Agriculture and Agri-Food Canada

Agriculture and Agri-Food Canada

November 25, 2011 11:46 ET

Government of Canada Helps Raise Western Canada's Agricultural Profile Abroad

REGINA, SASKATCHEWAN--(Marketwire - Nov. 25, 2011) - Western Canadian farmers will benefit from increased sales and enhanced competitiveness in overseas markets thanks to an investment from the Government of Canada. Agriculture Minister Gerry Ritz announced today investments of over $690,000 to the livestock and forage sectors at Canadian Western Agribition.

"Our Government is proud to support our economy by helping farmers create new international business opportunities, and Agribition is an excellent place for farmers to showcase their high-quality products to the world," said Minister Ritz. "We will continue to make strategic investments in Western Canada's livestock and forage sectors to improve their competitiveness in foreign markets and boost our producers' bottom lines."

The investments announced today include:

  • $410,000 under the Livestock Auction Traceability Initiative (LATI) in support of 20 traceability initiatives to help Western Canada's livestock sector become more competitive in international markets by enhancing our ability to support animal health emergency management, food safety and market access;
  • Over $137,000 through the Canadian Agricultural Adaptation Program (CAAP), for two livestock and forage projects across Western Canada that will help increase economic opportunities for farmers, including:

    • $74,000 for Prairie Diagnostic Services of Saskatoon to build a new database system for tracking animal diseases that will help enhance Canadian market share at home and abroad; and

    • $63,000 for Sunprime Extracts Ltd of Russell, MB to develop an innovative alfalfa powder that is suitable for export.

  • $150,000 through the AgriMarketing Program for Agribition to promote itself in foreign markets and establish the International Business Centre (IBC). The Business Centre serves as a hub to connect international buyers with Canadian exporters. Last year, the IBC attracted over 750 visitors during the six-day event.

"For 41 years, Agribition has focused on international trade," said Marty Seymour, CEO and General Manager of CWA. "Our markets continue to grow around the world and support from the Government can only enhance our ability to attract market share with international buyers."

Agribition, one of Canada's premier agricultural events, is taking place from November 21 to November 26 in Regina, Saskatchewan. In 2010, the exhibition attracted over 140,000 visitors from Canada and more than 75 countries worldwide. More than 4,000 head of livestock were shown by nearly 1,200 exhibitors at last year's event, with over 450 commercial trade show exhibits on display.


AgriMarketing Program

The AgriMarketing program helps industry to implement long-term international strategies which include activities such as international market development, consumer awareness, promoting the Canada Brand and industry-to-industry trade advocacy.

The Government of Canada has also developed the Canada Brand strategy to help the Canadian agriculture, agri-food, fish and seafood sector distinguish itself from key competitors in international markets. The Canada Brand encourages buyers overseas to link Canadian products with quality, commitment, trustworthiness and the clean land and water for which Canada is known.

Tools and promotional products, including a stylized maple leaf logo, are available to registered Canada Brand members, including Canadian Western Agribition, to help them develop marketing strategies and activities adapted to their own circumstances.

To find out more about the AgriMarketing program or the Canada Brand international strategy, visit: or

CAAP Program

The Canadian Agricultural Adaptation Program is a five-year (2009-2014), $163-million program that supports the agriculture industry's ability to seize opportunities, respond to new and emerging issues, and test solutions.

In Saskatchewan and Manitoba, the regional component of CAAP is delivered by Agriculture Council of Saskatchewan and Manitoba Rural Adaptation Council. For more information on CAAP, please visit

LATI Program

The Livestock Auction Traceability Initiative is a three-year, up to $20 million initiative, funded under the Agricultural Flexibility Fund as part of the Economic Action Plan. It supports capital investments to improve traceability capabilities at high-risk, high-throughput co-mingling sites.

For more information on LATI, please visit

Contact Information

  • Media Relations
    Agriculture and Agri-Food Canada
    Ottawa, Ontario

    Meagan Murdoch
    Director of Communications
    The Office of the Honourable Gerry Ritz