Council priorities in 2010 include a Long Term International Strategy (LTIS) and the Purebred Risk Assessment (PBRA) Project. On behalf of its membership, CBBC Long Term International Strategy (LTIS) is implemented annually. It builds upon the historical, positive reputation of Canada and the genetics industry in the international community. The goals are to build awareness, achieve growth, capture value, leverage benefits (attributes) and achieve resilience through maintaining access and protecting capacity. With CBBC’s guidance and input, breed associations, exporters and sector service-providers develop strategic marketing plans based on the suitability of breeds in international markets. Activities include global-market intelligence gathering, setting of market access priorities, sponsorship of outbound activities, hosting of inbound study groups, development of collateral promotional items including a video and training programs.
The Producer Resources Project (formerly the Purebred Risk Assessment (PBRA) project) is an initiative of the CBBC designed to develop tools for purebred producers associated with the production and marketing of purebred beef genetics. The PBRA project was primarily funded by Agriculture and Agri-Food Canada under the Growing Forward initiative’s Private Sector Risk Management Partnerships (PSRMP). CBBC has also begun the development of an information portal to enhance the capture, utilization, and sharing of purebred beef cattle genetic, production, and sales information. The portal is being developed and implemented through partnerships with industry and government initiatives in order to link to, and collaborate with, other data sources within the beef value chain including the Canadian Beef Advantage (CBA) project that is being designed to collect packer and feedlot data, and is known as Beef Information Exchange System (BIXS). This aspect is funded through the Canadian Cattlemen Market Development Council (CCMDC).
The Canadian Beef Breeds Council (CBBC) represents the Canadian purebred cattle industry. Its members include national breed associations that in turn represent 10,000 producers of breeding stock. Associate CBBC members include exporters and service providers. The mandate of the CBBC includes: Animal health policy; Trade access and market development; Genetic improvement; Research and development; Education and extension.