2014

BRUARY JANUARY FE

cattle. The emphasis on timing of grazing is what they attribute to the success of the ranch. Employing various winter grazing techniques like swath and bale grazing has worked to reduce fuel, time and money. KATELYN LAVERDURE Communications Manager PAGE 2 “The change has just been in the management of it… coaxing nature along TAKING STOCK and letting her do her thing, she can do PAGE 3 2014 ESA GOES amazing things if you let her,” said Sean. NEXT CHALLENGES The ranch is invested in forging partnerships PAGE 4 TO ROUND ROCK that benefit the environment through work COST OF WILDLIFE with various industry groups. Sean works closely with Alternative Land Use Services PAGE 5 RANCHING and Cows & Fish to provide environmental BOVINE TRICHOMONIASIS and educational benefits for their operation Beef Producers (ABP) announced PAGE 6 and to be shared with the public. Projects Round Rock Ranching as the 2014 have included bale grazing studies by FAMOUS TASTE YEAR 2 Environmental Stewardship Award (ESA) the Agri-Environment Services Branch, recipients at their Annual General Meeting PAGE 7 range quality assessments with Alberta in December. Each year, ABP recognizes an ABP AGM 2013 Environment, and rangeland and riparian operation that demonstrates leadership in monitoring. Through the projects done with PAGE 8 environmental stewardship – who contribute these groups riparian areas are thriving to the land while maintaining productivity AGM REPORT: and providing wildlife habitats, carbon and profitability. RESOLUTIONS sequestration and biodiversity preservation. PAGE 9 - 11 The McGrath family run a fifth generation “From a bigger picture across our whole cow/calf operation near Vermilion, AB. Sean DELEGATE DIRECTORY ranch… should our kids chose to ranch, McGrath, along with his wife Tanya and BACK COVER I would like to see our place in better their three kids, works in partnership with condition than it is today,” said Sean. LOYALTY PROGRAM his father Fred, and his wife Anne, on the management and operation of the ranch. Their vision focuses on being environmentally, socially and economically responsible while working towards ‘the best beef in a better FOR MORE INFORMATION world.’ 165, 6815 – 8 Street NE , AB “You’re committed to it because you’ve seen T2E 7H7 your parents and your grandparents work and struggle at it and your connection to the tel 403.275.4400 land is there because it’s been important to fax 403.274.0007 you and the generations before,” Sean said www.albertabeef.org of his dedication to the environment. famoustaste.albertabeef.org With an 80 percent native land base Sean RaisedRight.ca picks breeds that fit the land rather than trying to force the land to produce for the GRASS ROUTES PAGE 2 The fall is a busy and satisfying time time satisfying and is abusy fall The Vice-Chair position. After being an an being After position. Vice-Chair ABP Chair for the coming year. coming the for Chair ABP ABP delegate for nine years and a and years nine for delegate ABP (AGM) in Meeting General Annual With three new directors and 13 and directors new three With We had two good days of of days good We two had Lowe joined the Executive in the in the Executive the joined Lowe Directors for the next year has a has year next the for Directors December. Despite bad weather and and weather bad Despite December. thoughtful leadership, Doug Sawyer Sawyer Doug leadership, thoughtful roots grass 1,000 to nearly talked We Producers. Beef Alberta for time harvested, are crops when time the honour and privilege of being being of privilege and honour the TAKING STOCK TAKING re-elected as Finance Chair and Bob Bob and Chair Finance as re-elected make at least part of the meeting. meeting. the of part least at make building relationships and providing providing and relationships building 23 meetings our at fall producers aproductive is also fall The pastures. plan and the AGM resolutions. As As resolutions. AGM the and plan elections, updates, presentations, has moved to the Past Chair position position Chair Past to the moved has directors Association Cattlemen’s summer from home is brought herd horrible driving conditions, only three three only conditions, driving horrible of beginning the at Calgary new perspectives. After two years of of years two After perspectives. new solid combination of experience and and experience of combination solid Canadian directors, slate of strong a selected delegates the and strongly in our culminates work fall Our on our Executive. John Buckley was was Buckley John Executive. our on large. at members council and elected we province, the across is the This operations. agricultural on and delegate discussions of the ABP ABP the of discussions delegate and to able not were delegates 56 our of consideration of the delegates, delegates, the of consideration the for resolutions compiled cattle the and weaned, are calves directors returning, the ABP Board of of Board ABP the returning, directors committees. and councils directors, and zones, nine in our delegates director for the past six years, I have Ihave years, six past the for director usual, our elections were contested contested were elections usual, our ABP Chair ABP BOWIE GREG The theme of the ABP Annual Report Report Annual ABP the of theme The There seems to be new momentum momentum new to be seems There Agreement with the European Union. Union. European the with Agreement Agreement and we are making making are we and Agreement We look forward to having the the to having forward We look years, but the new process brings brings process new the but years, Labeling (COOL) rule in the U.S. (COOL) in the rule Labeling Bill in the near future or with a much a much with or future Bill near in the Director. The ABP Executive has has Director.Executive ABP The and rules our reviewing and writing fall brought us a broad mix of good good of mix a us broad brought fall Overcoming was this year Now, we are hoping for resolution to resolution for Now, hoping are we the AGM was the approval of an ABP an of approval the was AGM the the Governance Manual marked the the marked Manual Governance the the Executive Director thefor Executive many the technical barriers to sellingus barriers technical the the COOL issue through a new Farm a new through issue COOL the for a Canada-Korea Free Trade a Canada-Korea for risks caused by not having our having by not caused risks retaliate against the U.S. the against retaliate process. more beef in Europe. On the other other the On in Europe. beef more the about is happy industry policy manual and the approval of approval the and manual policy been conducting annual conducting ofreviews been Executive ABP the of performance for reviewing the process section important One procedures. Comprehensive Economic and Trade the industry, our for and Challenges progress on the Trans the on Pacific progress to allowing Canada ruling WTO later hand, we were not successful in successful not were we hand, new mandatory Country of Origin Origin of Country mandatory new G at developments positive the of One agreement in principle on a on in principle agreement beef Canadian The news. bad and and a rich history of sound policy policy sound of history a rich and on our way to developing a complete a complete to developing way our on of the manual outlines a clear a clear outlines manual the of agreement ratified and addressing addressing and ratified agreement completion of 18 months of work 18 work of of months completion delegates. ABP has strong traditions traditions strong has ABP delegates. documented properly. We well properly. are documented the recognized we but decisions, delaying the implementation of the the of implementation the delaying greater definition and clarity to this clarity and definition greater governance processes and policies and processes governance o vernance Manual by the by the Manual vernance This declining cow herd is continuing is continuing herd cow declining This Price Program Insurance Cattle The This challenge brought industry industry brought challenge This ABP now has joined CCA, Canada Canada CCA, joined has now ABP Alberta producers and there likely there and producers Alberta Beef Inc., and other cattle cattle Inc.,other and Beef Partnership. The sale of the the of sale The Partnership. Producers will need clear signs of signs clear will need Producers and calves for good were Prices of end the at completed was Beef we don’t see signs of a cow herd herd a cow of signs don’twe see the for signs positive the Despite this program to have will action be to Harmony plant Beef Rancher’s November and there is hope that the the that is hope there and November that the current market conditions conditions market current the that feeding cattle our on pressure to put this winter. come have costs feed and this year future the and this fall cattle feeder in Alberta. market cattle fed the the optimism to expand cow herds. herds. cow optimism to expand the in the Straw Man process. Building process. Man Straw in the year past the over together leaders more heifers. industry that will be rolled out this out will rolled that be industry producers to buy cows or retain retain or cows to buy producers this fall, stillwe a large saw industry quite stayed cattle fed for prices by next will in operation plant be Canadian Beef Industry Plan, a Industry Beef Canadian has been working relativelyhas been well for national, long-range strategy for our for strategy long-range national, number of cows going to market and and to market going cows of number strong. There were excellent grain grain excellent were There strong. to buyer summer, another bringing sustained profitability to give them them to give profitability sustained spring. spring. organizations in building the organizations Team, Man Straw the of work the on are not good enough to encourage to encourage enough good not are prosperity future for outlook the and It seems sectors. processing and expansion coming any time soon. soon. time any coming expansion Canada Western across expanded of prairies the most crops across down considerably from last year. last from considerably down The SSRP covers a large area of of area a large covers SSRP The ABP will be starting next year with a a with year next willstarting ABP be water and Land-use Alberta. ABP staff members will be will be members staff ABP December Meeting, General Annual and meetings fall busy very the After We have talked before about our our about before We talked have In other articles in this newsletter, articles In other Saskatchewan Regional Plan (SSRP). Regional Saskatchewan year could have profound impacts on on impacts profound have could year with respect to the management of of management to the respect with thoughts for the next year. ABP next New the for thoughts to our industry. to our thorough review of the draft South South draft the of review thorough this province. in industry cattle the of future the in resources forage and grass the in this resources water and land the the hectic preparations for the ABP ABP the for preparations hectic the CHALLENGES NEXT resource use in Alberta. While the use use the While in Alberta. use resource range of landscape features and a a and features landscape of range this made decisions management most of the media and public interest, interest, public and media the of most be closely be watching developments will sector agriculture in the people challenges new to the ahead looking expertise of areas respective in their particularly strong stake in these in these stake strong particularly a have producers Cattle province. Chair Greg Bowie has described the the described has Bowie Greg Chair highlighting some of the key activities key activities the of some highlighting state of the industry and the position position the and industry the of state southern Alberta that includes a wide a wide includes that Alberta southern of our energy resources may occupy occupy may resources energy our of about discussions intense of a time 2014 that will opportunities bring and in to them join I want priority. and well in his article. organization our of our cattle feeding industry. The SSRP SSRP The industry. feeding cattle our expectation that the next year will be will be year next the that expectation discussions as the primary user of of user primary the as discussions uses, including a large percentage of of percentage a large including uses, gives us a little time to gather our our to gather time a us little gives great variety of rural and urban land land urban and rural of variety great Executive Director RICH SMITH Again, cattle producers have a keen a keen have producers cattle Again, April, the Government of Alberta will Alberta of Government the April, ABP encouraged producers to to producers encouraged ABP Sustainability has become an almost almost an become has Sustainability In addition to approving the SSRP in SSRP the to approving In addition watershed groups. watershed the of implementation the watching development the following will be also During this coming year, this coming During willwe be Roundtable for Sustainable Beef. will be submitting a detailed a detailed will submitting be will be the second regional plan plan regional second will the be food service companies. We are very We very are companies. service food of by a number done being work the from across the country and the beef beef the and country the across from could this year. decisions These Albertans with held government the decisions will policy be there that F reason why we joined stakeholders stakeholders joined we why reason response to the draft SSRP that we we that SSRP draft to the response production systems. That is one is one That systems. production beef and cattle our of image marketing in the particularly policies new that in ensuring interest initiatives that could affect affect could that initiatives resource other on action taking be presented through November and we we and November through presented public consultations that were and stakeholder in the participate hope will reflect the interests and and interests the will reflect hope new Wetland Policy, and monitoring Policy, Wetland new monitoring and supply chain in forming the Canadian Canadian the in chain forming supply advertising and present a negative a negative present and advertising year, past in the word overused Regulator, Energy Alberta new the of actions the governing regulations of We resource. to this critical access their restrict not do regulations and and water quality management. management. quality water and conversation water the from arising We expect producers. agricultural area with major agricultural activity. activity. agricultural major with area Land-use the under approved campaigns that use misleading misleading use that campaigns aboutconcerned marketing and retail large some of campaigns current processes for water allocation allocation water for processes current in our changes significant create concerns of cattle producers. cattle of concerns r amework, but the first to cover an an to cover first the but amework, Land Stewardship Act supports a a supports Act Stewardship Land Products Act and the four regulations regulations four the and Act Products wide range of conservation and and of conservation wide range working on an assessment of the the of assessment an on working Finally, it is important for all effective all for effective Finally, it is important we and underway already are tools EG&S a comprehensive of basis the the Marketing of Agricultural Agricultural of Marketing the future, but the legislative procedures procedures legislative the but future, the review of our mandate, structure, structure, mandate, our of review the regulations to be approved by the by the approved to be regulations may see some positive developments developments positive some see may benefits from the ecological goods goods ecological the from benefits financial to receive producers to our acceptable and producers achievable for economically be to us will lead hope we that industry in this area by later next year. next by later in this area that could form instruments based Alberta The public. to the provide by the deadline. We will be starting We will starting deadline. be by the producers on how we can best work work best can we how on producers One of the significant factors in the in the factors significant the of One studies and pilot projects on these these on pilot projects and studies of A number in Alberta. system market- including tools, stewardship operations these that services, General Meeting in order for the the for in order Meeting General seeking input from grass roots roots grass from input seeking sustainability of the Canadian beef beef Canadian the of sustainability and services (EG&S), or ecosystem (EG&S), ecosystem or services and of ability the be could operations will that sustainability of a definition of regular review and renewal. ABP is aprocess through to go organizations operations are due for operations review and of Alberta will require of Alberta the revised and funding next spring and will be will and be spring next funding and and representative voice for you. you. for voice representative and a clear, be and strong, behalf your on economic sustainability of cattle cattle of sustainability economic customers. established as a commission under under a commission as established extension on June 30, 2015. 30, June on extension This economic, environmental, and social social and environmental, economic, delegates at the 2014 the at delegates Annual ABP into the way a long seem may date governing our structure and and structure our governing government to approve the changes changes the to approve government

January | February | 2014 PAGE 3 GRASS ROUTES PAGE 4 1980 ranged from $300,000 to to $300,000 from 1980 ranged Annual livestock compensated losses losses compensated livestock Annual Some of the more serious costs costs serious more the of Some $126,000. The Wildlife and Waterfowl Waterfowl $126,000. Wildlife and The $800,000 of actual documented documented actual of $800,000 Many producers believe these payouts payouts these believe producers Many Damage Compensation paid paid Compensation Damage much for a habitat provide Producers the province. wildlife that are compensated in part, in part, compensated are wildlife that the public for recreation as a place to to a place as recreation for public the consumed includes This industry. the for wildlife crop and feed damage. damage. feed and wildlife crop for to $200,000. Last year they were were they year Last to $200,000. annual years few For past the to costs some are There finances. WILDLIFE OFCOST livestock or destroy buildings; and and buildings; destroy or livestock kill that bears grizzly and black and swathes destroy that plants ducks supplies; feed and pastures crops pastures, elk damaging include reported in Alberta from 1971 from in Alberta to reported indemnities of $3.54 million last year million year last $3.54 of indemnities but some of the major producer producer major the of some but lack of documented support. support. documented of lack and wolf included This killed. livestock and time a producer’s on a burden be support for wildlife habitat used by by used wildlife habitat for support necessarily recognized. not have been included because of a a of because included been have not and geese around coal-powered power power coal-powered around geese and consuming deer feed; stored and cougars that are a problem in parts of of in parts a problem are that cougars livestock; compromised and calves and forage, and pasture destroyed or enjoy a rural atmosphere with wildlife. wildlife. with atmosphere a rural enjoy of Alberta’s wildlife. Some of this can this can of wildlife. Some Alberta’s of do not reflect real costs to them and and to them costs real reflect not do expenses or contributions are not expenses compensated wildlife losses were up up were wildlife losses compensated may losses of types some evidence Even formal with predation. coyote greenfeed; wolves and coyotes killing coyotes and wolves greenfeed; Policy Analyst HAYS FRED Today Alberta’s coyote predation Today predation coyote Alberta’s 122 were wildlife claims last There Again, these were only for the the for only were these Again, is wildlife compensation Alberta’s Alberta Beef Producers, together together Producers, Beef Alberta 2010-2011 25 for percent accounted Saskatchewan. Manitoba’s for payout Saskatchewan. also they so Corporation Services year. Wolves continue to create the the year. to create continue Wolves $83,000 or 66 percent of the total. total. the of percent 66 or $83,000 Predators such as coyotes, bears bears coyotes, as such Predators with 98 percent for beef calves. calves. beef for percent 98 with not but Ontario, and Manitoba This province. wildlife in the w financial and habitat contribution for for contribution habitat and financial Forty percent of the claims were for for claims were the of percent Forty and goods ecological providing for wildlife damage to negotiate wildlife, help rural manage to better Wolves and coyotes meaningful and useable. Producer’s Producer’s useable. and meaningful predators including British Columbia, Columbia, British including predators support. producer other or losses, and actual to be needs information to is aneed There involved. became Financial Agriculture through paid basis the as willused be information livestock. In Alberta, between 100 between In Alberta, livestock. have developed a survey to quantify to quantify asurvey developed have not on the province’s predation list. list. province’s the predation on not Other provinces include coyotes as as coyotes include provinces Other Grizzly bears, a protected species, species, a protected bears, Grizzly wildlife habitat. for services of total farm animals from coyotes coyotes from animals farm total of of 1,250 over killed head wolves and possible. as unbiased as or harassment of livestock occur occur livestock of harassment or predation bear of incidents 200 and kill occasionally bears black and livestock and Bear lost. verified were that animals compensated because coyotes are are coyotes because compensated it But losses. for paid compensation cattle adult and yearlings calves, is survey by the acquired data ensure each year. 2012each During to 2013 coyote problems. afoundation as and compensation, damage is not recorded nor nor recorded is not damage non-verified the recognize did not from coming documented 1974during to 1978. well was This Miistakis survey Miistakis grizzly encounters with livestock or or livestock with encounters grizzly over at predation for cost greatest it h the Miistakis Institute in Calgary, in Calgary, Institute Miistakis h the There is a cost to producers that is that to producers is acost There The resulting survey resulting The Alberta’s elk population has has elkpopulation Alberta’s As the Miistakis project moves moves project Miistakis the As 2006, this herd had expanded to expanded had herd this 2006, In some cases, Fish and Wildlife will Fish and cases, In some Producers around Alberta’s coal fired fired coal Alberta’s around Producers Development wildlife Development hours. response waterfowl to winter-over. is waterfowl There tied up 55 percent of Environment Environment of up 55 percent tied 15 over for accounted sources feed to surrounding farm communities. In communities. farm to surrounding fact that some ecological goods and and goods ecological some that fact in wildlife. As of costs estimated their statistics will we obtain forward program. cannon is awaterfowl there by damage and consumption Feed producer.the recreation could be helpful helpful be could recreation major problem is around the military military the is around problem major percent of the wildlife problems that that wildlife problems the of percent problems because of open water water open of because problems exceptional have plants power out push elk where Suffield at base investment. investment. with dealing by producers provided and feed, bird as grain some provide usually they winter Into the birds. be can this of Much problem. by is shouldered that cost is a labour there but wire, fencing some provide habitat support to wildlife and to wildlife and support habitat now totalling about 32,000 head. A head. 32,000 totalling about now negotiating a return to a producer’s to a producer’s areturn negotiating services are being provided through through provided being are services Elk Resource Sustainable and always a struggle with the power power the with a struggle always by 2012 and head 1,000 it was about of these costs to producers and the the and to producers costs these of recognition some jurisdictions, other expense. added an and issue, an are expanded during the past few years, years, few past the during expanded companies to help manage these these manage to help companies for left swaths but compensated, and head 5,000 at estimated during the winter that allows these these allows that winter the during difficult to compute or manage. or to compute difficult Geese and ducks and Geese grazing in the winter are not. not. are winter in the grazing a be also can ducks and geese fences broken and feed Lost growing. The classic situation where where situation classic The Trichomoniasis is an infectious Trichomoniasis isinfectious an Trichomoniasis is a production Trichomoniasis is a production Bulls that are carrying the organism organism the carrying Bulls are that when she is bred, she will conceive will she conceive is bred, she when with. In a herd that has become become has that Inwith. a herd transmission is through the act of of act the is through transmission the pass and trichomoniasis of a reservoir as serve then bulls Infected disease. the for them trichomoniasis easily can get out of together from different sources sources different from together It is a protozoan organism. foetus that, so implemented be can that wreaks and works trichomoniasis by which mechanisms the DR. JORDAN HOLT, DVM JORDAN DR. by: Contributed TRICHOMONIASIS BOVINE (abortion) early in the course of the the of course (abortion) in the early meaning that the only mode of of mode only the that meaning in the fall at pregnancy testing time. testing pregnancy at fall in the is a result overall The pregnancy. breeding. When a cow is infected is infected a cow When breeding. disease, It is a venereal infected. been has that a cow breeding bulls Non-infected process. breeding testing without out to pick impossible high number of cows that lose their their lose that cows of number high infected with trichomoniasis, the the trichomoniasis, with infected all are we familiar viruses or bacteria overview brief This past. recent in the some gained has that limiting disease normally but then the organism will organism the then but normally learning avoid can you hopefully, measures control some and havoc numbers of cows and bulls all coming bulls all and coming cows of numbers notoriety in certain areas of Alberta Alberta of areas in certain notoriety show no clinical signs at all and are are allat and signs clinical no show bull. the of prepuce in the secretions organism onto cows during the the during cows onto organism associations where there are there large associations where late bred or up open turn and calves cause early embryonic death death embryonic early cause by infected become also can the within harmlessly lives organism entirely an within is classified and way. hard it the about of basics the will discuss “trich” of control is in community grazing grazing is in community control during the breeding season. In these In these season. breeding the during the than organism of class different Tritrichomonas by the caused disease 1. 1. The best time to consider to consider time best The 3. 30 percent range. I have even even I have range. percent 30 4. 2. So, for community pasture boards boards pasture community So, for In of trichomoniasis, outbreaks when witnessed extreme cases of open open of cases extreme witnessed that are considering implementing following principles: following is that in cow a bull or brings that rates approaching 70 percent in 70 percent approaching rates is prior to planning your breeding breeding your to planning is prior implementing control measures some be examples of some measures taken: measures some of examples be pastured; it can occur in any herd in herd any occur it can pastured; community are that limited to herds become a source of infection for the the for infection of a source become herds. However, is not herds. this disease straight forward and are based on the the on based are and forward straight are fairly measures Control season. situations, all it takes is a single bull is a single all it takes situations, out of the reserves in the fall it is not it is not fall in the reserves the of out with. pastured are they animals other to disease the is carrying that cow or control measures the following might might following the measures control carrying the organism. the carrying cows are pregnancy tested coming coming tested pregnancy are cows uncommon to find open rates in the in the rates open to find uncommon

The only mechanism of of mechanism only The

A cow that gives birth to a live calf to a live calf birth gives that A cow to be is animal considered A virgin All females entering the reserve reserve the entering All females With the PCR test we use for testing testing for use we test PCR the With trichomoniasis. Bulls that are Bulls are that trichomoniasis. 97 is about apart week one tests negative three and trichomoniasis, tests negative two trichomoniasis, to cow or cow to bull). cow or to cow the through is strictly transmission trich-infected herd can still be a a still be can herd trich-infected (although, in fact, there is a 3/1000 there (although, in fact, must either be virgin heifers and and heifers virgin be either must positive cannot be cured and and cured be cannot positive diagnosing for sensitive percent diagnosing for sensitive percent is 85 test negative bulls, a single is considered to be non-infected non-infected to be is considered physical act of breeding (from bull bull (from breeding of act physical non-infected since it has never bred bred never it has since non-infected should be culled. be should sensitive for diagnosing diagnosing for sensitive one week apart is about 93 percent 93 percent is about apart week one or been bred. been or open mature cows allowed). allowed). cows mature open cows must have a calf at foot (no foot at a calf have must cows carrier). in a calves that a cow that chance 7. 1. 3. 3. 4. An increased awareness of this this of awareness increased An 2. 2. We can help with testing, testing, with help We can Individual may consider producers 5. Remember, good fences make good good make fences Remember, good the following measures: following the recommending control measures, or or control measures, recommending reproductive performance or want to to want or performance reproductive more familiar with these issues and and issues these familiar with more may be having trouble with with trouble having be may in the recent past. If you suspect you you suspect If you past. recent in the learn more about trichomoniasis about more learn help to avoid some discouraging neighbors. simply with dispensing information. information. dispensing with simply circumstances we have experienced experienced have we circumstances contact your local bovine veterinarian. veterinarian. bovine local your contact 6. disease will help producers become become will producers help disease

Try to avoid sharing bulls with other Try other bulls with sharing to avoid Try cows. to cull open

Avoid buying animals from herds herds animals from Avoid buying be must reserve the on All fences must reserve the enter All bulls that If the reproductive history of a bull of history reproductive If the Ensure your fences keep your bulls your keep fences your Ensure with poor reproductive reproductive poor with with your cows and the neighbor’s neighbor’s the and cows your with cows. open Don’t purchase that there is no reasonable that is there reasonable no test negative for trichomoniasis trichomoniasis for negative test Have a short breeding season to to season breeding a short Have (remember that bulls have been bulls been have that (remember reserve. reserve. performance. are animals before inspected producers. breeding. bull for the using before istrichomoniasis unclear, for test to a to get brush thick pretty limit the chance of trichomoniasis trichomoniasis of limit chance the cows. neighbor’s the bulls with hills, and bushwhack through through hills, bushwhack and known to cross rivers, climb high climb high rivers, to cross known Only buy virgin heifers and bulls or bulls or and heifers virgin buy Only should it somehow enter. it somehow should herd your within far too spreading opportunity for cows or bulls or to cows for opportunity to ensure pastures into the allowed adjacent groups of cattle cattle of groups adjacent allowed before bringing them to the to the them bringing before allowed bulls with is breeding home no and cross barriers and intermingle with with intermingle and barriers cross cycling cow). cow). cycling confirmed pregnant heifers or cows. or heifers pregnant confirmed

January | February | 2014 PAGE 5 GRASS ROUTES PAGE 6 The second year of ABP’s of new year second The These demands, particularly when when particularly demands, These We knew from our research our our research our from We knew Lower Mainland was a challenge, achallenge, was Mainland Lower website). Not only that, but our our website). but that, only Not and selection beef willing to learn emotive to be have would selected we obstacle This it. to make used Mom the best bang for the buck. buck. the for bang best the Famous Taste” Beef, “Alberta the well established presence brand the to the point where they became became they where point to the tactics whatever meant to purchase TASTE YEAR 2 YEAR TASTE 2013 FAMOUS marketing tactics that would get us us get would that tactics marketing of kind the choosing of matter its with Columbia, British message. consumers so strategy marketing all really was campaign marketing messaging would have to, as much to, have much as would messaging preparation methods (tasting events, events, (tasting methods preparation way the out itturns so beef prepare and to select how about is uncertain any of taste the than better product eventually was goal This project. in 2013 ABP’s to expand was goal our marketplace, Alberta in the point of sale. sale. of point however, since it required that we we that however, it required since social media) to engage consumers consumers media) to engage social To step. first alogical seemed set against a backdrop of reduced reduced of abackdrop against set also know the younger demographic demographic younger the know also a itbecame then and achieved hear now could province the outside momentum buildingthe about as possible, be delivered directly at at directly delivered be possible, as and (television enough pervasive and competing protein. Period. But we we But Period. protein. competing our of taste the love consumers into the resources considerable to put partners profile high convince in the presence aretail establish product, our for penchant existing 2012 in the year.created launch With Education Manager Education & Marketing BARB SWEETLAND • • • • • • • • • • • • • • • • • • • Television Advertising E Nevertheless the Marketing and and Marketing the Nevertheless tactics for 2013 for they goals the tactics and reached. below for an analysis of executed executed of analysis an for below order. atall represented budgets, Retail Events Retail and looks forward to continuing this this to continuing forward looks and Famous Taste –Sampling Express campaign next summer. Please see summer. see next Please campaign done a respectable job of filling of job it arespectable done Online Advertising Online

d Total of 266 bonus spots across across Total spots bonus 266 of in coverage Targeted consumer Total of seven events at grocery grocery at Total events seven of shopper Targeted grocery female Average lift in sales of strip loin at loin at strip of in sales lift Average event at sales in beef lift Average 25-55 2013 Included 10 spots and nine bonus 10 bonus nine and Included spots Stampede Calgary Included August through June In market Stations included CBC, CTV, CBC, Global, included Stations Save-On Foods and Freson Freson and Foods Save-On 95,145 9,000 contest entries for for entries contest 9,000 Bonus spots worth $39,217 worth spots dollars Bonus Beef from event attendees and and attendees event from Beef Alberta about heard who People Beef Alberta sampled who People Brothers IGA partners IGA Brothers River, Hinton Hills, Stony Plain Stony River, Hills, Hinton – impressions mouth of word will allow us to directly contact contact will allow to us directly Freson included stores at Peace Peace at stores included Freson for mail drops etc. mail drops for year’s campaign next about them locations –232% locations if purchased impressions overimpressions purchase both provinces both B.C. and Alberta both partnership CBC win Alberta Beef Beef win Alberta CBC partnership City TV, BC1City Of those, 833,091 were bonus bonus 833,091 were those, Of store locations store spots in hockey playoffs playoffs in hockey spots at retail venues –45, 307 venues retail at exclusive sponsorship event locations – 304% locations event contest 850 opt-ins. Opt-ins850 who folks are 8,051,451 delivered impressions ucation Committee feels it has it has feels Committee ucation • • • • • • • • • • • • • • • • • • • • • • • ABP and Sidecut Modern Steak Steak Modern Sidecut and ABP Attended B.C. Together they appeared at/on:B.C. Together appeared they Restaurant teamed up in 2013 teamed to Restaurant Seasons Resort promote Alberta Beef in Whistler, Beef Alberta promote Facebook and Twitter Exhibitions and Tradeshows and Exhibitions Partnerships – Whistler Four –Whistler Partnerships

192 Facebook likes on Twitter has 2,300 followers followers Twitter 2,300 has –8,389 Total impressions monthly Abbotsford, B.C. Abbotsford, AB. Audiences in 51 countries Audiences West Coast Women’s in Show Coast West Olds, at PlowWorld Championship Whistler, B.C. Farmer’sWhistler’s in Market Whistler’s Farmer’sWhistler’s Market Innisfail, AB. Innisfail, Segment - on cooking Alberta Beef Alberta cooking -on Segment Stampede Round-up in Calgary Round-up Stampede at stores included Foods Save-On Social Media Social Lift in customer visits – highest –highest visits in customer Lift BBQ on Bow in Calgary Bow on BBQ B.C. was 3.5%; lowest was 0% was 3.5%; lowest was K-Days in Edmonton in K-Days Doubled since 2012 since Doubled Red Deer, , Park, Deer,Red Sherwood media leveraged the campaign via social social via campaign the leveraged Crush Wine Festival in Whistler, Festival Wine Crush in Rodeo Charity Glencross Curtis in Calgary Fundraiser CBC City TV Vancouver Morning Show Show Morning Vancouver TV City Contest CBC Festival Wine Crush Oxford Stomp in Calgary Stomp Oxford Our Alberta Beef champions champions Beef Alberta Our “We had a very good and active AGM, especially AGM,especially active and good avery had “We Speakers covered a wide range of topics and did an didan and topics of range awide covered Speakers For three days, producers, industry, government government industry, producers, days, For three three speakers on ecological goods and services, and how how and services, and goods ecological on speakers three delegates The to come. year the for opportunities the whole the missed delegates 56 of out three only that fact by the shown was organization our and industry the ABP AGM 2013ABP resolution debates and elections. and debates resolution (ABP) Producer Beef Alberta and representatives meeting,” said Rich Smith, ABP Executive Director. Executive ABP Smith, Rich meeting,” said province that week. We had to be creative with our our with creative We to be had week. that province held in Calgary Dec. 2 to 4 and included speakers, speakers, included 2to 4and Dec. in Calgary held heard interesting and informative presentations from from presentations informative and interesting heard speakers and the weather reduced the number of guests guests of number the reduced weather the and speakers at the meeting, but the commitment of our delegates to delegates our of commitment the but meeting, the at considering the horrible weather affecting most of the the of most affecting weather horrible the considering (AGM) was Meeting General Annual The industry. cattle excellent job of defining the challenges and highlighting highlighting and challenges the defining of job excellent delegates tackled big issues impacting the province’s the impacting issues big tackled delegates ABP 2014 OFABP DIRECTORS BOARD Mark Francis (Taber), Howard Bekkering (Vauxhall), Larry Delver (Calgary) and Tim Smith (Coronation). Smith Tim and (Calgary) Delver Larry (Vauxhall), Bekkering (Taber), Howard Francis Mark (Valleyview), Cailliau Roland (Beauvallon), Chomlak Brian Ted (), (Bentley), Ford Simpson Chris (Endiang), (Irma), Somerville Rob Fenton Judy (Cochrane), Edge (Granum), Brian Fleming Cecilie (Vauxhall), Friesen Rick 2014 Directors: of Board newly-elected the welcomes also ABP S Doug and Chair Finance re-elected was (Cochrane) Chair, Buckley Vice John as team the joined has (Nanton) Chair, Lowe Bob elected was (Ponoka) Bowie Greg elected. was 2014The Executive a wyer (Pine Lake) will provide the Executive with guidance for his final year as Past Chair. Past as year final his for guidance with Executive the Lake) willprovide (Pine wyer “We were pleased to have Minister Verlyn Olson attend our our attend Olson Verlyn Minister to have pleased were “We The evening banquet brought greetings from Agriculture Agriculture from greetings brought banquet evening The Sawyer recognizing his outstanding leadership of ABP and and ABP of leadership his outstanding recognizing Sawyer Environmental Stewardship Award was presented and and presented was Award Stewardship Environmental weather, Round Rock Ranching, near Vermilion, still was near Ranching, weather, Rock Round to cattle producers in Alberta,” said Smith. Smith. said in Alberta,” producers to cattle Canadian the from given were updates Industry them. for producers can make conservation and stewardship work work stewardship and conservation make can producers banquet and speak to the delegates. The evening evening The delegates. to the speak and banquet honoured ABP’s outgoing Chair Doug Sawyer. The Sawyer. The Doug Chair ABP’s outgoing honoured an AdFarmprovided and Inc., CanFax Beef Canada Council, Research Cattle Beef the Association, Cattlemen’s although the McGrath family couldn’t be there due to the to the due there couldn’t be family McGrath the although and Olson Verlyn Minister Development Rural and ABP’s from marketing successes the of overview concluded with a touching salute to outgoing Chair Doug Doug Chair to outgoing salute atouching with concluded 2014 the as celebrated recipients. campaign.

January | February | 2014 PAGE 7 GRASS ROUTES PAGE 8 “Be it resolved that ABP lobby the that ABP lobby the it“Be resolved “Be it resolved that ABP lobby the that ABP lobby the it“Be resolved “Be it resolved that ABP lobby the that ABP lobby the it“Be resolved “Be it resolved that ABP lobby that ABP lobby it“Be resolved “Be it resolved that ABP that ABP it“Be resolved ‘No person shall ‘Nodirectly or person Zone 9 - Carried Zone Zone 9 - Carried Zone Zone 5 - Carried Zone Zone 2 - Carried Zone Zone 2 Zone the Alberta Conservation Conservation the Alberta wildlife as follows: that reads act Alberta government so that cattle that so cattle government Alberta Alberta government and and government Alberta forages for loss due to wildlifeloss for forages Alberta.” Alberta.” Alberta Financial Services Services Financial Alberta Alberta Conservation Association.” Conservation Alberta fur-bearing animals any on land’.” Association, but that these that these but Association, Livestock producers must not be not be must producers Livestock Environment and Sustainable Sustainable Environment and Progressive Conservative Conservative Progressive Resource Development to increase to increase Development Resource losses due to predators, including due to predators, losses indirectly buy or sell, trade or sell,or indirectly or buy trade problem areas.”problem hunting and harvesting of elk in hunting harvesting and barter, or offer to buy or sell or tobarter, buy offer or used as negotiating pieces by the by the as negotiating used pieces predation payments to producers to producers payments predation RESOLUTIONS AGM REPORT: Corporation to secure recognition recognition to secure Corporation not be allowed not be delayed by to be Government of Alberta to remove to remove of Alberta Government approved payments must be be must payments approved access to any land for the purpose to any purpose the land for access general funds of the province of province of of the funds general of feeding practices of bale, swath of bale, swath practices of feeding or change Section 49(1) Section change or of the coyotes, be generously paid by generously coyotes, be corn grazing, and stockpiled stockpiled and grazing, corn of hunting any or any big game damage.” government that approved wildlife that approved government delivered to producers on time. on todelivered producers emphasize to the Alberta emphasize to Alberta the - Carried

“Be it resolved that ABP oppose that oppose ABP it“Be resolved “Be it resolved that lobby ABP the it“Be resolved that urgethe ABP it“Be resolved “Be it resolved that lobby ABP the it“Be resolved “Be it resolved that lobby ABP the it“Be resolved “Be it resolved that lobby ABP the it“Be resolved that any producer it“Be resolved “Be it resolved that ABP put that put ABP it“Be resolved Zone 7-Carried Zone 3-Carried Zone Zone 2-Carried Zone Zone 7,Zone 4-Carried Zone 9-Defeated Zone 4-Carried Zone Zone 4-Carried Zone Zone 8-Defeated Zone the re-introduction of bison to ofbison re-introduction the vote.” $2.00 service charge returned to returned charge $2.00 service who withdraws any of their withdraws check-who Alberta government to cease to cease government Alberta Alberta government to have the government Alberta Alberta government to have a government Alberta until allBanff the Provincial Government to to Government Provincial Bill 43 and to give producers the the Bill to producers and give 43 industry have been addressed in addressed have been industry issuing licenses for fresh water water fresh for issuing licenses refundable or not by producer notby or producer refundable is check-off ifthe to decide right based payments for Ecological Ecological for payments based provincial government to repeal repeal to government provincial border to US beef until Country of until to US Country beef border our MP’s on pressure to close the use in the enhancement ofoil and inuse enhancement the non-refundable thereby allowing thereby non-refundable Goods and Services.” Services.” and Goods share equally in challenges.” the slaughter.” Origin Labeling is removed.”Origin Labeling a satisfactory manner.”a satisfactory active members of ABP.” members active to all and all sectors producers expressed by the cattle and beef beef and by cattle the expressed questions and concerns gas recovery.”gas off should not be kept as shouldon be not off onetime non-refundable service service non-refundable onetime encourage voluntary market voluntary encourage charge on all on charge animals at time of

“Be it resolved that the firm of that the it“Be resolved “Be it resolved that there be an be that there it“Be resolved 2012-2013 that the it“Be resolved that continue ABP it“Be resolved “Be it resolved that fully ABP it“Be resolved “Be it resolved that ABP open a that open ABP it“Be resolved “Be it resolved that only ABP it“Be resolved Zone 5-Defeated Zone 8-Defeated Zone Zone 3-Carried Zone Zone 5-Carried Zone the ABP executive ABP upthe set aformal in the of cattle totalthe sales to meet its Canadian Cattlemen’s Canadian its to meet ABP audited financial statements auditedABP financial statements assessment.” Association AGM Floor -Carried Saskatchewan Regional Plan, Regional Saskatchewan with Executive Director of ABP on a ofon ABP Director Executive Pasnak Ross chartered Kingston independent review of the reviewof the independent livestock.” review.” process to accomplish this process that bi-annual basis further and province.” Ca proposed expansion of off expansion ofoff proposed emphasis the on particular Board - Carried - Board support the Canadian Canadian the support highway vehicles (OHV) use on to on highway use (OHV) vehicles Board - Carried - Board audit.” audit.” 2013-2014 for auditors year-end as appointed be accountants and auditor’s report be accepted.” auditor’s be and report Canada be recorded to protect to protect recorded be Canada and sale of livestock within of sale livestock and check-off they retain and not on on not retain they and check-off ownership of transported transported of ownership that all so government movement grazing leases.”grazing South draft the regarding engage dialogue with the Alberta dialogue withAlberta the ttlemen’s with the Association

Representatives Council (CIC) Cattle Industry Council (CFC) Cattle Feeder Zones 1-3 ZONE 3INCLUDES: ZONE 2INCLUDES: 2014 DIRECTORY DELEGATE ZONE 1INCLUDES: WetadCut;Muti iwCut;MD f ihr;MDo Foothills; Rockyview; M.D.of Wheatland Bighorn; County;MountainView M.D. Improvement County;M.D. District of of Willow Pincher LethbridgeCreek; Creek; No.26; M.D. ;M.D. of Warner No. of 5;Countyof Countyof Forty Taber; Mile;;M.D. SpecialArea Newell No.2 No.4; South Countyof of ; Countyof o theRed DeerRiver. of No. Calgary. 9(Banff); Ranchlands; Improvement M.D. Kananaskis Improvement DistrictNo. 4(Waterton); of District. Garth Porteous Garth John Buckley 403-932-2486 403-952-1569 403-393-8022 Jake Meyer Bow Island Howard Bekkering Calgary Welling 403-654-2903 CFC -Vauxhall Peg Strankman Cecilie Fleming Mark Francis 403-687-2288 403-223-4807 403-948-0264 Granum Airdrie Taber Jimmy Nelson 403-576-3451 CFC -Stirling Brad Osadczuk Darren Bevans 403-752-4551 403-898-2132 403-932-3763 Brian Edge Raymond Cochrane CFC -Strathmore Bryan Thiessen Jenner 403-934-6122 403-934-3012 403-646-0051 403-654-2941 Rick Friesen John Bland Strathmore Bob Lowe Vauxhall Nanton 403-873-0620 Larry Delver CIC -WSGA Calgary Chris Israelson John deGroot 403-549-2201 403-725-2143 403-335-9667 Tyler Sawley James MacLean 403-556-3655 403-528-2991 CIC -ALDOBA Dan Rosehill Didsbury Vauxhall Nanton CIC -AAMA Olds

January | February | 2014 PAGE 9 GRASS ROUTES PAGE 10 Representatives Council (CIC) Cattle Industry Council (CFC) Cattle Feeder Zones 4-6 ZONE 6INCLUDES: LacombeCounty;Red Stettler; County. DeerCounty;StarlandKneehillClearwater ZONE 5INCLUDES:Countyof ZONE 4INCLUDES: 2014 DIRECTORY DELEGATE Pnk ony evrCut;Cut f eakwn tahoaCut;Cut fCamrose;LeducCounty; ; Strathcona ;Countyof County;Beaver County;Countyof Provost; Wainwright No. 61;SpecialArea Acadia;M.D. M.D. County;M.D. of of of Paintearth; Flagstaff Countyof N. ot ftheRed DeerRiver; SpecialArea No. 3;SpecialArea No. 4. of No.2 North ;Brazequ County;Improvement District No. 13;Edmonton. Rose Wymenga Walt Suntjens 403-779-2212 403-729-2360 403-783-8753 Greg Bowie Leslieville Ponoka Hanna CFC -Kirriemuir Craig Ference 403-552-3755 Chris Simpson 403-843-2269 403-885-5428 403-577-2382 Pat Rutledge Cathy Sharp Lacombe Monitor Bentley Charlie Christie 403-442-2470 CFC -Trochu Rob Somerville 780-542-3174 403-579-2406 780-754-2257 Judy Fenton Tim Sekura Endiang Irma Dave Solverson CFC -Camrose 780-672-7141 Arnie Tateson 780-893-0274 403-579-2107 403-575-2246 Ralph Buhler Tim Smith Coronation Endiang Nanita Blomquist 403-323-1111 780-387-4832 Gary Seutter Big Valley Millet

Representatives Council (CIC) Cattle Industry Council (CFC) Cattle F Zones 7-9 ZONE 9INCLUDES: ZONE 8INCLUDES: Athabasca; LacSte. AnneCounty;;M.D. Countyof Barrhead; Thorhild No. 7;Countyof ZONE 7INCLUDES:Countyof 2014 DIRECTORY DELEGATE eeder eeder

M.D. of MacKenzie No. 23; M.D. of Northern Lights; North of Chinook Valley Road; M.D. of Clear Hills; Northern ChinookValley ClearHills;Northern Road; M.D. of Lights;North of Northern MacKenzie No. 23;M.D. M.D. of of Vermilion River No. Two 24;Countyof HillsNo. 21;Countyof St.Paul; Countyof County;Countyof of Opportunity No. 17;Sturgeon Opportunity County;;Yellowhead LesserSlave of River; County;M.D. of o Sii ie;onyo Gad rii;MD fGreenview; ; M.D. M.D. of BigLakes SpiritRiver;County Zone;Improvement of DistrictNo. 25. of Peace; Fairview; SunriseCounty;M.D. Smoky River; M.D. Birch M.D. HillsCounty;SaddleM.D. of of of Improvement DistrictNo. 24. Wood Buffalo; Bonnyville; No. Regional Minburn 27;LamontCounty;Lakeland County;M.D. Municipalityof of Jasper. Improvement DistrictNo. 12;Municipalityof Roland Cailliau Bernie Regner Danny Hozack 780-875-5962 780-398-2365 780-524-4402 Streamstown New Brook CFC -Westlock Valleyview 780-349-1936 Ken Stanley John MacArthur Rick McKnight 780-681-2165 780-927-4255 780-768-3774 780-835-5862 Fort Vermilion CFC -Fairview Mike Lutzak Ron Wieler Hairy Jarvie Danny Tonhauser Lyndon Mansell Sheldon Hauca CFC - 780-523-4412 780-367-2404 780-592-2262 780-785-2760 High Prairie Dee Parke Sangudo Innisfree Lorrie Jespersen Colin Campbell Brian Chomlak Maarten Braat Maarten 780-785-2121 780-921-2180 780-927-3800 780-366-2180 Fort Vermilion Bon Accord Beauvallon CIC -AMP Barrhead George L’Heureux Norman Hennigar Gordon Graves 780-954-3788 780-826-2796 Grande Prairie 780-623-2586 780-814-3595 Lac LaBiche Iron River Ted Ford Westlock CIC -FAA

January | February | 2014 PAGE 11 NEW LOYALTY PROGRAM OFFER!

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