About Us

Who We Are

The Beef Information Centre (BIC) is the beef market development division of the Canadian Cattlemen’s Association. BIC focuses on three key priority areas:

• Maximizing the total value realized by the industry through the optimization of carcass values through supporting the sale of key cuts into the highest value markets
• Expanding market size within key markets and market segments
• Building brand awareness of the Canadian Beef Advantage

BIC works closely with consumer and culinary audiences, health and nutrition professionals, retail, foodservice and processing trade partners, media, government and beef producer groups.

Structure: BIC is governed by a Committee of 13 elected beef producers. The BIC Committee represents the interests of over 90,000 beef producers across Canada. Provincial representation on this committee is based on the level of funding by that province. The BIC Committee sets the policy, strategic direction and budget of the Beef Information Centre and it is accountable to the 29-member board of elected directors of the Canadian Cattlemen's Association.

What We Do

To enhance the effectiveness of its efforts, BIC channels its market development programs to target those “gatekeepers” – retailers, processors, foodservice distributors and operators, health professionals and media – who have the most impact on how beef is merchandised, marketed and portrayed to the consumer.

Funding: The Beef Information Centre receives funding from beef producers through a beef check-off. The beef producer pays the check-off fee at the time the animal is sold. Additionally, BIC leverages check-off funding through government industry development funds and private industry partnerships for various programs and projects.

Mission & Vision

Mission: Maximize demand for Canadian beef and optimize the value of Canadian beef products. Vision: Our vision for a sustainable profitable beef industry is to have Canadian beef recognized as the most outstanding by domestic and export customers.