By Kevin Rothwell

B.C. cattle producers launch beef branding program

Nov 5, 2020 | 2:36 PM

WESTWOLD, B.C. – A new company formed by B.C. cattle ranchers has a lease agreement with the federally inspected KML meat packing plant in Westwold to launch its “Genuine B.C. Beef” brand.

The move comes after research by the B.C. Cattlemen’s Association found that 82 per cent of B.C. consumers would definitely, or probably, buy B.C. branded meat.

B.C. Beef Producers Inc. (BCBP) will process cull cows for high grade, ground products initially, with an eye to also processing fed cattle as the brand becomes established. The cattle would have to be verified raised in B.C.

Fifty-five per cent of beef, chicken and pork sold in B.C. is ground meat.

“The ink is just drying on the contract and we should have possession by mid-month,” Kevin Boone, general manager of the B.C. Cattlemen’s Association told Vernon Matters. “We want to make sure we have the supply up front, so it could be two or three months before consumers start to see branded product.”

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BCBP will be marketing “Genuine B.C. Beef” products through selected food service distributors, retailers, and local markets as well as targeted regional restaurant chains. Producers would receive market value for their animals and share in any potential profit from the program.

The BCBP indicates there are a number of advantages to producers:

Promotion of a quality B.C. branded product
Reduced stress and shrink
No sales fee at sales yard
Potentially reduced trucking costs as cull cows would otherwise go to Alberta or Washington
Availability of carcass quality information on processed cows
Value of involvement in a “gate to plate” venture.

On the animal welfare side, all necessary provisions are being taken to ensure best practises are followed.

Many previous attempts at producer owned co-operatives have failed due to supply issues.

“This model is unique because the producer share guarantees supply, or the share is forfeited,” Boone said. “This gives the producer the chance to be the middleman, and share in any of the profits the plant makes, and anyone can take part from 10 cattle to 10,000.”

“One of the key things here is, while this is producer owned, the plant operation will be run by a meat industry expert,” Boone said. “We are very fortunate that Mark Ishoy retired to the area and had a keen interest in the project.”

Ishoy, the former president of Eastern Meat Solutions Inc. and the Sierra Group of Companies in Ontario, was appointed chief operating officer to oversee the set up of the new B.C. Beef Producers Inc. project.

Approximately 4,086 cattle ranches operate in B.C. making up five per cent of Canada’s national cow herd.