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The Western Producer - Intensions Consulting - Canada Beef


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On September 25, 2015, Intensions Consulting was quoted by The Western Producer in an article titled, 'Campaign set to ignite Canadian exports.' Written by Barbara Duckworth, the article explored our recent study of beef consumers, producers and processors.

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The Western Producer - Intensions Consulting - Canada Beef

  1. 1. BY BRIAN CROSS SASKATOON NEWSROOM Persistentlycool,wetweatherdur- ingthelastpartofAugustandthefirst twoweeksofSeptemberhasthrown anastycurveballatprairiefarmers whostillhavecropsinthefield. As of late last week, about 40 per- cent of total western Canadian acreagehadyettobeharvested. Most unharvested acres are in centralandnorthernSaskatchewan and northern Alberta, where wet weatherhascauseddelays. Inthoseregions,rainhaswashed awayrealistichopesthatyet-to-be- harvested cereals will qualify for topgrades. “It’s pretty frustrating,” said Jeff Mathieson, who farms between Humboldt and Watson in central Saskatchewan. “There’d be at least 75 percent of the crop still out in the field in our area(asofSept.16)andfieldcondi- tions are extremely wet.… These aren’t the worst conditions we’ve ever had, but this is probably the mostwaterwe’veeverhadinareas wherethereisgoodcroptoharvest.” Mathieson said low spots that produced above average yields on his farm are now sitting in at least 25centimetresofwater. Machines that have big rubber are still able to operate in the area, butharvestprogressisslowandthe number of abandoned acres is mounting. SERVING WESTERN CANADIAN FARM FAMILIES SINCE 1923 | W W W . P R O D U C E R . C O M THURSDAY, SEPTEMBER 24, 2015 VOL. 93 | NO. 39 | $4.25 SEE WET WEATHER, PAGE 3 » Return undeliverable Canadian addresses to: Box 2500, Stn. Main, Saskatoon, SK. S7K 2C4 SEPTEMBER 24, 2015 TheWesternProducerispublishedinSaskatoonbyWesternProducerPublications, whichisownedbyGVICCommunicationsCorp.Publisher:ShaunJessome PublicationsMailAgreementNo.40069240 uxhHEEJBy00001pzYv.:^ REDUCINGSPRAYDRIFT | P68 BY ROBERT ARNASON BRANDON BUREAU For most of the 1980s, the Pro- gressive Conservative party didn’thaveaprayerinthefederal ridingofYorkton-Melville. PC candidates in the elections of 1980, 1984 and 1988 garnered only 35 percent of the vote and finished a distant second behind NDPMPLorneNystrom. Two decades later, in the 2000s, thevotingpatterninnortheastern Saskatchewan swung extremely tothepoliticalright. Conservative MP Garry Breit- kreuzreceived63to68percentof the votes in the riding, winning elections in 2004, 2006 and 2008 without a bead of perspiration because NDP candidates only received19percentofthevote. A vote shift of more than 30 points in just 15 years is remark- able and represents a wider phe- nomenoninWesternCanada. In the 1970s, 1980s and early 1990s and reaching back to the 1930s, the NDP and other parties hadafightingchanceinruralrid- ings, particularly in Manitoba andSaskatchewan. However,inthelast20yearsthe Reform party, Canadian Alliance and the Conservatives have owned rural and agricultural regions in the West, coasting to victory with margins of 15,000 to 20,000votes. Jim Farney, a University of Regina political scientist, said Torydominationismorecompli- cated than voters moving collec- tivelytotheright. He said the Conservatives have takenadvantageoftheruralaffin- ityforpoliticalpopulism. ELECTION 2015 How the West was won Analysts say rural votes swing on populist principles, rather than left or right wing policies HARVEST Wet weather sets back harvest in Sask., Alta. Almost 40 percent of western crops are not harvested because of poor weather conditions SEE NDP, PAGE 4 » A reader tweeted this photo from his field near Saskatoon on Sept. 17. “Hello sunshine! Please stay a while so we can get going on this #harvest15!” FORMOREREADERPHOTOS,SEEPRODUCER. COM/2015/09/HARVEST-15-PHOTO-PROJECT/ | ROB MAKOWSKY PHOTO Experts predict rural voters will remain loyal to the Conservative party this election. | WILLIAM DEKAY PHOTO ILLUSTRATION
  2. 2. SEPTEMBER 24, 2015 | WWW.PRODUCER.COM | THE WESTERN PRODUCER72 THE SEARCH CONTINUES Ongoing research sheds new light on the causes of various horse ailments. Veterinarian Jamie Rothenburger gives an update. | Page 74 LIVESTOCK EDITOR: BARB GLEN | Ph: 403-942-2214 F: 403-942-2405 | E-MAIL: BARB.GLEN@PRODUCER.COM | TWITTER: @BARBGLEN LIVESTOCK BY BARBARA DUCKWORTH CALGARY BUREAU When Saskatchewan rancher JackHextallparticipatedinhisfirst trademissiontoAsia,hetookalong a photo album to show his hosts picturesofhishomeatGrenfell. He was pleasantly surprised when people showed a genuine interest and wanted to learn more about his home and how he pro- ducesbeef. “Theyreallywanttoconnectwith what you do. That really surprised me,” said the chair of Canada Beef Inc. “Asproducers,wearenotonesto go and say, ‘look at us.’ We stick to ourselvesandwedon’tdoanybrag- ging. We have a story to tell, and whatsurprisedmeispeoplewantto hearit.” Thatselfeffacingstylecouldbethe foundation of future Canada Beef promotion campaigns to build brandloyaltyaroundtheworld. Internationalpollingofconsum- ers, producers and processors in Canada, China, Mexico and Japan have found that potential custom- ers associate Canada with wide open spaces, a clean environment and nice people who follow the rules. Theremaybenegativeaspectsto eating beef, such as worries about fatortheeffectofcattleproduction on the environment, but those appear to be minor concerns among those surveyed, said Nick BlackofIntensions,aninternation- almarketingresearchcompany. “A focus on the positives is really what is driving consumers’ behav- ior and thinking,” he told Canada Beef’s annual forum in Calgary Sept.17-18. Thesurveyfoundthatthehighest weekly beef consumption was in MexicoandthelightestinJapan. TheChinesehadthemostpositive response. “They are even bigger fans of Canadian beef than Canadians. There is a huge untapped market potentialthere,”Blacksaid. Ranchers from Canada are thoughtofasbusy,dedicated,hon- est,ethicalandtrustworthypeople. The beef was considered a high quality, tasty product raised in a cleanenvironment. “You guys have a lot of trust out thereinpeople’sminds,”hesaid. Canadaneedstocapitalizeonthat goodopinionandbuildastory,said BillBakerofBB&Co.StrategicSto- rytelling. Customers need to think of the Canadian landscape as the ideal placeforraisingbeefbyhardwork- ing farmers in a well governed countrywithhighfoodsafetystan- dards. “Canada in many ways is the world’s perfect place for raising bee–f.Thatisafactthatweneedto startleveraging,”Bakersaid. “Thisisn’taboutchestbeatingor flagwaving,saying‘Canadianbeefis thebestbeefintheworld,’because thatwouldfeelkindofun-Canadian tosaythat.” The technical information about Canadian beef can still be used for certain customers who request it, but the brand needs to focus on goodimpressionsthatalreadyexist. “That admiration, that desire already exists. What Canada Beef needs to do is simply ignite it,” he said. Anewcampaigntobelaunchedin Januarywillbebasedonsuccessful projects already in place. Partner- shipswithKarismaResortsinMexi- co,whereCanadianbeefisfeatured on hotel menus, as well as a three year venture with the Canadian FootballLeaguewillcontinuewith moretocome,saidRobMeijer,head ofCanadaBeef. Canadian beef sales around the worldwereclosetorecordlevelslast year. Exportswereup14percentinvol- umeand46percentinvaluetotaling $1.94billion.Thisisthethirdlargest exportvalueonrecordfortheCana- dianindustry. Nearly25percentofexportswent offshore last year compared to 15 percentin2002. BEEF CONFERENCE CampaignsettoigniteCanadianexports BY BARBARA DUCKWORTH CALGARY BUREAU Canada Beef delegates have pro- posedincreasingthenationalbeef checkoff to $2.50 per head to fund nationalbeefprograms. A resolution to increase the cur- rent non-refundable levy from $1 to$2.50peranimalsoldwaspassed by delegates to the research, mar- ket development and promotion agency’s annual meeting in Cal- garySept.18. The money goes to the national agency to support beef promotion andresearch.Nomoneyisspenton lobbying or to fund the Canadian Cattlemen’sAssociation. Theproposalwillbeairedatpro- vincialmeetingsthisfall,butsome delegates warned there will be resistance from provinces such as OntarioandQuebec. The Beef Farmers of Ontario boardhasalreadyvotedagainstthe proposal, and grassroots produc- ers are likely to oppose it, said Bob GordanierofOntario. “Ourproducersaretellingusthey don’t feel they are getting value with(CanadaBeefInc.),”hesaid. However,moremoneyisneeded and an increase is almost a cer- tainty, said Canada Beef chair Jack HextallofSaskatchewan. The beef industry has to put up more money for promotion and researchifitexpectsgovernmentto providefurthersupport. “If industry is not there with sig- nificant dollars, you can’t expect government to be there with sig- nificant dollars,” Hextall said in an interview. CanadaBeefistheresultofamer- ger between the Beef Information CentreandtheCanadaBeefExport Federation. BIC and CBEF used to have a combined budget of $18 million from the checkoff and other sup- portprograms. “Wearedownthisyeartoaround $9to$10million,”saidHextall. With various funding programs drying up, the budget could fall to $8.5million. Canada Beef received $7.6 mil- lion in check-off revenue for the 2014-15fiscalyear,butthatfigureis expected to fall as the number of cattlesalesdecline. A second resolution was passed to disallow provinces from with- holding any part of the $1.50 in- creasefortheirowninitiatives. Theprovincessignedagreements when the new agency was formed that allowed them to hold back moneyback. British Columbia, Alberta and Saskatchewandonotwithholdany nationalcheck-offfunds,butsome provinces use the money to fund initiatives in which producers see directbenefit,saidGordanier. “Itisunfortunatewhenprovinces havearefundablecheckoff,”hesaid. “That refundable checkoff goes backintothepocketoftheindividu- althataskedforthemoney.” It could leave a province scram- blingforcashforlocalprograms. Canada Beef to launch new promotion next year, focusing on quality and taste Canada Beef Inc. is eager to satisfy “huge untapped market potential” in China. | BARBARA DUCKWORTH PHOTO BEEF CONFERENCE Group urges check-off hike for increased promotion, research BOB GORDANIER BEEF FARMERS OF ONTARIO