CANADA - Beef farmers in Canada are in an 'enviable position' but pandering to the consumer is paramount if potential is going to be realised as future success.
Video Courtesy of Farm Credit Canada
Furthermore, cattle industry policy must have consumers at the heart of everything, otherwise they will head elsewhere for meat products in an ever changing market place.
This is the crux of an industry strategy pulled together following a tough review of the beef industry at the hands of the Canadian Agri-food Policy Institute (CAPI) in 2012.
Strategy author and CEO of agricultural communications organisation Adfarm, Kim McConnell, (above) has a mantra to 'keep your eye on the consumer', adding that the market place has changed from 'supply push' to 'demand pull'.
He sees Canada - producing 'way more' than it consumes - in a good position to develop its beef industry.
Stating opportunities such as McDonald's sustainable beef package is 'wonderful' Mr McConnell said he hoped its initiative can be embraced for the good of the cattle industry to get global policy working for Canadian producers.
He explained that the industry acknowledges cattlemen as ready for initiatives to lead the way and champion their high quality produce.