Beginning next week, Prince Edward Island consumers will be able to purchase a new brand of high quality, locally-grown beef through co-op food stores. Co-op Atlantic has joined forces with Maritime cattle producers, packers and the region's three agriculture departments to promote Maritime beef under the Atlantic Tender Beef Classic brand. The line of branded fresh beef has been raised under strict guidelines by producers to consistently meet consumer preferences of smaller cuts, flavour and tenderness.
"I am very excited about this new marketing initiative which will improve market access and returns to beef producers," said Agriculture and Forestry Minister Eric Hammill. "We have always believed that the beef industry in this region produces a highly competitive product, and taste panels conducted through the Food Technology Centre found conclusive evidence that locally-produced beef was as favoured as western beef."
Mr. Hammill said that, initially, upwards of 50 percent of Prince Edward Island's 26,000 annual beef herd could be marketed through the new initiative. Feedlots enrolled in the program have agreed to follow a specific feeding program and must meet quality criteria for marbeling, carcass weight and yield grades. Pricing formulas between packers and feedlots have been negotiated, and plants that enroll in the program must be HACCP approved." The result will be a consistently high quality product which will be a win-win situation for producers and consumers alike," said Mr. Hammill.
The new branded beef will be available initially at co-op food stores throughout Prince Edward Island and New Brunswick. As supply becomes available, it will be expanded throughout Atlantic Canada and the Magdalene Islands.
"This brand is an exclusive product of the Co-op retail food stores and is the most comprehensive and unique branded beef program in North America," said John Harvie, Vice-President of Food Merchandising and Distribution with Co-op Atlantic. "We have a beef industry that needs to be promoted, and we also believe our consumers prefer to support the local economy by purchasing local products."
Mr. Hammill said the beef marketing program is consistent with the new Food Strategy which is based on the production and marketing of high quality, high value products which are aimed at targeted markets and which can result in higher returns.
A gala launch of the new beef brand is being scheduled for next month.