Canada Brand helps global consumers recognize Canadian food and beverage products by providing a symbol of quality and promoting the diverse range of products Canada has to offer. (submitted photo/Agriculture and Agri-Food Canada)

By Alice McFarlane

Agriculture Roundup

Agriculture Roundup for Tuesday February 14, 2023

Feb 14, 2023 | 12:25 PM

MELFORT, Sask. – The Canada Brand is getting a refresh.

The program was launched in 2006 by Agriculture and Agri-Food Canada (AAFC) to help agri-food businesses and associations promote their products on a global scale.

AAFC minister Marie-Claude Bibeau said Canadian food products enjoy an excellent reputation internationally.

“This updated brand will be a powerful tool for our Canadian agriculture and agri-food exporters in highly competitive markets,” Bibeau said. “They are a powerful driver of our economy, and we will continue to help them unlock new markets and opportunities.”

The Canada Brand program offers members a new logo, modernized graphics and branded taglines. There is a revamped marketing toolbox with video content, animated graphics, GIFs and digital stickers.

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The program also has a refreshed marketing messaging, revitalized photo library, and a revamped portal for member registration and access to brand assets.

Export-ready companies can sign up for free for the Canada Brand program.

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The Canadian Roundtable for Sustainable Beef (CRSB) has partnered with Cargill to launch the Certification Recognition Credit.

Up to $400 will be provided for operations maintaining their CRSB Certification.

The pilot of this Cargill-funded credit will fill the gap for Canadian producers who have made the upfront investment of becoming CRSB Certified but did not receive at least $400 in financial return for qualifying cattle processed in 2022.

Cargill Sustainability Program Lead Jeffrey Fitzpatrick said they wanted to recognize the commitment of Canadian producers.

“Only in supporting programs like the CRSB Certified Sustainable Beef Framework will we be able to more accurately create and sustain the highest standard of sustainability practices across the Canadian beef supply chain,” Fitzpatrick said.

Ryan Beierbach is a beef producer from Whitewood, Sask. and the chair of the Canadian Roundtable for Sustainable Beef. He said it’s good the supply chain recognizes the ongoing efforts of producers.

“Realizing this credit is a pilot, the CRSB is working with Cargill and other industry supply chain partners and stakeholders to identify long-term resolutions to ensure qualification provides financial value and enduring benefit to producer participation,” Beierbach said.

Additional information on the new Certification Recognition Credit, as well as the existing Qualifying Cattle Credits, can be found on the Cargill website.

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Vancouver-based Ritchie Brothers Auctioneers wants to grow even larger but shareholders will have the final say on those plans.

Ritchie Brothers offered to buy automotive salvage firm I-A-A and shareholders of both companies vote on the proposal on March 14.

Ritchie Brothers, which keeps its books in US funds, has released preliminary results for its fourth quarter, which ended in December.

The tally shows a profit of between $42 and $45 million on expected total revenue of roughly $444 million while total revenue for all of 2022 is estimated at about $1.7 billion.

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alice.mcfarlane@pattisonmedia.com

On Twitter: @farmnewsNOW