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Vision for Ontario Beef Industry Will Help Shape Future

The Ontario Cattlemen’s Association (OCA) is pleased to announce the launch of a venture that will help establish a 10-year plan for the province’s beef industry. The objective of the project is “to formulate a vision of where the Ontario beef industry will be by 2015….so that as an organization, OCA can assume a vital role in improving the long-term competitiveness of its members”.

Formulation of that vision will include a situational analysis of where the beef industry is today and the priority issues which face the industry. Consultations will involve all segments of the beef industry supply chain, including focus groups with producers through to processors and retailers.

“We have spent the last three years working and reacting within a critically fragile trade environment,” says Isabel Dopta, OCA Policy Advisor. “Finally the Ontario beef industry has a little room to breathe and is in a position to play an active role in defining its own future. OCA has secured the resources and the right team for this project.”

To provide guidance with the project, OCA has commissioned the JRG Consulting Group and its consortium members including: Alan Beswick; Jim Dalrymple; Charles Gracey; Dr. Ron Usborne, GJA Communications; and Strategic Research Associates. Also, an advisory committee is being formed that represents the complete beef industry supply chain, from genetics through to retail to provide insight and advice to the project team.

The team will unveil the formulated vision of where the beef industry will be by 2015 at the OCA annual general meeting in February 2007. The vision will indicate proposed roles for OCA regarding sustainability and competitiveness. A symposium is planned to receive industry feedback on the findings.

The formulated vision, associated strategies, and feedback received will be considered by the OCA Board of Directors. The agreed upon actions are intended to become part of OCA strategic direction and the OCA business plan.

Producers and beef industry stakeholders are also invited to provide their input directly to the consulting team by identifying the key issues and factors that will affect the beef industry over the next 10 years – these can include the areas of marketing, market information, marketplace issues, production, and regulations.

“The consulting team looks forward to obtaining the input and perspective of the beef industry on the direction for the future positioning of the Ontario beef industry,” says John Groenewegen of JRG Consulting Group, in conclusion.

Elements of a vision statement that producers would like to see in the formulated vision may be submitted to the team by emailing the team leader, Dr. John Groenewegen. Interim reports, including the situational analysis will be posted on the OCA Web site at www.cattle.guelph.on.ca.

This project is funded by the Canada - Ontario Research and Development (CORD) IV Program.
 
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For more information, contact:
 
Isabel Dopta
OCA Policy Advisor
(519) 824-0334
isabel@cattle.guelph.on.ca 

Dr. John Groenewegen
JRG Consulting Group
(519) 836-1860
john@jrgconsulting.com