About BIC
In this section:
Vision & Mission Statements
Offices & Staff
Market Development Team
How We Are Funded
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Vision Statement
Our vision for a sustainable, profitable beef industry is to have Canadian beef recognized as the most outstanding by domestic and export customers.
Mission Statement
Maximize demand for Canadian beef and optimize the value of Canadian beef products.
The Beef Information Centre (BIC) is the beef market development division of the Canadian Cattlemen's Association.
BIC is governed by a committee of elected cattle producers representing over 90,000 beef cattle producers from across Canada.
For more information on the Canadian Cattlemen's Association and beef industry issues, visit the Canadian Cattlemen's Association website.
BIC has two national offices located in Eastern Canada (Mississauga, Ontario) and Western Canada (Calgary, Alberta). Over 30 employees work as a team to deliver BIC programs in Canada and the U.S. Our team includes marketing experts, dietitians, chefs and meat cutting experts, public relations and administrative staff. Our U.S. market development team is solely focused on U.S. markets and is focused on working with the Trade (Processors, Retailers and Foodservice) to maximize opportunities that the Canadian Beef Advantage can offer.
BIC receives funding contributions from the National Check Off Agency, as well as financial contributions from the Government of Canada, the Government of Alberta and various Industry Development funds.
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