Recent concerns about food safety have
been the most disruptive and costly events the
Canadian beef industry has ever experienced.
At best, food safety scares reduce consumer
confidence in beef products. At worst, complete
loss of beef market access occurs because
of a food safety event. Either scenario, reduced
consumer confidence in beef safety or loss of
market access, adds considerable stress to the
Canadian beef industry as reduced consumer
demand causes lower beef and cattle prices. The research conducted for this study
revealed numerous strategies that the Canadian
beef industry could pursue to enhance product
demand.
