Inside the Canadian Beef Centre of Excellence

Deciding to lead the development and execution of the Canadian Beef Centre of Excellence was Marty Carpenter’s next move. With previous experience opening restaurants across Canada – he opened 62 Grabba Jabba locations across Canada, Marty’s skillset and expertise were the perfect match for such a challenge. He knew the ins and outs of the restaurant construction phase and was previously involved in international relations, leading him to realize the benefits of building on Canada’s beef industry. Since Canadian beef is considered some of the best in the world – due to our high quality standards, Marty saw an opportunity to highlight this offering with a particular interest in showcasing Alberta’s cattle scene.

The Canadian Beef Centre of Excellence facility opened on February 28, 2015 in NE Calgary, the heart of Canadian beef country. Calgary was chosen as the location of choice due its proximity to Canada’s largest meat packers, world class cattle ranches, and feeding operations. As a centre representing the nation, Marty’s vision was big and included connecting to the beef value chain, expanding reach beyond boxed meat and welcoming international representatives to view the quality of Canadian beef.

The establishment of the Canadian Beef Centre of Excellence enables Canada Beef to further build Canadian beef brand loyalty with key customers in emerging and international markets. So far, the Centre has welcomed hundreds of guests, from international dignitaries & governments to global and local buyers. Marty provides a thorough rundown as to why Canadian beef has the reputation it does – the Centre also bring guests to tour some of the meat packing facilities and ranches – demonstrating the high quality conducted from farm to table. With a state of the art and technologically-advanced commercial kitchen, the Centre is able to share knowledge about beef and innovation to the international community, providing real time educational seminars if requested. If you are on a tour, ask nicely and maybe they will cook you up a steak….   

As a leader of innovation in the beef industry, Canada’s efforts to continuously improve within this industry is incredible. The Beef InfoXchange System (BIXS), a Canadian-developed technology advancement made to effectively address quality issues, is an example of how committed Canada’s beef industry is to finding better ways to improve beef quality within the region. Currently, BIXS is unique to the Canadian market and was developed solely to capture and exchange economically beneficial individual animal data. 

Since Canada is the 8th largest exporter of beef in the world, Marty states the biggest challenge is maintaining supply levels in relation to demand. A two-year beef production cycle helps mitigate the risk of running low on supply, allowing the Canadian Beef Centre of Excellence to accommodate their most interested customers – China, Japan, Taiwan, the Middle East, parts of Europe and the United States. With 318,000 metric tonnes of Canadian beef exported in 2014, the Canadian Beef Centre of Excellence is important in positioning Canada as a leader in the beef industry and thus a supplier of choice to global and local markets. Building on a home base allows connections to flourish among clients, fueling the need for Canadian beef globally. Overall, the Canadian Beef Centre of Excellence is vital in encouraging innovation and improving practices within Canada’s beef sector.

The Canadian Beef Centre of Excellence offers a wide array of services and programming – including meetings and interaction space, the consumer demonstration and test kitchen, the demonstration theatre and more!

Visit Canadian Beef Centre of Excellence for more information on booking your event, customized to suit your needs. Canada Beef is a producer and government invested global agency which is the catalyst to align the beef and veal industry with select global partners to ensure mutual success through brand, marketing and business development. Canada Beef has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships. These efforts increase demand for Canadian beef and the value producers receive for their cattle. www.canadabeef.ca

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