Transcript CBEF International Marketing Seminar

Overview of the
Alberta Livestock and Meat Agency
Dr. Kee Jim
CBEF International Marketing Seminar
Overview
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Industry Vision
Agency Mission
Governance
Core Business
Action Priorities
CBEF International Marketing Seminar
Industry Vision
An internationally respected, competitive
and profitable livestock and meat industry.
CBEF International Marketing Seminar
Agency Mission
Act as a catalyst to achieve an
internationally respected, competitive and
profitable Alberta livestock and meat
industry
CBEF International Marketing Seminar
Governance
1. Board
2. Advisory Committees
CBEF International Marketing Seminar
Board
The Agency is governed by a Board, the Chair of
which reports to the Minister of Agriculture and
Rural Development (ARD). The Board has
established the following committees:
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Executive
Audit/Corporate
Program and Services
Government and Human Resources
Market Access Sub-Committee
CBEF International Marketing Seminar
Advisory Committees
In order that the Agency’s Board and Management
receive the ongoing input and advice of the
livestock and meat industry, several industry
advisory committees have been created. The
committees will report to the Board through the
Programs and Services Committee of the Board:
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Cattle Producer Advisory Committee
Beef Processing Advisory Committee
Pork Value Chain Advisory Committee
Diversified Livestock Advisory Committee
Innovation and Value-added Committee
CBEF International Marketing Seminar
Core Businesses
Market Development
Alberta
Livestock and
Meat Agency
Innovation
Supply Chain
Development
Industry Capacity & Capability
Development
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Market Development
Support effective market development by
directing resources to market development
and differentiation, market diversification,
and market information and research.
CBEF International Marketing Seminar
Supply Chain Development
Create the framework and infrastructure to
strengthen and enhance the supply chain
while fostering customer-focused value
chain development to capture added value
in target markets.
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Innovation
Align and direct Alberta government funded
livestock innovation programs including
research and development with the
Livestock and Meat Strategy and focus more
resources on technology transfer and
commercialization.
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Industry Capacity & Capability
Development
Encourage and invest in industry capacity &
capability development by supporting skills
and leadership development, new business
model creation, education and training
programs, and industry transition.
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Action Priorities
1. Corporate Development
2. Communication and Engagement
3. Market Access
4. International Market Development Program
5. Value-Added Market Development Program
6. Research and Development Program
7. Industry Development Program
8. On-Farm Technology Adaptation Program
CBEF International Marketing Seminar
Corporate Development
Establish the Alberta Livestock and Meat Agency
as an operating entity that delivers its mission and
carry out its core business.
– Establish appropriate governance and management
practices and performance expectations.
– Build the human resource and operating infrastructure,
policies and procedures to enable ALMA to operate
effectively and efficiently.
– The Alberta Livestock Industry Development Fund
(ALIDF) and the Diversified Livestock Fund of Alberta
(DLFOA) was successfully integrated into ALMA in April
2009.
CBEF International Marketing Seminar
Communication & Engagement
Execute a short-term communication and
engagement strategy that builds understanding,
industry commitment and support for the
implementation of the Alberta Livestock and Meat
Strategy priorities.
– Implemented a six-month engagement plan, in concert
with ARD, to create focus and build shared understanding
of the Strategy and ALMA’s role.
– Information meetings with other provinces.
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Market Access
– Formation of Market Access Committee.
– The Market Access Committee monitors,
advises, identifies risks and barriers, advocates
and responds to issues of market access.
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International Market
Development Program
• A total of $6 million is available for the
2009/2010 fiscal year.
• The program is designed to stimulate expansion
and diversification of export markets for the
Alberta livestock and meat industry by:
– accelerating expansion of market shares in exports
markets;
– assisting industry associations and Alberta
businesses to conduct international market
assessments and customer research; and
– complementing funding for the development of value
chains and supply chains.
CBEF International Marketing Seminar
Value-Added Market
Development Program
• A total of $2 million is available for the 2009/2010
fiscal year.
• The program is designed to stimulate expansion
and diversification of the domestic market for
Alberta livestock and meat products by:
– assisting industry associations and Alberta businesses
to conduct market assessments and customer research
which lead to identification and diversification of
markets; and
– complementing funding for the development of value
chains and supply chains.
CBEF International Marketing Seminar
Research & Development Program
• A total of $12 million is available for the
2009/2010 fiscal year.
• This program is designed to enable both basic
and applied research initiatives complementary
to ALMA marketing, differentiation and cost
reduction priorities by:
– aligning research and funding with Alberta Livestock
and Meat Strategy (ALMS) priorities to improve
profitability of the livestock and meat industry;
CBEF International Marketing Seminar
Research & Development
Program
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– identifying solutions to industry challenges such as
risk mitigation (including animal care, environmental
management, animal health, etc), cost reduction, and
product differentiation;
– increasing knowledge base;
– creating an adaptive livestock and meat industry that
optimizes production systems to deliver focused
market driven products;
– complementing funding from the Industry Innovation
and Adaptation Program, and
– focusing on Animal health and food safety, improving
production practices, Alberta Feed Grains Centre of
Excellence, and differentiation at the producer and
processor level.
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Industry Development Program
• A total of $5 million is available for the
2009/2010 fiscal year.
• This program is designed to help the livestock
and meat industry achieve long term
competitiveness by:
– improving our market position through innovative
communications and consumer awareness initiatives;
– strengthening and increasing public confidence in
Alberta’s livestock and meat products;
CBEF International Marketing Seminar
Industry Development Program
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– improving supply chain relations through partnerships
that engage consumers;
– developing education and health partnerships;
– strengthening industry’s knowledge and leadership
capability; and
– enhancing the competitive position of Alberta’s meat
and livestock sector.
CBEF International Marketing Seminar
On-Farm Technology Adaptation
Program
• A total of $5 million is available for the 2009/2010 fiscal
year.
• This program is designed to stimulate the adoption of
leading edge research developments that impact cost
competitiveness and support the Alberta Livestock and
Meat Strategy (ALMS) by:
– accelerating the investment in technologies that significantly
impact production costs, productivity, food safety, animal welfare
and environmental sustainability of Alberta’s livestock industry;
– increasing sales of meat products;
– encouraging new private sector capital investment in Alberta;
– enhancing Alberta’s competitive position in the meat and
livestock sectors; and
– being complementary to the Research and Development
Program.
CBEF International Marketing Seminar
CBEF International Marketing Seminar