CANADIAN BISON INDUSTRY November 2007 Terry Kremeniuk Executive Director Canadian Bison Association
TOPICS FOR TODAY Industry Trends International, Domestic, Local Marketing Membership/Bison Identification/ Grading Other
Bison Farm Numbers and Bison Population 1996, 2001, 2006 Number of Farms Number of Bison 1996 2001 2006 1996 2001 2006 BC 57 98 121 6,245 8,964 12,656 AB 334 950 869 22,782 79,821 97,366 SK 175 562 597 7,006 34,781 57,395 MB 73 157 166 4,621 13,473 19,609 ON 46 58 71 2,344 3,755 4,106 QB 56 58 69 2,236 4,192 4,322 ATL n/a 4 5 n/a n/a 274 Total 745 1,887 1,898 45,235 144,950 195,728
CANADIAN BISON POPULATION 250,000 200,000 150,000 100,000 50,000 0 1996 2001 2006 2007 Head
PRICES $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $0.00 Average price $/lb 1996 1998 2000 2002 2004 2006
CANADIAN BISON SLAUGHTER Federal & Provincial Plants 30,000 25,000 20,000 15,000 10,000 5,000 0 2001 2002 2003 2004 2005 2006 2007 Federal Provincial Total
LIVE BISON TRADE 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 1998 2000 2002 2004 2006 Exports Imports
CANADIAN BISON DISPOSITION 45000 40000 35000 30000 25000 20000 15000 Live Bison Exports On Farm & Health Inspected Slaughter Provincially Inspected Slaughter 10000 5000 Federally Inspected Slaughter 0 2001 2002 2003 2004 2005 2006 2007
Canadian Bison Meat Exports Kg. 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 2003 2004 2005 2006 2007 US EU Other Total
EU BISON EXPORTS Kg. 2500 2000 1500 1000 500 0 2003 2004 2005 2006 2007 Total EU
Bison Exports To EU Kg. 2003 2004 2005 2006 France 546,437 490,290 653,666 559,095 Germany 54,668 104,436 169,562 428,343 Netherlands 1,187 10,068 Luxembourg 1,397 3,283 Belgium 1,448 Italy 330 2,183 Denmark 179 1,659 298 UK 840 TOTAL 601,284 601,257 823,558 1,003,270
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
BISON SLAUGHTER INFRASTRUCTURE Larger Facilities 3 EU Registered 4 Federally Certified Smaller Facilities 6 Federally Certified Provincially Inspected Access to US Slaughter Facilities
Marketing Strategies International Markets Domestic Markets Local Markets
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
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
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
International Markets Europe Love for Indigenous America/Natural Products Trade Shows/Marketer Support United States Culturally Similar/Growing Market Trade Shows/Market Access
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
Domestic Markets Quebec, Ontario, BC/Vancouver Restaurants/Retail Outlets Support for Culinary Schools Chef Familiarization Sessions Television Culinary Programs Promotional Material
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
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?
LOCAL MARKETS Trade Shows Bison Sampling at Events Promotional Materials Articles Price Surveys Bison Market Information
Producer Information Membership Marketing Fees Bison Identification Grading Smoke Signals/Bison Link Conventions & Field Days
CBA MEMBERSHIP 1328 1304 1357 1073 917 785 806 805 659 TOTAL 81 61 52 37 32 39 35 32 48 US 4 3 1 1 2 2 3 2 3 ATL 52 43 49 41 33 30 30 24 20 QBU 47 57 55 42 41 37 34 30 20 OBA 128 130 159 102 103 86 104 105 63 MBA 309 348 369 294 288 234 274 272 234 SBA 495 472 479 400 299 254 224 310 251 BPA 183 168 158 127 105 86 77 PCBA 29 22 35 29 14 17 25 30 20 BCBA 99 00 01 02 03 04 05 06 07
Tracking & Tracing Bison Bison Identification Premises Registration Animal Movement Value Added Activities
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
64% $70,212 $194,560 48,640 Total 54% $800 $1,720 430 QB 67% $640 $1,960 490 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
Federally Slaughtered Bison Graded Ungraded Male Female Jan Oct 2006 9,714 6,834 12,756 4,560 Jan Oct 2007 8,825 8,747 11,835 5,773
Preliminary Bison Grading Results Grade A B C D Prior to Change % 68 1 21 11 After Change % 80 5 0 15
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
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 www.canadianbison.ca
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