FOR IMMEDIATE RELEASE
Jim Clark, left, receives the Beef Industry Innovation and Sustainability Award from Agriculture and Agri-Food Canada Minister Lawrence MacAulay and Dennis Laycraft of the Canadian Cattlemen’s Association in Ottawa
March 10, 2016 – Ottawa, Ontario – Jim Clark, the Ontario Cattle Feeders’ Association and the Ontario Corn Fed Beef program have been named as the recipient of the Canadian Cattlemen Association’s 2016 Beef Industry Innovation and Sustainability Award. This award publicly recognizes individuals, industry stakeholders and value chain members for their outstanding commitment to the sustainability of Canada’s beef industry through innovation.
“Ontario Corn Fed Beef is a success story that could serve as a blueprint for branded programs across Canada that promote the Canadian Beef Advantage,” said Canadian Cattlemen’s Association (CCA) President Dave Solverson.
Solverson said the success of the Ontario Corn Fed Beef brand is also due to enhanced communication between the sectors and everyone in the value chain involved with the brand.
Ontario Corn Fed Beef quality grade and source specifications are certified by the Canadian Beef Grading Agency and ensure only beef with a grade of Canada AA or higher can qualify as Ontario Corn Fed Beef product. Ontario Corn Fed Beef partners with Ontario meat processors who share the vision of branded beef produced in accordance with defined quality standards.
Managed by the Ontario Cattle Feeders’ Association, the Ontario Corn Fed Beef program has grown into the largest producer-owned branded beef program in Canada, providing high quality beef for consumers and value for producers. The Ontario Corn Fed Beef program utilizes cattle fed a specified corn-based ration on Ontario feeding operations using animals sourced from across Canada.
The program communicates the core attributes of the Canadian Beef Advantage as part of the Ontario Corn Fed Beef brand promise to promote the benefits of choosing Canadian beef from farm to fork. The value proposition includes good production practices, environmental stewardship, beef quality as well as Canada’s national animal health and food safety system, creating consumer awareness.
Today, Ontario Corn Fed Beef is featured in more than 360 grocery and retail outlets across Ontario, and distributed to fine restaurants through major restaurant and food service providers.
The brand recently expanded into Japan with product featured in more than 40 stores in Osaka, and is also making significant inroads as Canada Corn Fed Beef into the United Arab Emirates, Saudi Arabia and is expanding into additional GCC countries.
Since its introduction into the marketplace in 2001, Ontario Corn Fed Beef has provided consumers with consistently high-quality beef products. This consistent quality is made possible through the dedicated efforts of over 500 Ontario cattle feeders who are registered under the program.
“This award is great recognition for our producers and the OCFB brand,” says Jim Clark, Executive Director, Ontario Cattle Feeders’ Association. “Consistent high quality beef produced with transparent and sustainable practices is core to our promise made to consumers at home and around the world, so it’s wonderful to have others in our industry celebrate that.”
Media Contact:
Heather Travis