CBIN: If you build it, they will come

“A hog barn is a hog barn, wherever it is located. The animals are kept indoors in very stable conditions. That makes it easier to produce offspring for very precise consumer markets,” says Dave Sibbald, Interim Chair of the Canadian Beef Improvement Network (CBIN). “We’re looking to develop that same predictability and scale it throughout the beef industry so we can better match consumer expectations and make the industry stronger at the same time.”

Unless they work in or around the beef industry, it may not be crystal clear to Canadian consumers that the beef sector doesn’t function like the pork or chicken industries. 80% of Canadian beef is raised on the range, using grasslands from coast to coast that aren’t suitable to produce any other food. This has led to a wide genetic diversity needed to derive the best animal for each environment and management approach, and to specialize in certain products (for example, grass-fed, commodity beef, hamburger).

“The point is,” continues Sibbald, “that different genetics maximize value from different landscapes. It’s not that we lag pork and chicken in applying genetics but that we need to apply genetics more specifically. I believe genetics are the most untapped component of the value chain. If consumers want superior T-bones, we can deliver that—but we have to apply those genetics at the beginning of the value chain.”

Selling the idea to traditional, independent-minded producers (many of whom are multi-generation ranchers, still on their original homesteads) that they should modernize their approach and talk to other parts of the value chain to help them understand what motivates consumers isn’t easy. Genetics is a complex science, not easy to communicate well, and not cheap to implement. Uptake has been slow. CBIN is expected to make the difference, as we describe here.

The result will be a better-tasting, higher-quality product in which the consumer plays a big role. Because, as Sibbald says so eloquently: why produce it if it doesn’t have a market? Indeed, demand evolves constantly. It’s up to producers to meet it. For example, during the early days of the COVID-19 pandemic, secondary cuts were ground into hamburger. Now, they are sought-after.

“Beef is an exciting, diverse product,” says Sibbald. “So, let’s do more of the good—that is, produce more of what we know today’s consumers want, and deliver a tasty, nutritional eating experience.”

The beef industry has fed Canada for generations. We produce 1.5 million tonnes of beef every year. In 2019, we exported 410,000 tonnes of it, or 41% of production valued at $3.1 billion. Those high numbers, which represent jobs and wealth for our country, are only possible because we have a reputation for high-quality beef.

“CBIN is not about maintaining market share,” explains Sibbald. “It’s about growing it. The global market is highly competitive, so we need new initiatives to confirm our leadership and support the great beef message we already have. No other country has anything like CBIN—even though their beef industries are just as fragmented as ours. We have an opportunity to establish our uniqueness in the domestic and global markets.”

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