The Canadian Cattle Association is fortunate to have been invited to participate in federal government trade missions as part of the agriculture delegation. The presence of ministers or the prime minister adds weight to trips, including facilitating government-to-government meetings. There are also opportunities for one-on-one conversations with ministers in less formal settings.
Trade missions provide networking opportunities not otherwise open to participating companies and organizations. They include business briefings by trade commissioners, senior officials and key local stakeholders; market overviews, roundtable discussions with industry representatives and experts; and site visits.
Travelling on a trade mission is a privilege I feel very fortunate to have had the opportunity to do, though itineraries are full, with little time for exploration. The focus is business, and participants are highly motivated. It’s intense and exhausting but also enjoyable. It’s rewarding to see global demand for Canadian beef and the cuts used in unique and inspiring ways.
“The types of products we export to Asia are products you would not normally see on your retail counters in Canada.”
— Dennis Laycraft, former CCA executive vice-president
CCA saw the positive effect of trade mission participation firsthand last year following the mission to Indonesia and Singapore, where our meeting with the minister was the catalyst required to address non-tariff trade barriers. The region already imports more than a quarter of Canada’s agricultural exports and is set to grow further. We welcomed the signing of the Indonesia-Canada Comprehensive Economic Partnership Agreement (CEPA) in October, following participation in a trade mission earlier in the year.
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CCA worked closely with the ministers of trade and agriculture and Canadian officials to secure strong market access for beef, including the immediate removal of tariffs on many products. Because of the advocacy with the Minister of Agriculture and Agri-Food, Heath MacDonald, and political pressure on Indonesia, we saw the expedition of our non-tariff barriers being removed, including halal certification for processors and removal of the four-month residency requirement.
We celebrate this trade mission participation for its swift and positive results, but that is quite rare. I’ve said before that advocacy is a long game requiring consistent and prolonged effort. Even participating in a trade mission can feel like a long game. Team Canada trade missions typically last one week, visiting multiple cities — sometimes in multiple countries — with an average of two days spent in each location before moving to the next step.
CCA representatives met with Agriculture and Agri-Food Minister Heath MacDonald in May 2025. From left: Nathan Phinney, Tyler Fulton, Heath MacDonald and Jennifer Babcock.
Photo:
Canadian Cattle Association
Last July, CCA participated in a trade mission to Singapore with Minister MacDonald. He saw firsthand the huge growth potential for Canadian beef in the region. CCA participation in events like these is critical to promote understanding of the need to regrow our national beef supply so Canadian cattle producers can capitalize on international demand for our products.
Our industry sometimes faces criticism for pursuing trade agreements with other countries. Last fall, former CCA executive vice-president Dennis Laycraft told the Standing Senate Committee on Agriculture and Forestry that export trade helps make food more affordable in Canada.
“That sounds counterintuitive, but the types of products we export to Asia are products you would not normally see on your retail counters in Canada. We are largely a steak and roast and ground beef market. They like short ribs, short plate, skirt meat, flanks, chuck rolls.”
CCA recently welcomed news that the residency requirement for Canadian cattle destined for South Korea has been lifted. This development was years in the making, and the recent trade mission was a small component of a constant advocacy push from CCA to the Government of Canada, our embassies in Korea and the U.S., and our partners in the U.S. to support the change.
Earlier this year, I participated in the Team Canada Trade Mission to Mexico. I was subject to some good-natured teasing about travelling to Mexico during a harsh Manitoba winter. We were en route back to Canada when violence broke out, and many tourists were temporarily stranded. It was very sobering and a good reminder about global uncertainty and risk.
Minister Dominic LeBlanc, who is responsible for Canada-U.S. trade, led what was the largest Canadian delegation to Mexico in 20 years. With the upcoming CUSMA review, CCA welcomed the opportunities to engage with ministers and parliamentarians throughout the week at various events. Minister LeBlanc told us he knew how important the Canada-U.S. relationship is for our sector.
While in Mexico, we met with our counterparts at Confederación Nacional de Organizaciones Ganaderas (CNOG) to discuss trade and domestic cattle policies in the context of CUSMA. We also met with representatives in the cattle genetics business who have been working closely with our consulate, provincial governments and key stakeholders in Canada. The official program also included site visits to grocery stores and markets that sell Canadian beef. There was a clear demand for more Canadian beef.
We know Canadian beef is in demand around the world. It is an honour and a privilege to represent Canadian cattle producers on trade missions and discuss how we can help get our product into these regions.
Tyler Fulton is president of the Canadian Cattle Association.