Probably the best thing about trading beef to other markets is that there are many products we don't eat here or that are of very low value, which are a high-value item in other markets. The way we take advantage of that is that we have an organization called Canada Beef, which markets around the world. Canada Beef has offices in different parts of the world that understand those markets and what the local people prefer. They work hand in hand with the retailers and the wholesalers. We also have a centre in Calgary that was set up really to bring international people in and show them how to prepare Canadian beef in the best way, so that when they do buy our beef they get the maximum value out of it.
On April 20th, 2016. See this statement in context.