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.
