Interim Report

Manitoba Grass Fed Beef Value – Chain

Market Development and Coordination

ARDI #______

Summary of Project Activity Report

2008-2009

The MFC consists of twelve board members representing Manitoba forage producers and the multiple facets in the Manitoba forage industry, including the Manitoba Dairy Producers, Manitoba Cattle Producers Association, Manitoba Forage Seed Association, University of Manitoba, Agriculture and Agri-Food Canada, and Manitoba Agriculture and Food. In 2008 The Manitoba Forage Council (MFC) continued to develop the forage finished beef industry in Manitoba. The objectives of this project are to:

  1. Continue market development activities (develop retailer relationships, in-store demonstrations, product promotions).
  2. Continue the development of marketing materials.
  3. Coordinated logistics for getting products to marketplace.

The section below highlights the activities that have taken place under the three objectives.

Market Development:

  • A total of 52 sales calls were made, 14 restaurants/hotels/specialty stores that were each given samples of beef. Discussions continue with larger suppliers to further the group’s agenda on a larger scale: 2 Retailers, 2 chain restaurants, 1 local high school, 3 post-secondary.
  • Discussions with Red River on incorporating into curriculum 09/10 school year; meat cutting, chef’s training; discussions underway to formalize an agreement and steady supply of about 3 carcasses per month.
  • Contacted other potential partnerships: Bee Maid Honey; Saskatoon Growers.
  • Included product at a chef’s table at MFPA Christmas, December 2008.
  • Initial discussions with the following publications: Ciao, Chatelaine, Canadian Living, and these television/radio: Shaw, City Breakfast, CBC Radio, CJOB radio, CKY TV.
  • Spring airing arranged pending product commercialization and availability: Shaw, City Breakfast.
  • Events: March 22 Forks Local Cuisine project; April 19 Fashion Brunch Fundraiser (Thoughtful Touch store & Winnipeg Harvest); May 9 Sobey’s food display (provided product available—patties); June ?? St. Paul’s high school golf tournament (need to confirm details).
  • Developed preliminary agreement with Big Buffalo Resort in Falcon Lake for freezer and supply of beef May-September 2009. Likely full carcass equivalent mostly steaks and gourmet patties; volume and cuts needs to be finalized.
  • Worked towards building ties in the community: Red River College, Agape Table, schools, churches.

Promotional Materials:

  • Further enhancements made to web-site including adding a shopping cart and as soon as bank account open and linked, can facilitate on-line ordering (week of March 9); other enhancements include wording revisions; need to update protocols and events which is underway.
  • Currently re-working promotional materials.
  • Developed a business card used for general sales calls.
  • Developed a fridge magnet for distribution (cooking tips).

Logistical Coordination:

  • Research conducted on other jurisdictions; held conversations with Todd C. about flow of product, marketing model, and opportunities for Manitoba GFB.
  • Roles identified a bit more and proposed to organize sub-committees similar to MFC efforts.
  • Strengthened executive communication and involvement; one executive member change.

Activities continue for the 2009/10 year.

Personnel:

The program is managed by the Glenn Friesen (MAFRI) and Havixbeck Consulting.

Equipment:

No equipment was purchased, leased or rented with ADRI funds for the 2008/09 season.

ARDI Acknowledgement:

ARDI’s contribution to this project was acknowledged at the initiation of the project, and will be again at the completion. In addition,ARDI’s contribution was acknowledged at various extension meetings where the Forage Finished Beef concept was discussed.

Project Public Information Materials:

  • Tent cards, book marks, fridge magnets discussing the attributes of forage finished beef.
  • Manitobagrassfedbeef.ca

Intellectual Property:

There is potential for the commercialization of intellectual property arising from this project. Therefore, the Manitoba Grass Fed Beef Producers Association (c/o Manitoba Forage Council) would like to negotiate confidentiality of the intellectual property collected from this project.

Appendix A:

The Bookmark developed The website: