Foreign and domestic beef markets, How does the Canadian/Quebec product fit?

Transcription

1 Foreign and domestic beef markets, How does the Canadian/Quebec product fit?

2 «THE TIME HAS COME, TO GROW FORWARD!» Agenda Canada Beef Mandate Canadian Beef Advantage Quick market update Carcass value Canadian beef promo Conclusion 2

3 Vision Canadian brand loyalty provides growth and opportunity for the Canadian beef and veal industry Mission Strategically position the Canadian Beef Advantage to stimulate and sustain our premium global Canadian brand 3

4 Canada Beef is the global marketing organization representing Canada s 68,000 beef farmers and ranchers 4

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6 Canada Beef is funded primarily through a mandatory National Check off & various government funding initiatives The Dairy Herd is 11% of total Canadian cattle inventories. Beef production from the dairy herd is estimated to be 17% of the total. 6

7 Beef cattle producers have gained net economic benefits from investing check-off dollars in research and marketing activities. Canada s beef cattle check-off return on investment of 9:1 higher than Australia (5:1) $5 and the United States (5.5:1) $1 7

8 Canadian Beef Exports USA 72.7% Mexico 9.0% Hong Kong & Macau 7.9% Japan 4.8% Russia 1.8% Taiwan 0.1% Other 4.3% Source: Statistics Canada

9 Canada exports 45% of our beef production Canadian Beef exports are up 13 per cent in volume and 38 per cent in value from January to August 2014 and are projected to end the year up 10% in volume and up 34% in value. The US remain Canada s top market accounting for 70 per cent of total beef exports followed by Hong Kong and Macau (8.4%), Mexico (7.3%), Japan (5.7%) and Mainland China (2.4%). 9 Case in point is China. In 1978, China s meat consumption was one-third that of the U.S. Now, it is double that of the U.S.

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11 Canada Beef Our Wheelhouse 11 Calgary Mississauga San Pedro Garza Garcia, Mexico Home office in Montreal and Halifax Taipei, Taiwan Tokyo, Japan Shanghai, China Guangzhou, China

12 Strong Global Competition 12

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14 Breaking Down our Differentiators Differentiators Emotional Canadian Beef Brand Promise Technical Canadian Beef Advantage Natural Resources Commitment Reputation Genetics Meat Quality Food Safety 14

15 The Canadian Beef Advantage Quality - Internationally Recognized Genetics and Grain Finishing for Outstanding Eating Quality and Cutability Grading - National Grading Standards for Marbling, Color, Maturity, Muscling, Yield and Beef Texture. Safety - Mandatory HACCP Food Safety Systems meeting USDA Requirements. Identification - The First Mandatory National Cattle Identification System in North America 15

16 RFID: Cattle Tracking System Canadian beef takes the lead: Mandatory Cattle ID System for animal health and safe food supply Radio Frequency Identification Device tag technology Each animal can be traced back to birth farm Beef Information Exchange System for Quality 16

17 Canada has national standards for the humane handling, transport and processing of cattle Through an industry/government collaborative effort Canada has developed a National Code of Practise for Animal Care CFIA monitors and enforces federal standards for humane handling, transport and slaughter Maintaining animal welfare is an important responsibility and an essential contributor to high quality beef production 17

18 Canada has national standards for the humane handling, transport and processing of cattle Through an industry/government collaborative effort Canada has developed a National Code of Practise for Animal Care CFIA monitors and enforces federal standards for humane handling, transport and slaughter Maintaining animal welfare is an important responsibility and an essential contributor to high quality beef production 18

19 Canada is the second largest country in the world and has an abundance of fresh water and wide open spaces 19

20 When all required examinations have been completed the official grade stamp is applied The Canadian beef grade is your indication of high quality beef North America s most stringent grading standards by design 20

21 21 Canadian/US Grading Standards

22 Key account profiling 68 million lbs/ Canadian Beef 22

23 Canadian Retail landscape Canada is the largest and the most stable market for Canadian beef, representing 68% of domestic production. The Canadian are still showing willingness to pay higher price for Premium Canadian Beef In 2014, the index is projected to be up 4 6 per cent from a year ago as a result of the rapid growth in beef prices and moderate decline in per capita consumption. This shows that Canfax report that Canadian consumers remain supportive to the beef Market. 23

24 Canada Fresh Meat 52 weeks $ Sales ending June 28th 2014 (Nielsen Segment overview) REM FRESH MEAT; $ BEEF CUBES/SHANKS; $ BEEF KABOBS; $ BEEF ROULADEN; $ BEEF LIVER; $ EEF REM; $ BEEF ROAST; $ BEEF GRINDS; $ BEEF STEAK; $

25 Canadian Foodservice landscape (Technomics Data April 2014) Top performers of the Full Service chain has been Steak at 7.2% And for the Quick Service chain, Burger is still leading the growth at 5.8% Back in 2013, foodservice sales did grow 5% for the Top 200 chain representing Canada Top performers and reach total sales of $29.2Billion The Top Quick Service chain including Tim Hortons and McDonalds represented almost 74% of this total sales Tim Hortons with $6.1 Billion and McDonald with $4 Billion represented 1/3 of total sales from the top 200 Canadian Foodservice chain 25

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27 Stakeholder Communication 27

28 Global Market Intelligence 28

29 Community Social Network 29

30 30 Mexico China - Asia

31 Health & Nutrition 31

32 Social Network 32

33 Centre of Excellence 33

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35 US Distribution Centers across Reinhart Country

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37 A 1,300-pound, Yield Grade 3 steer yields 639 pounds of retail cuts from an 806-pound carcass. Of the retail cuts, 62% are roasts and steaks (396 pounds) and 38% are ground beef and stew meat (243 pounds).

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40 40 14 beef images in need of 14 recipes

41 Each and every day, Canadian beef is produced and delivered with pride and tradition. As exceptional as the land on which it is raised, Canadian beef is excellence without compromise. We will always do what is right. This is the Canadian beef promise. 41

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43 Canadian Beef is: PEOPLE 43

44 Canadian Beef is: PLACE 44

45 Canadian Beef is: PRODUCT 45

46 46 New fresher look at a Costco Canada partnership That included National distribution and a added QR code for on web reference

47 Major LTO promotion across Canada Having SUBWAY Restaurants incorporate Power & Fueling messages aligns with Canada Beef positioning of positive nutritional messaging regarding the Power of Canadian beef and athleticism. 47

48 Tim Hortons promotion across Canada On specific Tim TV network across point of sales covering Canada in both English and French add placement and POS promotion 48

49 Across Canada on Mainstream TV For a multi million promotion 49

50 Billboard creation and poster support into all major cities across Canada 50

51 Tim Hortons added Social Media support for more momentum around this promotion last year our limited-time Steak & Cheese Panini became our number one selling sandwich, said Tammy Martin, Vice President Marketing, Food and Merchandise, Tim Hortons. It was clear that we not only needed to bring back the original Steak & Cheese Panini for good, but also complement it with a bolder Chipotle option and seize the opportunity to introduce steak at breakfast. All three of these sandwiches are hearty meals that feature steak sourced from 100 per cent Canadian beef that will easily satisfy a steak lover s craving. 51

52 Trade collaboration at Canada Largest Foodservice show and with Sobeys Canada 52 Foodservice video

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