Strategic Action Plan

PEI Cattle Producers Launch their Strategic Action Plan

Defining and pursuing a new future. That’s both the name and goal of the action plan for the beef industry. After years of hardship resulting from low prices, Island beef producers want a change. During 2009, the P.E.I. Cattle Producers underwent a strategic review.

Dynamic Outcomes Consultants was hired to complete the task. Led by Alan Miller, the company held producer meetings across the Island. After the initial findings were compiled, a committee was formed that worked diligently over the summer to draft a vision statement, a set of goals, strategies and a series of actions steps and measurements to complete the plan.

Their work was reviewed during a strategy wrap-up session held in September. During this final session, invited guests included: Paul MacInnis, a brand specialist from Ontario; Jeanne Cruikshank, Canadian Council of Grocery Distributors; Brian Douglas, Deputy Minister of Agriculture; Shane Murphy, Atlantic Beef Products Inc.; John Colwill, Atlantic Beef Producer Cooperative; and Heath Coles, Agriculture and Agri-Food Canada. It was a productive day, beginning with a presentation from Mr. MacInnis and continuing with various breakout sessions.

On October 8th, members of the PEICP board and the Strategic Planning Committee met to review the final draft. They carefully evaluated every aspect of the plan and reached consensus the report was accurate and complete.

Although the five strategies listed below seem vague, it is out of necessity. There is no way to capture in five short sentences what we hope to accomplish. It is only after reviewing the entire plan that one can appreciate its complexity. These strategies are broken down into detailed steps for action, and are summarized here:

• Building value chains connecting producers with consumers locally and globally through branded beef products
• Improving production practices and lowering the cost base to improve competitiveness
• Investing in, and directing research and development to continually improve our Maritime cattle and beef products
• Collaborating, cooperating, coordinating and communicating as a regional industry and as a regional industry with our government partners. This is critical to the industry’s future and has been coined “The 4 C’s Strategy”
• Generating pride in our industry

All members of the PEICP Board and the Strategic Planning Committee were so satisfied with the plan that they signed a “Commitment to Implement” letter found at the beginning of the document. We hope our members will agree that if we are successful in implementing this plan, we will be on the road to sustainability and perhaps even profitability. During upcoming District Meetings of the PEI Cattle Producers, the Board will present the plan in greater detail.

The PEICP Board would like to thank all those who contributed in any way especially producers, the staff at Dynamic Outcomes, and the PEI Dept of Agriculture and the PEI ADAPT Council for their valuable financial contributions. Your help and support was very much appreciated.

Explaining Age Verification

The benefits of Age Verification include premiums for certain markets; reducing the costs of Over Thirty Month (OTM) aged cattle at slaughter; traceability and herd management through the use of the Canadian Cattle Identification (CCIA) website. We hope this article will help to illustrate one way producers can significantly reduce costs by reducing the number of older cattle they send to slaughter.

What is Age Verification? It is the association of animal birth date data with an Animal Identification Number. With the ever increasing demand for accurate age determination in Canadian cattle, the CCIA enhanced its national database to provide an internationally recognized Age Verification Process. This voluntary program enables producers to store information, should it be required by domestic or export markets.

Producers who do not have internet access can assign a third–party user to submit information. The PEI Cattle Producers has partnered with the Maritime Beef Testing Society, who will submit this information on behalf of producers.

What are some of the benefits of Age Verification? Until there is a pull from the market, there is limited benefit. However, market demands are developing and only those who have Age Verified their calves will be able to take advantage. For example, some producers in Ontario who finish cattle under twenty months of age are receiving a premium for a Japanese market. If a market demands beef from animals of a certain age, Age Verification is the only internationally recognized program that can verify this data.

If you have an animal whose second set of incisors have erupted through the gum line, it would be classified at a slaughter house as OTM. If you have a printed birth certificate showing the animal is younger, the document will prevail. That means the producer will not be penalized. At Atlantic Beef Products, the penalty for an OTM is .10/lb, or $92.50 on a 925 lb carcass. Remember that cattle can be Age Verified in birth date batches at no charge to producer. This may seem time consuming, but let’s say three animals out of a load of eight could be proven to be less than thirty months of age, even when their second set of incisors appear above the gum line. That’s a savings of $277.50.

Exact birthdates can be entered to individual CCIA tag numbers or a Calving Start Date associated with a tag range. After all data has been sent to the CCIA database, birth certificates can be printed off identifying the animal has been age verified. If you don’t have access to a computer you can record your tag numbers and corresponding birthdates and it can be submitted for you. Animals must be age verified by the herd of origin (cow/calf) in order to maintain the accuracy and integrity of the system. Feedlots cannot Age Verify calves they purchase elsewhere.