The decision is said to have been reached by the leadership of both organisations following the work undertaken by an advisory committee to analyse the benefits and costs of the CBBC joining CCA. “This increased alignment will result in positive impacts on the entire Canadian beef industry through increased collaboration, coordination, and expanded outreach efforts”, said the CCA. “Having CBBC as a division of CCA further unites our industry under one roof which will return more value to beef producers for their investment”, said Bob Lowe, President, CCA.

According to the CCA, the Canadian beef industry needs to work together to address challenges as they arise, such as the Covid-19 pandemic. “The biggest challenges may not come from within the agricultural sector, but from outside, and strong organisations with the capacity to deal with any situation are key to building and maintaining resiliency in the Canadian beef industry”, said the CCA.