2022/23 BUSINESS PLAN - Canadian Beef Cattle Check-Off

driven by domestic slaughter. Steer carcass weights are historically large, averaging 919 lbs in 2021, up 2 lbs from 2020. Domestic beef production is projected to be up 7.7% to 1.41 million tonnes and live slaughter exports are projected to be down 11.7% to 0.17 million tonnes. With more cattle being slaughtered in Canada there is increased availability for beef exports. Year to date (November), Canadian beef exports were up 22% in volume and 39% in value with increases to all major markets: the United States ( 15%), Japan ( 38%), mainland China ( 99%), South Korea ( 130%), Mexico (74%) and Southeast Asia (excluding Taiwan) ( 130%). Strong domestic and international demand supported beef prices with the US boxed beef composite price up 8% from 2020 in 2021. 2022 MARKET OUTLOOK With La Nina expected to persist throughout the year, moisture conditions will be a primary driver of production in 2022. Higher fertilizer and feed grain prices, strong beef demand, inflation, and exchange rates willExport remainVolume economic drivers of beef Canadian Beef trade as well as affecting production costs and producer decision making. U.S. Thousand Tonnes (product weight) Canadian cattle marketings in 2022 are forecast to be up 1.1% to 4.09 million head. Total beef production (domestic and live exports) is forecast to be down 0.6% at 1.61 million tonnes. Domestic production is forecast to be down 0.4% around 1.40 million tonnes with live slaughter exports down 2.7% to 172,000 tonnes. In 2022, fed cattle marketings are forecast to be up 2.8% at 3.37 million head with domestic slaughter up 0.9% to 3.05 million head and exports up 25.1% to 318,600 head. Non-fed marketings are forecast to be down 6.3% to 721,400 head with slaughter down 9.4% at 504,100 head and exports up 2.4% at 218,700 head. 600 500 Mexico Japan S. Korea HK&M China SE Asia Other CANADIAN BEEF EXPORT VOLUME 400 300 200 100 0 10 11 12 13 14 15 16 17 18 19 20 21p Source: Statistics Canada, CFIA Larger carcass weights offset some of the decline in marketings with total beef production (domestic and live slaughter exports) projected to be down 0.8% to 1.55 million tonnes, assuming processing remains steady with last year throughout the fourth quarter. Domestic beef production is projected to be down 1.5% to 1.3 million tonnes and live slaughter exports are projected to be up 3.6% 0.2 million tonnes. Reduced federally inspected slaughter impacted beef export volumes, while larger provincial slaughter somewhat offset the decline supporting domestic supplies. Year to date (September), Canadian beef exports were down 7% with decreases to most of the major markets: the United States (-5%), Japan ( 11%), Mainland China (-40%) and Mexico ( 27%). Strong domestic and international demand supported beef prices with the US boxed beef composite price up 12% from a year ago (JanuaryOctober). This combined with low to flat fed cattle prices supported packer margins (recognizing there were additional costs incurred due to COVID-19) and encouraged cattle slaughter. Canadian Beef Cattle Check-Off 6

BUSINESS PLAN EXECUTIVE SUMMARY ALIGNING OUR PLANS WITH INDUSTRY’S STRATEGY The National Beef Strategy sees global opportunities ahead and meets industry challenges head on. The Agency’s business plan works to deliver on the goals and objectives of the Strategy to foster growth and profitability. INTRODUCTION Through the Canadian Beef Cattle Check-Off, Canadian beef and veal producers collectively invest in research, market development and promotion to achieve the industry’s long-term vision of a dynamic and profitable Canadian industry with Canadian high quality products recognized as the most outstanding by Canadian and world customers. In 2022/23, the Canadian Beef Cattle Check-Off and Canada’s Beef Import Levy is estimated to bring in approximately 18,183,000 in gross revenue. Moving into the 2022/23 fiscal year, eight of nine provinces are collecting a 2.50 national check-off, with Ontario and the Import Levy collecting 1 per head or equivalent. REVENUE ALLOCATION The Agency projects the total revenue, after administration costs, to be allocated as 57% to market development and promotion, 25% to research, 12% to provincial initiatives and 5% to public and stakeholder engagement (PSE). These allocations are set annually by each provincial cattle association one full year in advance and apply only to check-off dollars; the net beef import levy is allocated to the promotion of unbranded beef in Canada. 7 www.cdnbeefcheckoff.ca

CANADIAN BEEF CHECK-OFF AGENCY ADMINISTRATION PROJECTED ALLOCATION: 802,173 Our four key objectives keep us focused on the unique needs of the provincial cattle associations and I.E. Canada, representing our nation’s beef producers and beef importers. Maintaining a strong, vibrant beef and veal industry is imparative. Our contribution is through our objectives. The Agency moves into the 2022/23 fiscal year with goals to administer the Agency with separate and distinct governance, reduce check-off slippage, and reach out to more Canadian producers about the mechanics and value of the national checkoff. The Agency Members approved a 2022/23 administration budget at 917,000, with 45,000 in additional revenue coming from the administration of Canada’s pork import levy, and an additional 70,000 to be invested from the Agency’s surplus into measurable tactics and programs. The 115,000 in addtional revenue and the estimated 802,173 from administration revenue balances the Agency’s budget. The Agency’s programs will support the operations and Board, as well as the Agency’s four strategic objectives: 1. 2. 3. 4. Sound Governance and Administration Structured Reporting and Compliance Educated and Engaged Stakeholders Strategic Communications and Collaboration The ability to collaborate with our partners gives the Agency an advantage when it comes to communication: the ability to be flexible in channel and delivery, but consistent in message when targeting Canadian beef producers. By strategically amplifying the Agency’s messages through traditional and innovative channels, we are able to grow our reach. Sound Governance and Administration The current governance structure the Agency is managed under, provides clear direction for both the Agency and it’s Committees, and continues to move forward on a path of stronger governance and operational separation from the internal marketing division of the ogranization. The Marketing Committee is fully functional and evolving to tap into the expertise of its entire membership and continues to operate independently, but still under the general oversight of the Agency. Five years into the new structure, the Agency will now undertake a structural review to ensure that the current setup of the Marketing Committee meets the needs that it was initially created to meet. Canadian Beef Cattle Check-Off 8

Structured Reporting and Compliance The Agency’s inspection program will continue to grow in 2022/23, specially if COVID-19 restrictions are relaxed this year, allowing inspectors to become more visible during routine audits areas where slippage is a known issue across provincial borders. Additional inspectors have been added to the Agency, allowing a more widespread footprint from coast to coast. The Agency’s appointed inspectors will work closely with provincial cattle associations to ensure aligned priorities and transparent audits. In tandem with the inspection program, the Agency will strengthen the communication and education components around check-off and import levy collection, remittance processes at the point of sale, and stronger communication through both partner organizations and directly to Canadian beef producers. Stakeholders can expect to see a new library of resources, and a renewed focus on targeted communications for various operation types in Canada’s beef industry. Engaged and Educated Stakeholders This year also marks the 20th anniversary of the Agency and kicks off a five year lead up to the 25th anniversary celebration. The Agency will launch a new youth engagement strategy to help usher in a new generation of beef industry stakeholders, all while honoring and respecting the path that has led the Agency to its current role. This new engagement strategy will include outreach and communications, as well as an inward look to bring on a youth observer for a fresh perspective and linkage back to emerging industry leaders. Strategic Communication and Collaboration The Agency will ensure that Canadian beef producers have accessible information and resources to show the value of the Canadian Beef Cattle Check-Off. This will come in the form of an enhanced online presence, the development of print tools and resources available on multiple platforms, in-person presentations, and by providing simple forums for producers to communicate with those who are administering and investing their check-off dollars. 9 www.cdnbeefcheckoff.ca

2022/23 ADMINISTRATION BUDGET SOUND GOVERNANCE AND ADMINISTRATION 2021/22 2022/23 130,000 162,000 50,000 25,000 10,000 25,000 30,000 30,000 426,650 491,800 - ensure federal regulatory requirements are met - cultivate a strategic and focused governance structure and culture - deliver accurate and valuable measurements and reportables - support the prudent administration of check-off and import levy management - review of the current Marketing Committee structure for gaps STRUCTURED REPORTING AND COMPLIANCE - standardizing remittance requirements for check-off remitters - growing inspection portfolio to include import levy - strengthen remitter compliance through inspections and education - reduce slippage on interprovincial marketings ENGAGED AND EDUCATED STAKEHOLDERS - support comprehensive learning on collection of levies at provincial level - create resource material for provincial cattle associations to support check-off collection - communicate value of national check-off programing - engage targeted industry stakeholders to champion value of check-off messages STRATEGIC COMMUNICATIONS AND COLLABORATION - target Canadian beef producers to increase awareness of check-off basics - strengthen existing and foster new collaborations to amplify messages - increase check-off visibility and recognition to Canadian producers - utilize innovative channels and platforms to target producers OPERATIONS - reserve 10,000 BOARD OF DIRECTORS 219,500 183,200 876,150 917,000 - per diems - travel and meeting expenses - orientation and training Total Canadian Beef Cattle Check-Off 10

CANADA BEEF MARKETING PROJECTED ALLOCATION: 9,960,835 As the marketing division of the Agency- Canada Beef is the stakeholder funded and run organization responsible for domestic and international beef and veal market development. Delivering value for the industry by generating consumer loyalty to Canadian beef and veal worldwide. Canada Beef is a market development and promotion service provider for the Canadian Beef Cattle Research, Market Development and Promotion Agency. Canada Beef is funded by cattle producers and is responsible for domestic and international beef and veal market development, promotion and support. The Canada Beef team includes 25 marketing, trade professional and administration staff based in Canada, Mexico, Japan, China, and Taiwan. Canada Beef works to build a dynamic, profitable and competitive Canadian beef and veal industry where Canadian high-quality beef and veal products are recognized as the most outstanding by domestic and international customers. These efforts ultimately increase demand for Canadian beef and veal and the value producers receive for their cattle. Canada Beef has built its strategic focus in parallel with the National Beef Strategy developed by a broad industry coalition including all the major national and provincial beef industry associations. The National Beef Strategy is about positioning the Canadian beef industry for greater profitability, growth and continued production of high-quality beef products. The National Strategy incorporates all sectors of the beef value chain and sets strategies and targets for increasing productivity, competitiveness, beef demand and industry/public connectivity. Canada Beef’s strategy aligns with the Federal Government’s Agricultural Policy Framework that aims to increase and diversify exports to international markets and seize market opportunities through industry-led promotional activities that differentiate Canadian products and producers, and leverage Canada’s reputation for high quality and safe food. Canada Beef’s Canadian beef brand positioning also aligns closely with the Federal Government’s Brand Canada strategy. Canada Beef is primarily funded by cattle producer check-off and import levy dollars and is able to further leverage the check-off investment through eligible government industry development funds and client partner investments to maximize the return on investment that cattle producers receive from their check-off contributions. The Coronavirus pandemic has continued to disrupt ‘business as usual’ for supply partners, end-user clients and consumers worldwide. Canada Beef’s commitment to address the market challenges of the pandemic will continue in the 2022/23 Investment 11 www.cdnbeefcheckoff.ca

Plan. The plan is designed to be nimble and responsive, allowing Canada Beef to meet the needs of consumers and trade clients in both domestic and international markets. The plan gives Canada Beef the flexibility to direct resources to areas of opportunity or risk as warranted by continually evolving market conditions. The goal for Canada Beef is to address the challenges of the pandemic and find or create the market opportunities that can come from change that will set it apart from its competitors and provide the maximum benefit for Canadian cattle producers and other stakeholders. The 14.2 million Plan is organized into 17 separate business units designed to increase the clarity and transparency of the plan for industry stakeholders. The Plan focuses on five key demand drivers important to the success of Canada Beef programs and services. Tactics, target audience and standardized KPI’s have been incorporated to ensure effective, accurate and consistent ROI reporting back to stakeholder and funding partners. 1. 2. 3. 4. 5. Trade Marketing Development Programs and Services Consumer Marketing Programs and Services Market Intelligence Programs and Services Stakeholder Communications Programs and Services Industry Education Programs and Services 1. Generic Beef and Veal – Consumer Marketing The Import Levy (collected on beef and veal imports at the equivalent rate of 1 per head) continues to provide funding to promote the positive attributes of consuming beef and veal from all sources in Canada through consumer education, awareness, and trust through public influencers directly to consumers. With consumers’ diminishing food skills, concerns over healthy diets and public trust issues, Canada Beef will develop targeted initiatives to positively influence consumer preference for beef and veal over other proteins and positively influence health professionals. 2. Public and Stakeholder Engagement Closely related to consumer marketing are efforts to build the beef industry’s image and reputation with the public. Canada Beef continues to partner with the Canadian Cattlemen’s Association and other beef industry groups to communicate with the public, consumers, key stakeholders and influencers, and meat trade to address concerns and build trust and confidence about how beef is raised and produced in Canada. 3. Global Marketing Development and production of science-based technical marketing resources to promote the Canadian beef advantage, differentiation against competitors, collect market intelligence, food safety and quality assurance systems, and benchmarking and proof points to improve Canadian beef’s competitive position. 4. Channel Marketing Programs focus on retail and foodservice channel promotion and market development initiatives that drive sales volume, market share and competitive position, retail, and foodservice demand building programs to increase product assortment, marketing programs that drive sales and awareness of the Canadian Beef Advantage in Canada. 5. Consumer Marketing With consumers’ diminishing food skills, concerns over healthy diets and public trust issues, Canada Beef will deliver targeted initiatives to positively influence consumer preference for Canadian beef over other proteins. Defend, stabilize, and increase consumption of Canadian beef vs poultry, pork, and plant-based meat alternatives. Increase awareness, trust and confidence in the Canadian cattle and beef delivery systems with consumers through the Canadian Beef Advantage (CBA). Support and contribute to the development and launch of branded and generic Canadian Beef Information Gateway (Gateway) across all business units to achieve success. 6. Digital Marketing Canada Beef will expand the awareness and reach of the Canadian beef value proposition through strategic content on digital platforms. Create, deliver, maintain, and measure cost-effective and impactful content for all Canada Beef digital platforms to support the communication of the Canadian Beef Advantage. Canadian Beef Cattle Check-Off 12

7. Health and Nutrition Establish Canada Beef as the industry authority about the nutrition and health benefits of beef. Educate consumers, stakeholders, and health professionals about beef’s place in a healthy diet. Identify and develop communication and proof point resources that highlight beef’s distinctive nutritional attributes, and the beneficial role beef can play in the diet. 8. Stakeholder Communications Canada Beef will engage with industry, stakeholders, end-user customers, consumers and media via print, radio, virtual, and digital platforms. Create and deliver timely and cost-effective communication of the Canadian beef story and Canada Beef activities back to funding partners and stakeholders using a range of communications vehicles. Ensure organizational preparedness for issues and crisis management and provide internal and organizational support during active periods. 9. Canadian Beef Centre of Excellence The Canadian Beef Centre of Excellence will provide education, learning tools and resource development to promote the Canadian Beef Advantage. The CBCE will develop and create resources to support all business units, stakeholder partners and trade-based clients in the domestic and export marketplace. 10. Export Market Development Partner Program Provide funding support for Canadian beef representative companies to expand their Canadian beef business in the export marketplace through education, learning tools an

The amendment to the Beef Cattle Research, Market Development and Promotion Levies Order to include an import levy was announced on July 30, 2013. Since January 1, 2014, all imports of beef cattle, beef and beef products into Canada have been subject to the levy of 1 per head or carcass equivalent.