meat production processes. HACCP plans build on the foundation provided by the prerequisite programs and are designed specifically for each production process. Products that Meet Your Needs Canada can supply beef produced from cattle finished on corn or barley/wheat based diets. Canadian beef suppliers offer a broad range of products which fit your business needs, including carcasses, boxed beef, offals, trim, portioned controlled product as well as processed/ value-added items. The ability to deliver the freshest meat products when you need them is a key aspect of the Canadian Beef Advantage. BRANDED PROGRAMS HIGH YIELD QUALITY GRADE STANDARDS More than 80% of Canadian retail meat professionals surveyed indicated they prefer to purchase beef produced under a branded program with defined standards for quality attributes including aging and marbling.* Recognizing the important contribution of branding to product differentiation, Canadian suppliers offer branded beef programs. The Canadian beef grading system and genetic improvement programs on-farm have targeted the development of high yielding carcasses. More than half of Canadian carcasses are assigned to the highest yield class following evaluation by certified graders. Carcasses with more lean and less fat can reduce labour costs and enhance value. To qualify for the Canada A, AA, AAA and Prime grades, each quality standard must be satisfied and any deficiency cannot be offset by other traits. Eating quality and the visual appearance of retail beef are among the most important factors influencing consumer purchases of roasts and steaks. A key function of the Canadian beef grading system is to assess related attributes such as meat and fat colour as well as marbling. 6 The Canadian Beef Industry

7 Build on the established preference for Canadian beef to grow your beef business. Build your Brand Branded beef programs can enhance value by providing defined attributes for quality and production parameters which distinguish branded product from commodity items. Canada's Beef Information Centre offers a variety of tools to assist in the development and promotion of branded beef. We offer financial support through our Partner's Program as well as expertise in areas such as marketing and supply chain development. We can also help you communicate the attributes from gate-to-plate which create the Canadian Beef Advantage. The new Canadian Beef logo is also available to partners who wish to leverage the established consumer preference for Canadian beef. Need More Information on Canadian Beef? Please complete the form on the next page and fax it to us to help us understand your business better. MANDATORY HACCP SYSTEMS MICROBIOLOGICAL CONTROLS PREFERRED BY BUYERS A complete HACCP system is mandatory for all federally inspected establishments. These systems include prerequisite programs, which are general procedures or good manufacturing practices (GMPs) that enhance food safety for all meat production processes. HACCP plans build on this foundation and are designed to control potential hazards for specific production processes. The development of rapid and increasingly sensitive E. coli O157:H7 culture methods have allowed the use of test-and-hold systems which reduce related product recalls. Canada s processors are utilizing antimicrobial treatments designed to inactivate bacteria which may be present on beef. These treatments include pasteurizing the surface of the carcass with steam or hot water, and the application of organic acid. More than 90% of retail and food service professionals surveyed indicated they preferred to purchase beef from cattle that were born, raised and slaughtered in Canada*. This preference reflects the high quality of Canadian beef and the recognized desire of Canadian consumers to support domestic producers. * Commissioned survey research performed in 2008 by Technomic Inc. of retail and food service meat professionals involved with beef purchasing. The Canadian Beef Industry 7

8 LEARN MORE ABOUT THE CANADIAN BEEF ADVANTAGE Canadian Beef Resources The publications below are available from the Beef Information Centre to provide you with further information about the safety and quality of Canadian beef. The Canadian Food Safety System An overview of Canada's interlocking controls for beef safety and animal health from gate-to-plate. The role of the CFIA and Canada's BSE prevention and control system are summarized. The Canadian Cattle Identification System This brochure provides information on Canada's national cattle identification and traceability system, the first mandatory cattle ID system in North America. Canadian Commercial Beef An introduction to Canadian beef produced from mature cattle, including purchasing specifications for cuts and trim as well as an overview of quality and safety controls. The Canadian Beef Grading System An overview of Canada's strict grading standards for beef quality attributes and the role of the Canadian Beef Grading Agency. The contribution of individual attributes to beef quality is summarized. Canadian Beef Merchandising Guide (laminated poster) The Beef Merchandising Guide is a laminated poster with clearly labelled photos and graphic representation of beef cuts and carcass locations, essential information for anyone working with beef. It is available in either retail or foodservice format. The retail version is also available as a poster or a handheld chart. Commercial Beef Utilization Guide (laminated poster) The Commercial Beef Utilization Guide provides an overview of the available commercial cuts and meat blocks produced from mature cattle. It also provides buyers with information on purchasing specifications. This fully illustrated chart relates commercial beef products to the carcass with a unique colour coding system. Visit us online for the most up-to-date information on Canadian Beef.

9 CANADIAN BEEF PRODUCT INFORMATION REQUEST We value your interest in Canadian beef. To enable us to best respond to your inquiry please answer the questions below: From what countries does your organization currently purchase beef? Canada Mexico Australia Uruguay Argentina Other None What types of product does your organization currently purchase? Offal Boxed Cuts (from the chuck, rib, plate, brisket, shin/shank, loin, or hip) Carcasses (quarters or halves) Trim Processed/Value-added Products Portion-controlled Cuts Other What volume of beef does your organization currently utilize per year? (Tonnes) Imported 0-99 T T 1,000-9,999 T 10,000-99,999 T 100,000 T + Domestic 0-99 T T 1,000-9,999 T 10,000-99,999 T 100,000 T + What types of Canadian beef products are you currently interested in purchasing? Which Canadian Beef Quality Grades? Prime AAA AA A Other D grades or ungraded beef from mature cattle (manufacturing or commercial beef) What type of refrigeration condition? Frozen Beef Fresh/Chilled Beef Both What is the maximum volume you would require per month? Are you interested in branded beef products? Yes No Where do you currently source beef? Packer Direct Local Distributor Processor Retail Case-ready Facility Is there anything else you would like us to know about your needs: Please provide your contact information below: Organization: Name: Title: Fax: Phone: Please fax this completed form to (403) Your request will be received by a member of our Trade Marketing Division.

10 THE CANADIAN BEEF INDUSTRY About Canada s Beef Information Centre The Beef Information Centre (BIC) is a division of the Canadian Cattlemen's Association. We are committed to establishing and growing strategic partnerships which maximize the value of Canadian beef for our valued clients. We offer a broad range of services designed to contribute to the continuing success of your beef business. Find out more about the Canadian Beef Advantage. Contact us: Beef Information Centre 2000 Argentia Road, Plaza 4, Suite 101 Mississauga, ON, Canada L5N 1W1 Tel: (905) Fax: (905) info@canadianbeef.info Beef Information Centre th Street NE, Suite 310 Calgary, AB, Canada T2E 7H7 Tel: (403) Fax: (403) # Printed in Canada