What Canada Beef does

Canada Beef is the national, producer-funded marketing and market development organization for Canadian beef, operating as a non-profit division of the Canadian Beef Cattle Research, Market Development and Promotion Agency. It was formed in July 2011 through the merger of the Beef Information Centre, the Canada Beef Export Federation, and the National Check-Off Agency. The organization is funded by a mandatory producer check-off collected on each head of cattle sold in Canada, import levies on all imported beef and beef products, and federal AgriMarketing grants (including up to $5.86M over 2023-2026). It serves five primary stakeholder groups: Canadian consumers, international markets (retailers and foodservice operators in Mexico, China, Taiwan, Japan, South Korea, Southeast Asia, and the Middle East), domestic retailers, domestic foodservice operators, and the 60,000 Canadian beef farms and ranches that finance it.

Its core product is a multi-platform digital ecosystem anchored by the Canadian Beef Information Gateway (cdnbeef.ca) — a B2B/B2C portal — supplemented by ThinkBeef.ca (consumer nutrition), cdnbeefperforms.ca (trade and retail resources), the Canadian Beef Centre of Excellence (culinary training facility in Calgary), the Make It Beef Club consumer newsletter, the Canada Beef Performs stakeholder e-newsletter, a 211-page tested recipe database, and educational resources such as Cuts By Colour and Cooking Know How. Marketing campaigns include the maple-leaf-branded "Pick the Beef with the Leaf" and "Eat Like a Canadian" initiatives, the Maddie & Kiki farmer video series, and the Cows on the Planet podcast. Five registered trademarks (CANADA BEEF, GOODNESS IN EVERY BITE, MAKE IT BEEF CLUB, PICK THE BEEF WITH THE LEAF, LET'S TALK ABOUT BEEF) protect the brand.

Canada Beef does not sell beef directly; it generates demand for Canadian beef through consumer marketing, trade and retail programs, foodservice engagement, and international market development. Distribution of the underlying product (Canadian beef) flows through domestic grocery retailers (including Costco Canada), domestic restaurants and hotels, and export channels in nine-plus countries served via wholly-owned regional offices in Mexico (Monterrey area), China (Shanghai), Taiwan (Taipei), and Japan (Tokyo) plus contractor representation in Southeast Asia and the Middle East. Pricing is not applicable as a marketing organization: consumer and trade resources are provided free of charge, and the organization's own "revenue" is a function of check-off collections, import levy receipts, and government grant inflows rather than commercial sales.

Name

Canada Beef

Legal name

Canadian Beef Cattle Research, Market Development and Promotion Agency o/a Canada Beef

Website

https://canadabeef.ca

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Canada Beef is the national, producer-funded non-profit marketing organization for Canadian beef, funded by mandatory cattle check-offs, import levies, and federal grants. It operates a multi-platform digital ecosystem (Gateway, ThinkBeef, Centre of Excellence) and international offices in Mexico, China, Taiwan, and Japan to drive domestic demand and export market development.

Ownership category

akta.pro rank

Product category

Agricultural Marketing Services

NAICS

Cattle Ranching and Farming (1121)

SIC

Meat Packing Plants (2011)

akta.pro primary industry

Beef Processing & Packing (AFAKALAA)

akta.pro secondary industry

Beef Cattle Grazing & Pasture-Based Operations (AFAEABAG)

Keywords

• Beef marketing services
• Producer-funded promotion
• Culinary training programs
• Beef nutrition education
• Export market development

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Producer Check-Off Funding: Canada Beef is funded through the Canadian Beef Cattle Check-Off, a mandatory levy paid by beef producers on each head of cattle sold. The Canadian Beef Check-Off Agency collects and invests these dollars into research, market development, and promotion programs.
2. Import Levies: Import levy funds are collected on all beef and beef products imported into Canada, collected by the Canadian Beef Check-Off Agency and used to fund ThinkBeef.ca and related programs.
3. Government Grants (AgriMarketing Program): Funding from Agriculture and Agri-Food Canada's AgriMarketing Program under the Sustainable Canadian Agricultural Partnership (up to $5.86M over 2023-2026) and previous Canadian Agricultural Partnership funding ($3.6M in 2022) for global marketing and promotion of Canadian beef and veal exports.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

Canada Beef is the producer-funded, non-profit marketing organization that promotes Canadian beef domestically and internationally on behalf of approximately 60,000 Canadian beef farms and ranches. It delivers marketing, promotion, research, and education services through digital platforms (Canadian Beef Information Gateway, ThinkBeef.ca), culinary training facilities (Canadian Beef Centre of Excellence), consumer and trade resources, and export market development programs in Mexico, China, Taiwan, Japan, and other international markets. The organization does not sell beef directly; it funds and coordinates activities that build demand for and trust in Canadian beef.

Product overview

Canada Beef operates as a marketing organization for Canadian beef, offering a multi-platform portfolio of consumer-facing digital services, educational resources, and promotional campaigns. The core offering centers on the Canadian Beef Information Gateway (cdnbeef.ca), a comprehensive platform for the beef industry, complemented by the Canadian Beef Centre of Excellence for culinary training. Additional products include ThinkBeef.ca for nutrition information, the Make It Beef Club newsletter subscription service, the Canada Beef Performs e-newsletter for market updates, and the Pick the Beef with the Leaf consumer campaign. Educational resources include the Cooking Know How platform, Cuts By Colour guide, Recipes Database, Nutrition Resources, and Facts and Resources hub. The Canadian Beef Marketing Library provides creative assets, while the Meet the Farmer campaign connects consumers with producers.

Differentiator

Problem solved

Functional benefit

Brands

• Canadian Beef Information Gateway: Online platform dedicated to supporting the future growth of the Canadian cattle industry and beef eating experience for customers in Canada and worldwide.
• ThinkBeef.ca
• cdnbeefperforms.ca
• Make It Beef Club
• Pick the Beef with the Leaf

Products and services

• Canadian Beef Information Gateway A comprehensive digital platform providing resources for retailers, foodservice operators, and consumers to support the future growth of the Canadian cattle industry and an outstanding beef eating experience for customers in Canada and around the world.
• Canadian Beef Centre of Excellence A facility and program dedicated to creating opportunity and competitiveness for Canadian beef globally through engaging clients across Canada and around the world to build understanding of the Canadian beef brand and drive demand.
• ThinkBeef.ca A dedicated website focused on spreading the word about the taste, nutrition, and goodness of beef, funded by import levy fees collected on all beef and beef products imported into Canada.
• Cooking Know How A comprehensive cooking education platform providing videos, recipes, tips, and tutorials on various beef cooking methods including grilling, ground beef, burgers, pan searing, pot roast, smoking, rotisserie, oven roast, stewing, broiling, marinating, and simmering.
• Canada Beef Resources A collection of free resources including recipe booklets, beef cuts posters, folded beef cuts charts, and educational materials about beef nutrition, cooking, and purchasing.
• Pick the Beef with the Leaf Consumer Campaign A consumer marketing campaign featuring farmer and rancher videos, Maddie & Kiki content, recipes, and the Make the Most of Beef initiative to help consumers identify and make the most of authentic Canadian beef products.
• Recipes Database A comprehensive recipe collection developed, tested, and tasted by Canada Beef food professionals, featuring roasts, ground beef, casseroles, BBQ, steaks, and kid-friendly options.
• Nutrition Resources Health and nutrition information including position papers, fact sheets, and research on the role of beef in Canadian diets, with resources on nutrients of concern, healthy plate guidance, and cook smart strategies.
• Cuts By Colour An educational resource featuring colour-coded guidance on where main beef cuts are located, their descriptions, tenderness levels, and recommended cooking methods.
• Facts and Resources Portal A facts and resources hub covering beef quality and grading, cattle feeds and breeds, food safety, animal care, health and wellness, and Canadian beef cattle and environment topics.
• Meet the Farmer A campaign featuring profiles of Canadian beef farmers and ranchers, including women producers, to connect consumers with the people who raise Canadian beef.

Quantifiable outcome

• Improved carbon footprint compared to 2014 baseline
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• Canadian Beef Check-Off AgencycoreStrategic or Co-development PartnerManages and administers the Canadian Beef Cattle Check-Off, investing check-off dollars into research, market development and promotion programs that deliver measurable value to the Canadian beef industry.
• Canadian Cattle Association (CCA)coreStrategic or Co-development PartnerNational voice of Canada's 60,000 beef farms and feedlots, founded by producers and led by a producer-elected board, addressing issues that concern Canada's beef producers.
• Beef Cattle Research CouncilmajorStrategic or Co-development PartnerCritical to long-term strategy for improving technology transfer and knowledge dissemination within the Canadian beef cattle industry.
• Canadian Roundtable for Sustainable Beef (CRSB)majorStrategic or Co-development PartnerGlobal leader in continuous improvement and sustainability of the beef value chain through science, multi-stakeholder engagement, communication and collaboration.
• ThinkBeef.camajorChannel Partner/ Reseller/ DistributorConsumer nutrition education platform funded by import levy fees, dedicated to spreading the word about the taste, nutrition and goodness of beef.
• Canadian Beef Centre of ExcellencecoreImplementation/ SI/ Consulting PartnerCulinary education and training facility creating opportunity and competitiveness for Canadian beef globally through engaging clients across Canada and around the world.
• Canada Beef Marketing LibraryminorChannel Partner/ Reseller/ DistributorMarketing resource library designed to inspire and assist in telling a powerful Canadian beef story, containing creative examples, visuals, images and artwork.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bord Bia (Irish Food Board): Irish state agency promoting Irish food, drink, and horticulture exports, with particular emphasis on meat and dairy. Although broader than Canada Beef, it shares the publicly-funded, export-development mandate and runs comparable consumer/retail/foodservice programs.
• AHDB (Agriculture and Horticulture Development Board): UK statutory levy board funded by producer and processor levies across beef, lamb, pork, dairy, and crops. Comparable to Canada Beef in the levy-funded, non-profit commodity-marketing model and in its mix of domestic promotion, export development, and consumer education.
• Meat & Livestock Australia: Australian producer-funded marketing and research body for beef, sheepmeat, and goat. Direct peer to Canada Beef — both are non-profit, levy-funded organizations that run consumer marketing, foodservice training, and export development for their respective national beef categories.
• National Cattlemen's Beef Association: US contractor to the Beef Check-Off Program, executing consumer advertising, retail/foodservice programs, and producer communications for American beef. Shares the check-off-funded promotion and producer-representation mandate with Canada Beef.
• Beef + Lamb New Zealand: New Zealand producer board funded by levies on beef, sheep, and deer, focused on market development, trade policy, and farmer-facing research. Closely comparable to Canada Beef in funding model, mandate, and international market development focus.
• US Meat Export Federation: US non-profit trade association that promotes American red meat exports through international marketing, consumer education, and trade servicing. Operates in the same export-development space as Canada Beef with the same Asia/Latin America market emphasis, making it a direct functional peer.

Broad incumbents

• JBS: World's largest meat processor with global beef, pork, and poultry operations. A broad incumbent in the Canadian beef value chain that Canada Beef ultimately supports; not a direct marketing-board peer but a critical counterpart whose trade flows Canada Beef's programs help shape.
• Tyson Foods: One of the largest US-based protein processors, with retail-branded beef and prepared foods serving the same North American consumer and foodservice segments Canada Beef targets. Broad incumbent in the protein value chain, not a direct marketing-board peer.
• Cargill Protein & Food Safety: Global agribusiness with major North American beef processing operations and a long-standing Canadian beef supply chain presence. Broad incumbent in the same value chain Canada Beef promotes, with overlapping technical-services expertise.

Regional players

• Brazilian Beef Exporters Association (ABIEC): Brazilian beef industry association representing exporters and producers. Comparable in producer-representation and export-promotion mandate to Canada Beef, but focused on the Brazilian beef value chain in South America rather than the Canadian value chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/canadianbeef
• YouTubeyoutube.com/channel/UCUeFUcePSLdC3LJSDjFe3Og
• Facebookfacebook.com/LoveCDNBeef
• Instagraminstagram.com/lovecdnbeef
• Pinterestpinterest.ca/canadianbeef

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canada Beef