The Value of Information / Canadian Beef Advantage Program

“You can’t manage what you don’t measure.”

An old adage, but one that continues to ring true for the beef industry according to Brad Wildeman of the Canadian Cattlemen’s Association. This industry faces unique challenges that contribute to it lagging behind many other agricultural sectors in terms of advancement. Some of the reasons for this include: the segmented nature of the beef industry, selection/culling being more of an “art” than “science,” the impact of environmental factors on management practices, a lack of measurement criteria and poor information flow among segments.

Wildeman made note of new opportunities available that have the potential to improve the current situation, such as DNA genotyping for identification and rapid reproduction of genetically superior stock, and electronic/Internet transfer of data increasing the availability of information to more stakeholders.

Several Canadian industry organizations have joined forces to create the Canadian Beef Advantage program to better market the strengths of Canadian beef in the international marketplace. Canadian product has advantages in animal health and beef safety, genetics, identification, age verification, quality and consistency.

The program will create a central database for information on cow/calf management, performance and health, DNA genotypes, grading and customer intelligence.

For Canadian beef industry partners, the program will provide a means for improved information/feedback sharing and process verification, as well as tools for value-added trade opportunities. Canadian Beef Advantage is going to be built on the principles of:
• Industry control
• Market driven
• Development at the speed of technology
• Producer control of mandatory regulations

The results of this program will be information movement among industry segments; more defined breeding, feeding and marketing strategies; improved overall herd quality.