The federal government is investing more than $4 million in Canada’s beef industry as Ottawa looks to expand exports beyond its traditional markets.  

Announced Wednesday at the Calgary Stampede, the funding includes more than $3.7 million over two years through the AgriMarketing Program to promote Canadian beef and veal internationally, as well as $300,000 to help the Canadian Cattle Association expand access to key export markets.

“Canadian cattle producers are building on the reputation of quality, reliability and safety to sell over five billion worth of meat every year,” Agriculture Minister Heath MacDonald said. 

Canada exports nearly half of the beef it produces, according to the Canadian Cattle Association. Last year, beef exports reached $5.3 billion, with the U.S. remaining the Canada’s largest market. 

“We’ll continue to diversify,” MacDonald said, adding that Canada has expanded the market to Mexico. 

The announcement comes as Ottawa continues negotiations toward closer trade ties with the Mercosur, a South American trade bloc, while also looking to capitalize on opportunities created through the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, two initiatives the government has increasingly pointed to as part of its strategy to diversify exports beyond the United States. 

READ MORE: Beef sector warns new trade deals may undercut Canadian producers 

Standing alongside MacDonald were Canada Beef President Eric Bileniew and CCA president Tyler Fulton, both of whom described the funding as critical to expanding Canada’s presence  in overseas markets. 

The largest share of the funding will be used to promote Canadian beef and veal international with a focus on the Indo-Pacific. 

Bilenew added that there’s a need to enhance “footprint” in the “Southeast Asian belt,” as Canada still doesn’t have market presence in countries like Thailand and Malaysia. 

The funding also came amid questions about the future of federal agricultural research after recent closures of three Agriculture Agri-Food Canada research and development centres and four satellite research farms. 

Asked whether the government plans to restore funding, MacDonald said research remains “extremely important” but suggested future investment would be driven by industry priorities. 

“The world is changing very quickly, it’s changing with AI, we need to understand exactly what the industry and stakeholders want, and we need to have them at the table to discuss and make the decisions on research as well,” MacDonald said.