Marketing Meat in 2011

May/June 2011
Marketing Meat
in 2011
Canadian Publications Mail Product Sales Agreement 41689029
Return undeliverable copies to: 7-1080 Waverley Street, WPG, MB, R3T 5S4
Modernized Poultry
Inspection
Capturing Halal
Opportunities
“Pasteurized”
meat and poultry
pg. 5
meatbusiness.ca $6.00

Volume 10, Number 3
6
10
26
22
In this issue May/June 2011
5 Guest Editorial
by Philip H. Kimball
6 Marketing Meat in 2011
by Alan MacKenzie
9 Class of 2011: Meat Industry Hall of Fame
10 A Bright Outlook
by Ronnie P. Cons
12 Modernized Poultry Inspection
by Sukhpal Deol, Martin Appelt, Boubacar Sidibe,
Robert Meilleur, and Gary Thiessen
14 Assembly Line
15 Promoting Canadian Beef in Fast Food
18 Cross Country News
20 Goodness in Every Bite
by Susan Evans
22 Capturing Halal Opportunities
by Ehsan Sairally
23 AAFC Scientist Awarded
by Debbie Lockrey-Wessel and Sheila Torgunrud
24 Industry Roundup
26 Inside Europe’s First Fully Equipped Test Kitchen
by David Rizzo
30 Meat Industry Business Watch
by Virginia Labbie
16 Events Calendar
meatbusiness.ca
May/June 2011 Canadian Meat Business

| Guest Editorial |
May/June 2011 Volume 10 Number 3
PUBLISHER
Ray Blumenfeld
ray@meatbusiness.ca
EXECUTIVE EDITOR
Alan MacKenzie
alan@meatbusiness.ca
ADVERTISING SALES
Sam Mayer
sam@meatbusiness.ca
CONTRIBUTING WRITERS
Philip H. Kimball, Debbie Lockrey-Wessel, Sheila
Torgunrud, Ronnie P. Cons, Sukhpal Deol, Martin
Appelt, Boubacar Sidibe, Robert Meilleur, Gary
Thiessen, Ehsan Sairally, David Rizzo, Susan
Evans, Virginia Labbie
CREATIVE DIRECTOR
Krista Rutledge
FINANCE
Jerry Butler
Canadian Meat Business is published
six times a year by We Communications West Inc.
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Winnipeg, MB, Canada R3T 5S4
Phone: 204.985.9502 Fax: 204.582.9800
Toll Free: 1.800.344.7055
E-mail: publishing@meatbusiness.ca
Website: www.meatbusiness.ca
Canadian Meat Business subscriptions are
available for $28.00/year or $46.00/two years
and includes the annual Buyers Guide issue.
©2011 We Communications West Inc. All rights reserved.
The contents of this publication may not be
reproduced by any means in whole or in part,
without prior written consent from the publisher.
Printed in Canada. ISSN 1715-6726
Pasteurized meat and
poultry – a bold step
to improve consumer
confidence in food safety.
BY ASKING THAT “PASTEURIZATION” be a term allowed on certain meat
and poultry product labels, NAMP is taking a bold step to improve consumer
confidence in food safety – the number one issue facing the North American
food industry and its regulators on both side of the border.
Most consumers are familiar with the role traditional pasteurization has in
making milk safe. More recently, however, the process has been applied to
other foods, including certain meat and poultry products.
For processors and manufacturers to be able to use the process, and to
communicate its improved food safety advantages to consumers, NAMP has
taken the unique step of simultaneously asking both the Canadian Food
Inspection Agency (CFIA) and the U.S. Food Inspection Service (FSIS) to allow
the term “pasteurized” to be used on food and consumer product labels.
Research has yielded important new tools to make manufacturing of all
types of food products safer. As these new approaches become available,
regulators have been scrambling to keep up. One of the most successful
means of eliminating and controlling pathogens is a rapidly developing
process known as high pressure pasteurization (HPP).
Although pasteurization can describe a thermal process, the U.S. National
Advisory Committee on Microbiological Criteria for Foods (NACMCF) has
recognized other types of pasteurization. They define pasteurization as:
“Any process, treatment, or combination thereof, which is applied to food
to reduce the most resistant microorganism(s) of public health significance
to a level that is not likely to present a public health risk under normal
conditions of distribution and storage.”
Health Canada is studying the use of pasteurization, which has been
proven to virtually eliminate pathogens or at least achieve a significant log
reduction. It would allow HPP to be applied to packaged meat and poultry
products and labelled as “pasteurized.”
It could help eliminate the recontamination of cooked products – after
cooking or during packaging. HPP addresses this challenge by subjecting
the fully packaged food product to extreme high pressure, much like the
experience of a submarine in deep water.
At the CFIA, this will likely bring into play the little known Consumer
Protection Division. This group is what remains of the no longer existing
Department of Consumer and Corporate Affairs. Within the CFIA, officials
provide guidance on what is misleading or fraudulent when it comes to food
labels. This aspect will be important in determining how the CFIA will react
to NAMP’s request.
How FSIS deals with the issue could become a factor as well.
NAMP is in a good position to ensure the industry’s continued investment
in food safety technology does not create any trade barriers.
NAMP invites the support and participation of other meat and poultry
industry associations in all three countries. This is important to all our
member companies. NAMP has a successful track record of partnering
with other associations on food safety issues, and looks forward to strong
participation on this issue, too.
Both Prime Minister Harper and President Obama have agreed that
regulatory barriers to trade should be reduced and perhaps removed.
NAMP’s pasteurization request may become a good example of how
a mutually cooperative regulatory change can be made in a way that
immediately benefits consumers and the food industry throughout
North America.
Philip H. Kimball, CAE is the executive director of the North American Meat
Processors Association (NAMP).
meatbusiness.ca
May/June 2011 Canadian Meat Business

Marketing Meat in 2011
Agency discusses the top trends that will affect meat
marketers in the near future.
By Alan MacKenzie
CONSUMERS ARE PAYING MORE attention to where
their meat comes from, and the quest for all-natural
meats shows no sign of slowing, according to a new
study from U.S. food and beverage marketing company
Pavone.
Pavone, which has released an annual study of trends
facing the food and beverage industry for the last several
years, released its first meat-specific study – “Meaty Issues:
Five Things You Need to Know” – in April.
“We don’t normally do what we call ‘meat based’ or
‘meat marketers’ trends, but as we were doing our trade
reports this year, there were so many things that seemed
specific to protein consumption that are becoming more
and more important,” says Mary Lorson, a researcher
with Pavone.
The study was conducted between November 2010 and
February 2011 and involved the cooperation of several
major companies, including ConAgra, Hormel and the
Campbell Soup Company. Through the study, Pavone
identified five important trends that will affect North
American protein producers:
The Rise of Place-Based
According to Lorson, an increasing number of
consumers want to know where their food comes from.
Expect to see an increase in “buy local” movements,
regionally based meat brands and “the rise of butchers.”
“Whether it is a large grocery store or a small butcher
shop, I want to know who that person behind the counter
is and I want to know where that meat is coming from,”
Canadian Meat Business May/June 2011
meatbusiness.ca

she says. “Even knowing the meat comes from that store,
that it is cut in-store and comes from a single animal, that
is going to become more important as time goes on.”
She adds that more and more consumers are willing
to pay a slight premium if they are confident in knowing
where their meat comes from.
“I think the idea of just putting a big red barn on your
label may have backlash as people get more sophisticated
about this” she says. “It will take more than just saying it
comes from some imaginary farm – people are going to
want to know exactly where that farm is and what kind
of farm it is.”
Meaty Issues
According to Lorson, “meaty issues” refers to the
concepts of “flexitarianism” and meatless Mondays that
are on the rise in North America. People who only eat
meat on certain days, or on fewer days, are more likely
to become aware of meat issues and ask questions like:
Is this meat from a family farm or a corporate farm?
Is this product natural or organic? Was the animal fed
hormones?
This trend, Lorson says, is leading to a rise in heritage
brands and the adoption of new terms, such as “pastured”
going beyond cage-free and free range and into animals
that are raised on a field. “This is coming up in poultry
production,” she says. “I haven’t seen it a lot in red meat
production, but I think it’s going to be there.”
She says there could also be a rise in offal consumption
among those following this trend, because they will care
| Cover Story |
more about the efficiency of eating animals.
“North Americans are very picky about what parts of
the animal they want to eat – we aren’t so excited about
eating kidneys, pigs feet, ox tail or brains – that goes so
far beyond what most of us are willing to consider. But we
know that among our ethnic audiences that is not such a
big deal,” she says.
+
“Whether it is a large grocery store
or a small butcher shop, I want
to know who that person behind
the counter is and I want to know
where that meat is coming from.”
– Mary Lorson, Pavone
Lorson adds that high-end restaurants and celebrity
chefs are presenting offal in very tasty and exclusive
ways that are leading to an increase in popularity. “It’s
becoming elitist, which is interesting because now we
have two audiences consuming offal – one at the very
meatbusiness.ca
May/June 2011 Canadian Meat Business

price-conscious ethnic level, the other at the extremely
affluent level. When you have both of those forces
working it’s going to move to the middle.”
The Quest for All-Natural
A “huge backlash” and resistance to chemicals,
hormones and artificial ingredients is leading to more
consumers willing to pay premiums for foods considered
“organic” or “all-natural”, Lorson says. However, debate
over the definition of these terms rages on.
“Among farmers this is a very volatile issue,” Lorson
says, adding that about 75 per cent of consumers believe
products labelled “organic” or “all-natural” are better
for their health. “But there is a lot of skepticism about
Canadian Meat Business May/June 2011
the term ‘all-natural.’ Organic is a government certified
thing, but all-natural is just what people choose to call
all-natural, and in some cases it’s misused.”
Conscious Consumption
According to Lorson, roughly 50 per cent of North
Americans say they will switch to a competitor if they
don’t approve of a specific brand due to ethical issues.
“It goes beyond whether the animals are treated right
and goes into whether farmers are farming responsibly,
not only for their own farms, not only for their own
animals, but for the environment,” she says.
Issues here include animal welfare, sustainability and
labour issues.
“Depending on who the consumer is, if Purdue is doing
something they think is wrong, they’ll switch to Tyson,
the store brand or someone else.”
The Single Voice
Digital media is a growing part of everyone’s life, but
it is also such a new medium that many are afraid – or
simply don’t know how – to use it, particularly for public
relations. E-mail and social media sites, such as Twitter
and Facebook, make it extremely easy for consumers to
share information, but often that information will be
false or so completely out-of-context that people miss
the point.
Articles and blogs, about food scares are often shared
digitally, and because of this meat marketing companies
need to have crisis communication plans for their digital
platforms. A huge example of the kinds of messages that
get passed around digitally is clips from the documentary
film Food Inc., which had an overwhelmingly negative
look at the food industry, particularly “factory farming”
and fast food.
“Not a lot of people saw Food Inc. in the movie house;
very few people rent it. But you can see it on YouTube
in 10 minute increments, and clips get passed around –
especially the shocking clips,” Lorson says. “If you watch
the movie as a whole you think, ‘yeah, there are a lot of
things here to think about’ – but you’re not panicked.
But if you see just one part of it, with nothing else, it
seems so horrible.”
“A lot of business people, I think, just throw their hands
up and say ‘digital media is for kids – I can’t market
with this.’ I believe you’re in real danger if that’s your
position,” she adds.
meatbusiness.ca

Photo: Meat Industry Hall of Fame
George Watts, president,
National Chicken Council
THE MEAT INDUSTRY
Hall of Fame (MIHOF)
announced 12 new
members that have
been elected to the hall. The nominees included industry
executives, scientists, innovators and association leaders
from all sectors of the livestock, meatpacking and poultry
processing industries.
The Class of 2011 was chosen from a list of more than
60 nominees in voting last month by the hall’s board of
trustees, as well as all living members.
“The Class of 2011 is a group of leaders who are
outstanding examples of the innovation, integrity and
service that characterize the values we cherish as Americans.
They represent one of our nation’s fundamental industries
and we’re proud to celebrate their accomplishments and
their legacies,” said Dan Murphy, executive director of the
hall and a former industry trade magazine editor.
The Induction ceremony for the new members will take
place on Nov. 1, 2011, at Chicago’s famed Union League
Club. The dinner and presentation ceremony coincides
with Process Expo, the food industry’s leading trade show
and a hall sponsor.
Class of 2011
Meat Industry Hall of Fame names
latest inductees.
Here is the Class of 2011:
• Alan Simon, chairman and CEO, Omaha Steaks
(retired)
• Clarence Becker, president, Becker Food Company
(posthumous)
• Dale Huffman, Ph.D., professor and researcher, Auburn
University (retired)
• Eldon Roth, founder, BPI Inc.
• George Watts, president, National Chicken Council
(retired)
• Jack Allen, professor emeritus of food marketing,
Michigan State University
• John Bryan, former board chairman and CEO, Sara
Lee Corp.(retired)
• John Story, vice president of meat marketing, Fairway
Foods (retired)
• Manny Rosenthal, chairman emeritus, Standard Meat
Co. (posthumous)
• Mel Salomon, chairman, Allen Brothers (retired)
• Phil Clemens, chairman, Hatfield Quality Meats
• Robert Madiera, executive director, American
Association of Meat Processors (posthumous)
For more information, visit meatindustryhalloffame.com.
meatbusiness.ca
May/June 2011 Canadian Meat Business

By Ronnie P. Cons
A Bright Outlook
Growing global demand indicates a strong future for
the meat and poultry industry in Canada.
AS I VIEW THE STATE of the Canadian meat industry and
its opportunities, it is, at once, a picture of restructuring;
rebuilding and realignment; consolidation and evolution;
and positioning in a world of growing worldwide demand
for meat and poultry.
Let’s be more specific. The primary foundation of
the bright outlook – and it is indeed bright – is the very
simple equation that demand for meat and poultry in
almost all parts of the world will expand over time, while
the places in which such products can be efficiently
produced will be limited.
Demand will grow as economies expand across the
globe. As economic activity accelerates, people have
more currency to spend, and their quality of life, health
status, and longevity improve; such has been the case
throughout historical record. It is one of the basic tenets
of capitalism. A part of this evolution is the transition
of sustenance-level diets to grain-based diets to diets that
include more meat-based proteins, which are relatively
more expensive. We have witnessed such evolution most
dramatically in recent years in Southeast Asia; in the
Middle East; in Russia and Eastern Europe; and, perhaps
most dramatically, in China. Most certainly, other parts
of the world are eventually to follow.
Who will be the world’s suppliers of these meat and
poultry products? As we consider potential in the
foreseeable future, in a practical sense, the list is pretty
small. In the case of beef, the supply base is limited
to three regions: North America, Oceania, and South
America. In the case of pork, the list includes North and
South America, China, South America, and Europe. In
the case of poultry, it is similar: North America, South
America, China, and perhaps Russia. Of course, there
are other regions of the world that could develop these
capabilities, but we’re talking about the places in which
production could be expanded quickly.
Those who will be best able to accommodate the
increase in worldwide meat and poultry demand within
the next decade are those who possess the necessary
resources and efficient infrastructure… not those who
may possess the natural resources but will require many
years to develop them. It is in this respect that Canada
offers a supreme advantage.
Efficient production of beef, pork, and poultry requires
some very basic elements: an accommodative climate; an
abundant supply of grain; an advanced infrastructure of
processing and transportation facilities; and, not least
of all, a knowledgeable and informed base of primary
producers. Canada is one of the few countries in the
world that offers all of these crucial ingredients.
Like every place in the world, Canada has its
challenges. Labour costs are higher than in the U.S. and
South America, for example. Corn supplies, because of
the cooler climate, are not as abundant as in either the
U.S. or Argentina, and this poses a natural disadvantage
particularly with respect to poultry production, wherein
some 80 per cent of the total production cost is accounted
for by corn and soymeal prices.
On the other hand, Canada possesses a superior
natural climate for grains such as oats, barley, and
wheat, not to mention a more favorable environment
for hog and cattle production. Additionally, pigs and
cattle can, and in many cases often do, produce pounds
of beef and pork more efficiently than in the U.S. or
South America. Canadian producers are noted for their
superior and uniform genetics, which are important
+
Canada is a country that is
extremely well equipped with the
natural land and resources for
current production and expansion
of meat and poultry supplies…
in the consistent quality of the pork and beef products
they produce. Canada has been a leader in the realm
of source-verification, particularly in Quebec, where the
province’s “ATQ” system keeps track of birth records and
all livestock movement throughout the animal’s lifetime.
It is one of the most sophisticated animal tracing systems
in the world.
Canada possesses a very sophisticated network of
further processing and distribution networks and export
facilities that are closely tied to the front end of the
supply chain, and this also aids in the efficient delivery
of meat products throughout the world.
In short, Canada is a country that is extremely well
equipped with the natural land and resources for current
production and expansion of meat and poultry supplies;
and which already has the infrastructure in place to
deliver these products anywhere in the world.
Ronnie P. Cons is the vice president of C&C Packing Inc.
(www.ccpacking.com), a Canadian leader in the distribution of
meat and poultry. He can be reached at rcons@ccpacking.com.
10 Canadian Meat Business May/June 2011 meatbusiness.ca

Dr. Sidibe and a CFIA
veterinarian evaluate
a turkey liver.
Photo: CFIA
Modernized Poultry Inspection
CFIA scientists on how poultry inspection has evolved since 1907 legislation.
By Sukhpal Deol, Martin Appelt, Boubacar Sidibe,
Robert Meilleur, and Gary Thiessen (CFIA)
AS A PLAYER IN the meat business, you probably deal
with the Canadian Food Inspection Agency (CFIA)
fairly routinely. Let’s cut through the policies and
procedures for a moment and see how poultry meat
inspection works and where it could be headed.
Back in 1907, Canada’s first federal meat inspection
legislation became law. The “Meat and Canned Foods
Act” for the first time set rigid sanitation standards
and required veterinary inspection of all food animals
PRODUCT DEVELOPMENT COORDINATOR
We, at Ontario Pork, pride ourselves in the way we do business. We
believe that our values, focus on innovation and excellence in customer
service, sets our organization apart. We are currently seeking a Product
Development Coordinator who can:
• Think outside of the box
• Coordinate and promote pork product training sessions
• Identify new innovative pork products, funding and growth opportunities
• Maintain knowledge of industry regulations, policies and trends
• Deliver marketing presentations and recommendations
• Foster strong relationships with industry
• Develop partnerships with Producers, Processors, Retailers and
Government Representatives
Qualifications
• Bachelor’s degree In Marketing, Business Management, Agriculture or
comparable degree
• Members of marketing or industry associations or familiarity with
Canadian Agri-Marketing Association (CAMA) and Canadian Food
Service and Restaurant Association (CFRA)
• 3 years experience in marketing, ideally in the field of agriculture.
A good understanding of retail, food service and processing sectors.
• Excellent written and verbal communication skills with strong
organizational and time management skills
• Self-motivated with excellent interpersonal skills
• Ability to deal with conflict effectively
• Experience with conducting market research and applying results to
business initiatives, ability to lead training programs and projects.
Some national and international travel required.
Interested applicants, please forward your resume and
cover letter to: hr@ontariopork.on.ca
www.ontariopork.on.ca
Put Ontario Pork
on Your Fork!
whose meat was intended for sale across provincial or
international borders. Visual inspection both before
and after slaughter could identify and exclude animals
that were unfit to be slaughtered or carcasses that are
unsuitable as food.
104 years later, Canada can pride itself of having
a very safe food supply – and not by chance. The
meat industry is investing in infrastructure and
better processes. CFIA as the regulator and oversight
authority must, in turn, develop and apply inspection
methods that are tailored to the speed and versatility
of today’s poultry meat production.
Here is where it becomes interesting: In the mindset
of 1907, meat was considered safe by virtue of a
government inspector having seen and inspected it.
“The government” had to ensure safe food.
+
104 years later, Canada can pride
itself of having a very safe food
supply – and not by chance.
Today we expect that producers are primarily
responsible for delivering a safe and wholesome
product to the consumer. CFIA is there to verify that
meat producers rise to that challenge.
If you run a small poultry plant and operate with a
small production volume, CFIA may indeed stick with
the “traditional inspection”: CFIA inspectors perform
most hands-on checks, including all post-mortem
defect detection activities on individual chicken
carcasses. In other words, the government inspector
looks at each single carcass and the organs. If you
think that this sounds much like the approach from
1907, you are right.
12 Canadian Meat Business May/June 2011 meatbusiness.ca

High-volume plants follow the modernized
approach to inspection: Trained industry employees
conduct the hands-on post-mortem carcass-by-carcass
examinations. Still, each carcass and the organs are
being looked at – just not by a government inspector.
CFIA staff monitors and checks the performance of
the industry employees and government inspectors
are busy concentrating on a wide variety of other food
safety tasks that their colleagues in 1907 could never
have imagined. CFIA is still firmly in control of what
happens to any abnormal poultry carcass: The industry
employee refers anything that looks abnormal to a
CFIA veterinarian for appropriate disposition.
CFIA veterinarians and inspectors also verify that
food animals are humanely slaughtered and that meat
and poultry products leaving federally inspected meat
establishments, or being imported into Canada, are
safe and wholesome.
Poultry meat inspection is a prime example for
information flows and a progressive approach to
oversight: Even before the chickens arrive, the CFIA
veterinarian has already received a “flock sheet”
for the shipment. It contains information on the
animals as well as assurance that potential chemical
and biological hazards associated with live domestic
poultry were controlled or prevented at the farm level
and during transportation.
The plant operator takes
responsibility to ensure that only
those flocks that have been cleared by
the CFIA veterinarian proceed to the
slaughter floor.
As you can see, the CFIA is becoming
more and more interested in ensuring
that operators create and follow
written protocols for each production
step and that operators have measures
in place to prevent, detect and correct
any errors that may have food safety
consequences. While CFIA staff still
inspect meat, they increasingly focus
on checking up on the operators’
processes and testing the plants’
failsafe mechanisms that must function
flawlessly.
These inspections are coordinated
and recorded through the CFIA’s
compliance verification system
(CVS). This very structured system
helps inspectors to keep track of the
hundreds of individual actions and
tasks that need to be checked each
shift, each day, each month and each
year.
We have come a long way since 1907.
But, what’s next? It is likely that we
will continue to see the most exciting
and forward-looking approaches to
meat inspection in the poultry sector.
The industry is vertically integrated,
exercises a high level of control over
its supply and generally deals with
animals of very uniform confirmation
and appearance. Science is looking
at the inspection tasks that provide
us with the most accurate determination whether a
poultry carcass is fit for human consumption or not.
Do we concentrate our resources well enough on these
tasks, or do we duplicate inspections of parts of the
carcass or organs without gaining valuable additional
information?
Are the priorities concentrated on those processes
that are essential for the safety and quality of the final
product?
There already is an increasing role for technology
(such as a robotic batcher, a water jet cutting robot,
a revolutionary portioner) as well as the use of
computer-controlled automatisation in every aspect of
production. How can we, as federal inspectors, harness
this development to our advantage? The CFIA is not
interested in compromising safety and wholesomeness
of the food in order to save costs. What we want to be
is even more efficient and precise in our inspection
work.
CFIA’s responsibilities in meat inspection stretch
from verifying animal health, humane transport,
handling and slaughter to safe processing and a fairly
labelled, healthy and wholesome end product. This
variety, together with the lively pace of innovation and
technology, makes for one exciting field to work in.
meatbusiness.ca
May/June 2011 Canadian Meat Business 13

| Assembly Line |
Assembly Line is an opportunity for companies to feature
new products for the meat producing, processing,
packaging and distribution industry. To include information
about your new product e-mail alan@meatbusiness.ca.
Stretch wrapped loads build brand awareness
Whether in a big-box store, on a
job site or on the back of an open-bed
truck, pallet loads are often visible to
consumers but seldom differentiated.
ITW Muller introduces its Logo
Wrap to give food manufacturers the
opportunity to advertise their product
while it’s on a stretch wrapped pallet.
The patented technology is a cost-effective and durable
alternative to traditional hand applied stickers or labels.
Integrated into new or existing ITW Muller Octopus
wrapping machines, the custom branded film can be applied
during the normal wrapping cycle.
The custom printed film, which is secured under a layer of
standard stretch film, is visible from all sides of a pallet and
resistant against normal wear and tear associated with load
handling. It can also withstand the outdoor elements. From
severe weather to dust, manufacturers can rest assured their
loads are always identifiable and professional looking on job
sites or in open inventory lots. In addition to its durability,
the Logo Wrap minimizes waste and labour. Traditional
stickers or labels are typically hand applied, increasing the
labour involved. They also have a tendency to fall off or tear,
creating unnecessary waste.
Because the Logo Wrap film is printed to manufacturer
specifications, it can include a company logo, contact
information or instructions for storage and transportation.
Now a customer pallet is more than just a way to transport
product safely and securely; it’s also a brand-enhancing
marketing tool.
itmuller.com
Safety features make Hollymatic saw
a cut above
Hollymatic, a leading manufacturer
of portioning machines and food
processing equipment since 1937, is
marketing the Hi-Yield 16-5000 Saw
for fresh and frozen meat, poultry,
fish, and vegetable products. The
16-5000 is a competitively priced,
high speed, high yield saw that offers
significant safety features, including a
Quick Stop Brake that stops the blade
within 1 second of shut-off or opening
of doors to dramatically reduce risk of
injury, as well as safety interlocked doors and double flanged
wheels.
Additional cost efficient features of the 16-5000 are:
• a three-speed selector switch for low, medium, and
high operation speeds up to 5,000 BFM on a variety of
products at different temperatures;
• a soft start, no-brake motor that reaches full speed in 3
seconds for less wear and tear on drive components and
maintenance-free braking;
• rugged stainless steel and energy efficient design;
• state of the art controls optimize energy usage;
• enclosed motor and swing-away tables for easy wash-down
cleaning and blade changing
hollymatic.com
Mepaco’s safe & sanitary pallet lifts
Lost-time injuries
can take a toll on
processors. Mepaco
offers a solution with
their ergonomically
designed EZL2500
and EZ4000 Sanitary
Lifts that offer relief
to back strain and
repetitive stress injuries. These Lifts are fabricated from
T304 stainless steel and come with Mepaco’s unique pickle
passivated sanitary finish. Both lifts are designed to handle
the harshest of washdown environments.
The EZL2500 Sanitary lift features a low-profile design that
allows it to be loaded and unloaded with a pallet truck. It
has a 2,500 lb. capacity. The EZ4000 has a 4,000 lb. capacity.
Other designs such as ground entry, lift and tilt, higher
capacity, and double scissors units are also available.
Mepaco lifts have been used in food and beverage
production areas, chemical and drug processing clean
rooms, and general warehousing locations. They have lifts to
fit any application including pallets, carts, racks, vats, drums,
and other containers.
mepaco.net
14 Canadian Meat Business May/June 2011 meatbusiness.ca

Promoting
Canadian Beef
in Fast Food
Popular chains partner with
BIC, focussing on quality 100
per cent Canadian beef.
CANADA’S BEEF INFORMATION CENTRE (BIC)
recently launched marketing campaigns with two major
fast food chains to promote their use of 100 per cent
Canadian beef.
BIC launched partnerships with McDonald’s Canada
to promote the quality of their beef burgers, and with
Arby’s Canada to re-launch its core roast beef menu
offerings.
“We are proud partners with McDonald’s Canada,” said
Judy Nelson, BIC committee chair and cow-calf producer
from Lundbreck, Alta. “They are major supporters
of the Canadian beef industry and we appreciate the
opportunity to work with them to promote the quality of
their beef offerings.”
McDonald’s Canada sources its beef exclusively from
Canadian beef farmers and ranchers, and it is the largest
purchaser of ground beef in the Canadian restaurant
industry, buying more than 66 million pounds of locally
raised beef every year, BIC stated in a release.
McDonald’s produced a television advertisement
highlighting the fact it uses only 100 per cent pure
Canadian beef to make its burgers. The ad ran nationally
for two weeks and the Canadian beef brand mark
appeared onscreen at the end of the 30-second spot.
BIC’s seven-week fully integrated marketing campaign
with Arby’s has been running since mid-April and focuses
on the chain’s oven-roast methods as well as the benefits
of roast beef – nutrition, quality and taste.
BIC worked with Arby’s for over two years on this move
to 100 per cent Canadian beef. The process included
consumer research which clearly demonstrated that
their guests wanted them to use Canadian beef, as it is
perceived to be a premium product and of high quality.
BIC helped develop promotional programs and offered
some unique ideas. Arby’s took advantage of BIC’s Make
it Beef Club – which has over 25,000 members – and
added value for members by offering a two-for-one
coupon, and increasing distribution of the offer.
“We are proud to serve 100 per cent Canadian beef,
seasoned and slow roasted in-house in our unique line
of wholesome sandwiches, wraps and salads,” Arby’s
vice president of marketing Tracey Fletcher said in a
release.
The campaign is supported with TV and online
advertising, social media, public relations and in-store
merchandising. The promotional posters and online
materials feature the Canadian beef brand mark.
- staff
meatbusiness.ca
May/June 2011 Canadian Meat Business 15

| Events Calendar |
Events Calendar promotes upcoming trade shows,
conferences, workshops and other events for the
meat industry. For up to date listings, visit
meatbusiness.ca/events.
AMSA to honour Dr. Catherine Cutter at
Reciprocal Meat Conference
On June 21 at the 64th Reciprocal
Meat Conference in Manhattan,
Kansas, the American Meat Science
Association (AMSA) will award Dr.
Catherine Cutter of Pennsylvania State
University the 2011 Distinguished
Extension-Industry Service Award.
The award was established in 1965
to recognize outstanding achievement
in meat science extension and service to the industry and is
sponsored by the American Meat Institute (AMI) Foundation.
Dr. Cutter will be honoured at a special reception and awards
presentation.
Thomas Powell, executive director of AMSA, said, “Dr. Catherine
Cutter is a deserving recipient of the Distinguished Extension-
Industry Service Award, having developed an outstanding meat
industry extension program serving Pennsylvania and U.S. meat
processors. Dr. Cutter’s extension and educational programs
provide training and information to small and large processors
as well as the general public.”
Dr. Cutter has developed and conducted numerous workshops
and educational programs. Some of her best known are HACCP
Training for Meat Processors, Food Microbiology and Sanitation,
Venison 101 (a hands-on program to make deer hunters and
custom processors aware of good sanitation and meat handling
practices), and Serve-Safe Training.
Dr. Cutter supplements her extension programs at Penn
State with a very productive research laboratory. Her work is
industry focused and receives funding from many organizations
including AMI, USDA and a number of individual companies.
The laboratory’s specific projects are aimed at solving pressing
problems of immediate concern to meat processors. Equally
important is the fact that she uses graduate and undergraduate
students to complete most of the laboratory and in-plant work.
The result is students who are well prepared to move into
industry positions.
Dr. Cutter's very extensive publication list gives testament to
her exceptional productivity while the prominence of student
coauthors indicates a laboratory where effective education is
underway.
Dr. Cutter is an enthusiastic and dedicated educator and
researcher serving the meat industry. Her meat industry
perspective, her unparalleled technical expertise in microbiology
and her exceptional skills and enthusiasm as a communicator
combine to make her one of the most effective Meat Extension
specialists in the U.S. today.
The Reciprocal Meat Conference runs June 19 to 22.
meatscience.org
QA 101 speakers announced
AMSA also announced the speakers for Quality Assurance
(QA 101), a course scheduled to follow the group’s Reciprocal
Meat Conference.
The program will take place June 22 and 23 at Kansas State
University.
Leading attendees through the course material will be
AMSA members and well-known industry experts Dr. Lynn
Graves Delmore, adjunct professor, California Polytechnic State
University - San Luis Obispo and industry consultant, Delmore
Consulting; Dr. Margaret Hardin, vice president of technical
services, IEH Laboratories and Consulting Group and Dr.
Lynn Knipe, associate professor and extension processed meats
specialist, The Ohio State University.
qa101.org
16 Canadian Meat Business May/June 2011 meatbusiness.ca

Upcoming Events
June 2011
8 – 10
World Pork Expo
Des Moines, Iowa
worldpork.org
19 – 22
AMSA Reciprocal Meat
Conference
Kansas State University
meatscience.org
21 – 23
PACKEX International
Direct Energy Centre
Toronto, Ont.
pac.ca
23 – 24
NAMP’s Centre of the Plate
Training II: Cuts to the Culinary
Kendall College
Chicago, Illinois
namp.com
23 – 24
NAMP Centre of the Plate
Training II
Kendall College
Chicago, Illinois
namp.com
August 2011
23 – 24
Campylobacter 101
Auburn University
Auburn, Alabama
namp.com
September 2011
15 – 18
NAMP Outlook Conference
L’Auberge Del Mar
Del Mar, California
namp.com
26 – 28
Pack Expo 2011
Las Vegas Convention Center
Las Vegas, Nevada
packexpo.com
November 2011
1 – 4
Process Expo
McCormick Place
Chicago, Illinois
myprocessexpo.com
Thefoodnewz is an on line events calendar created by Debra
Bradshaw of Zep Food & Beverage Division. To find out more
about the events listed in this magazine visit thefoodnewz.
com. If you know of events not listed please email Debra
directly at zeprep@rogers.com.
meatbusiness.ca
May/June 2011 Canadian Meat Business 17

| Cross Country News |
British Columbia
Manitoba
HST changes “very little, very late”
The Canadian Restaurant and Foodservices Association
(CRFA) said the recent changes to the harmonized sales
tax (HST) in British Columbia amount to “very little,
very late” for the province’s restaurant industry and its
customers.
“The fact remains that the cost of a restaurant meal is still
going up because of the HST, and to add insult to injury
the government is raising taxes on our members,” CRFA
president and CEO Garth Whyte stated in a release.
The CRFA said public opinion polls and town hall
meetings have clearly shown that British Columbians
recognize the negative impact of the HST on the
restaurant sector. The association noted that restaurant
sales in British Columbia have been trailing the rest
of Canada since the HST was introduced. They said
restaurant sales in B.C. were flat (-0.1 per cent) between
July 2010 and January 2011, compared to a 1.7 per cent
increase for all of Canada. Excluding B.C., sales in the
rest of Canada rose 2.0 per cent.
According to the CRFA, British Columbia’s $10-billion
restaurant industry is the fourth-largest private-sector
employer, providing 161,000 jobs in communities across
the province, including 75,000 jobs for young people
under the age of 25.
Alberta
XL shutting down Calgary operations
XL Foods announced in April it will close down two
Calgary meat processing plants indefinitely.
The company, Canada’s largest owned and operated
beef processor, blames challenging market conditions
and a decline in the western Canadian cow herd for the
closures.
Approximately 500 employees at the XL Meats and
XL Beef plants received pink slips. The company is
also shutting down a plant in Idaho and laying off 500
workers there.
XL Foods said it will continue to be a purchaser in the
cattle marketplace.
Province announces new aid programs
for livestock, ag producers
The Province of Manitoba announced two support
programs for agriculture and livestock producers affected
by flooding and a recent blizzard.
Manitoba Agriculture Food and Rural Initiatives
(MAFRI) Minister Stan Struthers said a new program
will help agricultural producers dealing with high water
in the Shoal Lakes area. The program will include floodrelated
compensation assistance for:
• producers who lost income of hay and pasture land in
2010 and 2011; and
• transportation costs related to moving animals and
feed that was threatened by flood waters.
“We know that a lot of hay and pasture land has been
lost to flood waters and we are acting now to support
farmers who are worried about feeding and pasturing
their livestock,” the minister stated in a release.
An additional element is a voluntary buy-out program
with transitional assistance for an additional year for
producers impacted by high-water levels, Struthers said,
adding the cost of the initiative is estimated at over $22
million over three years.
In a separate release Struthers said livestock producers
that lost animals in an April blizzard will be eligible
for compensation through a special livestock mortality
program.
“The late-season blizzard that hit on April 29 and 30
packed a strong punch, killing many animals in our
province,” said Struthers.
The program applies to animals that were lost as a result
of the blizzard that brought heavy amounts of rain and
snow. Assistance will be based on the number of head lost
at market value and will ensure all producers impacted
by the loss receive equal treatment, said the minister.
Eligible animals include beef cattle, dairy cattle,
bison, elk, sheep, goats, llamas and horses used for the
production of meat or pregnant mare urine. Purebred
livestock will be compensated at a rate 1½ times higher
than commercial production.
It is estimated that close to 2,000 animals died as a result
of this storm.
Ontario
Willowgrove Hill wins innovation award
for omega-3 pork
Mitchell, Ont.-based pork producer Willowgrove Hill has
been given a prestigious award that recognizes industry
innovation from Ontario Premier Dalton McGuinty
for the development of a new omega-3 enriched pork
product.
The Premier’s Award for Agri-Food Innovation
Excellence recognizes owners Paul and Rosie Hill's
efforts to create a new product in the marketplace –
premium pork that is nutritionally enriched with DHA/
18 Canadian Meat Business May/June 2011 meatbusiness.ca

| Cross Country News |
EPA omega-3 polyunsaturated fatty acids and organic
selenium.
According to the company, DHA EPA omega-3 fatty
acids have been linked, in various international studies,
to supporting the normal physical development of the
brain, eyes and nerves. This is the first pork product in
North America that can make the health claim: “Supports
the normal physical development of the brain, eyes and
nerves.”
“We set out to offer Ontario families exactly what’s
important to our family: farm fresh, great-tasting,
premium pork that’s traceable from farmgate to plate,”
Paul Hill said in a release. “We’re truly honoured to be
recognized for our contribution to the industry. We’re
also thankful to the grocers and butchers who have
not only embraced our unique product – but have also
successfully marketed it to discriminating customers.”
The couple said they were inspired to enrich their pork
products after losing their young son Ryan to liver cancer
in 2001.
Working with Grand Valley Fortifiers, a market leader in
animal/livestock health and nutrition, Willowgrove Hill
introduced DHA/EPA omega-3 and organic selenium
naturally, through feed.
The Premier’s Award for Agri-Food Innovation
Excellence was established in 2006. Up to 55 regional
awards are given annually with a cash
prize of $5,000. From these winners the
top awards are chosen. Willowgrove Farms
won the $100,000 Premier’s Award. The
$50,000 Minister’s Award was given to dairy
producer Duizer Farms for the innovative
design of a robotic dairy barn.
president and CEO of Olymel, said in a release. “Since
the restructuring that began last year, market conditions
have not improved and current low production volumes
for chicken tournedos and skewers no longer justify
continued operation of the Iberville plant. These
changes should generate significant economies of scale
in our operations.”
The distribution centre adjacent to the Iberville plant
where fifteen persons currently work will, however,
continue operating, the company stated.
Since last year the Iberville plant has focused its
operations on the production of chicken tournedos and
skewers. Most of the production volume will be taken
over by a nearby Olymel plant located in St-Jean-sur-
Richelieu. That facility will require over $500,000 in
renovations, which is expected to create approximately
30 new jobs. Nadeau said laid-off employees from
Iberville will be offered these positions first.
The St-Jean-sur-Richelieu plant currently has a staff
of 85.
Farms for the innovative design of a robotic dairy
barn.
Buffalo Wild Wings opens first
Canadian location
On May 17, popular U.S. restaurant
chain Buffalo Wild Wings opened its first
Canadian location in Oshawa, Ont.
Buffalo Wild Wings announced plans to
expand into Canada last August with a
goal of opening 50 company-owned and
franchised restaurants across the country in
the next five years creating approximately
3,500 jobs across the country.
Buffalo Wild Wings was founded in 1982
and is headquartered in Minneapolis,
Minnesota. Currently the grill and bar
chain has 680 locations across 43 states.
Quebec
Olymel’s Iberville plant to close
Aug. 19
Olymel l.p. will close its Iberville, Que.
poultry plant on Aug. 19, resulting in the
loss of 120 jobs.
“Olymel does not take the decision to
cut these jobs lightly,” Réjean Nadeau,
meatbusiness.ca
May/June 2011 Canadian Meat Business 19

| Canadian Beef: Goodness in Every Bite |
The Right Thing to Do
How Canada’s beef industry utilizes sustainable practices.
By Susan Evans, Beef Information Centre
SUSTAINABILITY IS THE NEW buzzword – it’s on all the
Top Ten Trends lists, consumers are talking about it and
it’s headlining in the media, but what does it mean?
There is no single definition – what sustainability means
depends on whether you are a purchaser, seller or just a
bystander. A generally accepted overall definition from a
2009 U.K. industry report states that sustainability means
“meeting the needs of the present generation without
compromising the ability of future generations to meet
their needs.” This definition captures the essence and
extends well beyond food miles or the carbon footprint.
Utilizing sustainable practices is the right thing to do;
here is some information to share with your customers
on how the beef industry incorporates sustainability into
production.
Where does sustainability fit in the beef
supply chain?
An ongoing commitment to environmental stewardship
and sustainable agriculture is an integral part of the
Canadian beef brand promise to industry and consumers
alike. As a matter of fact, the clean, pristine and natural
environment in which Canadian beef is produced is one of
the reasons why it is so highly regarded around the world.
Canadian beef gives you piece of mind that the sustainability
of land, water and air is top of mind for Canada’s beef
producing families.
Canada’s beef producers are caring
stewards of our environment.
For Canada’s 83,000 beef producing families, caring for
the land is what they do 365 days a year. Sustaining the land
is essential for their business to survive and Canadian beef
producers are proud to be stewards of the land around them.
Many cattle producers’ develop environmental farm plans
that help them utilize good management practices reducing
the environmental footprint of Canadian agriculture.
Raising cattle on otherwise non-food
producing land is good for the environment.
In Canada, nearly one third of our agricultural land is
unsuitable for crops, but is suitable for grasses which are
used to raise grazing livestock and support wildlife. This
more than doubles the land area that can be used to
produce food in Canada. Cultivating this marginal land
for food crops would destroy natural habitat and impact
wildlife however planting grasses on vulnerable cultivated
land prevents wind and water erosion. Healthy grasslands
also encourage biodiversity by providing a natural habitat
in which native plants, insects, birds and wildlife can coexist
and thrive alongside cattle.
Unlike annual crops, perennial grasses devote much of
their energy into root stores that allow them to survive the
winter. This root mass stabilizes the soil, reduces soil and
water erosion and promotes aeration and water filtration.
The roots eventually die, decay, and contribute to soil
organic matter. It’s economical, natural, effective carbon
sequestration.
Cattle producers manage the environment
along rivers and streams.
Producers make it a priority to maintain water quality,
wildlife habitat and cattle productivity. Cattle are fenced out
of the most sensitive areas. Producers take other measures
such as fencing “buffer strips” to ensure healthy shoreline
vegetation, which in turn filters sediment and provides
wildlife habitat. Solar powered pumps can be used to
move water into troughs giving cattle clean fresh water and
discouraging them from walking into the streams.
Canada’s world-class efficiencies in cattle
production continue to decrease our carbon
footprint.
As part of the digestion process, cattle produce the
green house gas methane. These emissions from cattle
vary with feed quality and digestibility. As the quality of
the feed increases, emissions per pound of meat produced
decreases. In Canada the quality of feed and pastures
exceeds that of most other countries. In fact, Canadian
scientists have estimated that GHG emissions/kg live animal
weight decreased from 16.4 to 10.4 kg of CO2 equivalent
+
For Canada’s 83,000 beef
producing families, caring for the
land is what they do 365 days
a year.
from 1981 to 2006 (Source: Vergé, 2008. Greenhouse gas
emissions from the Canadian Beef Industry, Agricultural
Systems, 98:126-134). Selective breeding has led to cattle
that are very efficient in feed conversion and that minimize
green house gas emissions.
Canada’s entire agriculture industry is
responsible for only about 8.6 per cent
of Canada’s Green House Gas (GHG)
emissions.
In Canada in 2008, transportation was the source of 26
per cent (198,000 kilo-tonnes) carbon dioxide equivalent of
20 Canadian Meat Business May/June 2011 meatbusiness.ca

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total Canadian greenhouse gas emissions, two thirds more
than agriculture. (Source: Canada – National Inventory
Report April 15, 2010. Page 21 Table S-1 Canada’s GHG
Emissions by Gas and Sector).
Feedlot production is mindful of the
environment.
Feedlot practices that improve the growth performance
and feed efficiency of cattle also have environmental
benefits; for example less feed per pound of beef is needed
resulting in reduced manure output. The numbers reflect
that Canada’s cattle producers are doing more with less:
between 1977 and 2007 Canadian domestic slaughter
decreased 20 per cent while beef production increased
11 per cent (domestic slaughter only). During that same
period, Canada marketed 10 per cent more slaughter
cattle but produced 39 per cent more beef (includes live
slaughter cattle exports to the U.S.).
Caring for Canada’s pristine environment with
environmentally sensitive ranching practices backed by
strict environmental regulations; making the best use of
Canada’s non food producing available land; and finding
efficiencies in cattle production to reduce green house gas
emissions; all combine to create a sustainable industry.
Susan Evans is a trade communications manager with
the Beef Information Centre, the beef market development
division of the Canadian Cattlemen’s Association. www.
canadianbeef.info
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meatbusiness.ca
May/June 2011 Canadian Meat Business 21

Capturing Halal Opportunities
Food companies need to take a closer look at the halal market,
as their products may already be compliant.
By Ehsan Sairally
THERE ARE VARIOUS CHALLENGING issues occurring
throughout the world. Whether it’s environment, energy
consumption, green technology or food innovation, the
fundamental fact remains that world food consumption
will keep on increasing due to population growth. Because
of this growth, food companies should take a closer look at
halal market opportunities both in Canada and worldwide.
Currently, the global halal consumer population is estimated
to be 1.6 billion and growing. By 2025, halal consumers will
make up 30 per cent of the world demographic.
Halal is an Arabic term denoting what is “permitted”
according to Islamic faith. It is a religion-based diet
stipulating purity of contents, inputs and process. Most
animal products are permitted with the exclusion of pork
and pork derived products. For those permitted animal
species (beef, chicken, mutton, goat, etc.) there is a
prescribed animal handling and slaughtering protocol,
which is based on concerns for animal welfare. The same
requirements apply to food additives. Some additives may
have pork derivatives or may be derived from permitted
animal species that were not slaughtered according to halal
protocol and are not permitted.
Canada is known around the world for the quality of its
food exports and should take advantage of global halal
markets opportunities. Halal foods are not just meat only.
They cover the whole spectrum of food categories including
meats, dairy, bakery goods (bread, biscuits, cookies), fruits/
vegetables (fresh and processed) condiments /spices, snack
foods, confectionery as well as beverages. Companies may
not realize that some of their existing products may already
be halal compliant but just need to be certified.
Some quick facts on halal market size and scope:
• North America halal consumers – approximately nine
million;
• Halal market is a young consumer market (60 per
cent);
• U.S. survey indicates halal consumer spending is
approximately $170 billion;
• Halal consumers constitute 25 per cent of the worldwide
food market;
• Annual global halal market potential estimated at $800
billion to $1.2 trillion;
Halal certification benefits:
• Increase consumer confidence;
• Create added value;
• Visibility of your store;
• One stop shopping;
• Word of mouth advertising;
• Social media and technology;
• Certified by a fully Canadian owned halal certification company.
Halal food market segments:
• Retail grocery and supermarkets;
• Wholesale;
• Food service and catering;
• Restaurants and hotels;
• Airlines;
• Tourist destinations.
One Canadian company that has embraced the halal
concept is Prairie Emerald Oil, which makes a natural hemp
seed oil product that is extracted mechanically without use
of chemicals, preservatives or additives. The product is low
in saturated fats, a source of polyunsaturated fats, and is
free from trans fat and cholesterol (15ml) of hemp seed
oil provides 8g omega-6, 3.0g omega-3, zero trans fat, zero
cholesterol, and 10 per cent of the recommended daily
intake for vitamin E. This, of course, is just one example of
a Canadian company that sees the opportunity to market
its product for both the domestic market and worldwide.
To become halal certified, you may contact a certification
agency such as Halal Product Development Services
(HPDS), a registered 100 per cent Canadian owned
company offering halal services to food processors across
Canada and beyond. Certification gives assurance to halal
consumers that their faith-based dietary requirements
will be met, and provides the industry with access to the
growing halal market.
Ehsan Sairally is the president of Halal Product Development
Services (www.halalproductservices.com). Contact him at
eshan@halalproductservices.com.
22 Canadian Meat Business May/June 2011 meatbusiness.ca

AAFC Scientist Awarded
Researcher receives international accolades
for work on reducing greenhouse gas
emissions from livestock.
By Debbie Lockrey-Wessel and Sheila Torgunrud
IN STOCKHOLM’S CITY HALL, the same
hall used for the Nobel Prize ceremony, Dr.
Karen Beauchemin received the Bertebos
Prize on Jan. 28. Based in the Lethbridge
Research Centre in Alberta, Dr. Beauchemin
conducts research on reducing greenhouse
gas emissions (GHG) from livestock that is
now recognized internationally and gaining
attention around the world.
The Bertebos prize is awarded every
second year from the president of the
Royal Swedish Academy of Agriculture and
Forestry to a scientist who demonstrates
highly qualified, pioneering development
methods in the area of food, agriculture,
ecology or animal health.
Dr. Beauchemin certainly meets
these requirements – she is recognized
internationally for her expertise in the
areas of acidosis (a nutritional disorder
+
In addition to the
prestige, the Bertebos
Prize came with a
unique bonus; a
task to continue the
research discussion.
in cattle), rumen function and the fibre
requirements of cattle. Thanks to the work
of Dr. Beauchemin and her colleagues,
Agriculture and Agri-Food Canada (AAFC)
is recognized as a world leader in measuring
GHGs and in developing strategies to
reduce emissions from agricultural
activities.
“Livestock contribute to greenhouse
gases through the methane produced
during the digestion of feed as well as from
the decomposition of manure,” explains Dr.
Beauchemin. “One aspect of my research
is developing ways to reduce the amount
of methane produced by both beef and
dairy cattle by feeding them different diets,
and changing the way cattle are managed.
Already, several new feeding strategies
are showing promise to reduce emissions
and could be easily transferred to other
countries.” These strategies were profiled
in the January/February issue of Canadian
Meat Business.
Dr. Karen Beauchemin has been on a
roll of recognition since the summer of
2010. It started last July when she received
the “Applied Dairy Nutrition Award” from
the American Dairy Science Association
for outstanding achievements in research,
teaching and extension in applied dairy
nutrition. Later in October, Dr. Karen
Beauchemin joined her husband, Dr. Sean
McGinn (conference chair), in hosting over
400 delegates from more than 39 countries
at the 4th International Greenhouse Gases
and Animal Agriculture Conference in
Banff, Alta. Together they showcased
their leadership as part of AAFC’s team in
developing strategies to reduce GHGs from
animal agriculture.
In addition to the prestige, the Bertebos
Prize came with a unique bonus; a task to
continue the research discussion.
“I get to organize a conference on the
topic of my choice that relates to why I was
given the award” Dr. Beauchemin says with
a big smile.
The Bertebos Foundation helps by
providing a budget and assistance with
the arrangements. The conference will
be held in Sweden in 2012 and is open to
members of the Swedish Royal Academy as
well as invited international delegates. Dr.
Beauchemin sets the program and invites
world-class speakers.
“I want to ground the conference by
focusing the discussion on what it means
for agriculture, for livestock” she adds.
Indeed this conference will cement
Canada’s reputation as a world leader
in measuring GHGs and in developing
strategies to reduce emissions from
agricultural activities. Congratulations to
Dr. Karen Beauchemin for her research
accomplishments and recent recognition.
Debbie Lockrey-Wessel is a communications
advisor with Agriculture and Agri-Food Canada.
Sheila Torgunrud is with the communications
and consultations branch of Agriculture and
Agri-Food Canada in Lethbridge, AB.
meatbusiness.ca
May/June 2011 Canadian Meat Business 23

| Industry Roundup |
Maple Leaf chairman Wallace McCain dies
at 81
The board of directors of Maple Leaf Foods on May 14
announced the death of its chairman Wallace McCain,
who passed away at the age of 81 after a lengthy struggle
with pancreatic cancer.
“Wallace made an indelible impact on Maple Leaf
Foods, our country and the food industry globally,” stated
Purdy Crawford, lead director of the board. “He had
a rare gift for business that was driven by his personal
courage, love of people, and sharp insights. His incredible
accomplishments came about because of his perseverance,
humility and belief in others. Wallace’s efforts to support
his community, and those less fortunate, were tireless. He
was an extraordinary man, with a huge heart, and we will
miss him profoundly.”
Chairman of Maple Leaf Foods, and co-founder and vice
chairman of McCain Foods, McCain was a pioneer of the
Canadian food industry. With his brother Harrison, he cofounded
McCain Foods in 1956 and built it into a multibillion
dollar global French fry and frozen foods company.
In 1995, the McCain family, together with a financial
partner, acquired a controlling interest in Maple Leaf
Foods and transformed it into Canada’s largest bakery and
prepared meats company. Today Maple Leaf Foods has
21,000 employees at operations across Canada, the United
States, the United Kingdom and in Asia.
Michael McCain, CEO of Maple Leaf Foods stated,
“Wallace McCain was an inspiration, as a father,
businessman and humanitarian. His incredible success
in business was always balanced with the importance of
family and community. He had unwavering values that
defined him and everything he did. My family and the
entire Maple Leaf community deeply mourn his passing,
but also celebrate his life and the contribution he made to
so many people.”
Wallace McCain is survived by his wife Margaret, his four
children and nine grandchildren.
His successor as chairman will be determined by the
Maple Leaf Foods Board of Directors.
Conservatives, Ritz return
On May 2, Canadians re-elected Prime Minister
Stephen Harper’s Conservative government, this time as
a majority.
The North American Meat Processors Association
(NAMP) said in a recent newsletter that Canada’s new
majority government provides “much hope and optimism”
to the North American meat industry.
“A majority government gives Canadians and Canadian
business at least four years of political stability – something
meat and poultry processors on both sides of the border
have not had for quite some time,” the newsletter article
stated.
The group notes that much needed legislation can now
be proposed and passed, including long awaited reforms
at the Canadian Food Inspection Agency (CFIA) and
modernizing Canada’s Food and Drugs Act.
NAMP said that after the Conservative government won
a majority, it can now engage the U.S. government without
repercussions back home, allowing border issues to be
placed high on the agenda.
Two weeks following the election Harper announced
his new cabinet, which includes the return of Gerry
Ritz as Minister of Agriculture and Agri-Food and the
appointment of Christian Paradis as Minister of State for
Agriculture, taking over for Jean-Pierre Blackburn, who
was defeated in the federal election.
The Chicken Farmers of Canada (CFC) was among the
agriculture groups to welcome Ritz back to his position.
“CFC welcomes the opportunity to work again with
Minister Ritz on the issues that impact Canada's chicken
industry. We look forward to working with the Minister
and his staff at AAFC, CFIA and FPCC and we can't wait to
write the next chapter in our growing success story,” CFC
chair David Fuller stated in a release.
CFC said it looks forward to working with the federal
government on its strong defence of supply management
in multilateral and bilateral discussions, such as CETA and
the WTO as well as on issues of food safety, research, risk
management and animal care.
No walking papers for Ronald McDonald
A U.S. consumer watchdog group called Corporate
Accountability International (CAI) recently called on
McDonald’s to retire its fictional spokesclown Ronald
McDonald and stop “marketing junk food to kids.” The fast
food chain rejected the request.
CAI, which claims to represent more than 550 health
institutions, took out full-page ads in several U.S. newspapers
24 Canadian Meat Business May/June 2011 meatbusiness.ca

| Industry Roundup |
urging the restaurant chain to stop using the character,
which has been the face of McDonald’s since 1971.
On May 19, at the company’s annual shareholders
meeting, McDonald's CEO Jim Skinner reportedly said
what people eat is “about the personal and individual right
to choose” after shareholders voted against a proposal to
address the group's concerns.
Skinner said Ronald McDonald is “going nowhere” and
that the character is “an ambassador for good” through
the Ronald McDonald House charities.
In a USA Today article CAI spokesperson Nick Guroff,
said the fact that McDonald’s addressed their concerns at
all was “an extreme success.”
Provisur Technologies names new North
American sales manager
Chicago-based Provisur Technologies, Inc., a leading
global provider of high performance food processing
equipment, announced the appointment of Tom Van
Doorn to sales manager, slicing North America.
“We are fortunate to have a professional like Tom at
Provisur as his talents and skills are the perfect fit with our
long range plans for continued growth and expansion,”
Kevin Howard, vice president of sales and service for the
Americas at Provisur Technologies, said in a release. “Tom
has demonstrated success in building and leading high
performance teams in the pursuit of higher productivity
and lower cost solutions for our customers. Our Formax
and Cashin slicing brands, represented by the PowerMax
and CashinEDGE product lines, clearly provide a solid
foundation for Tom and his team to build upon.”
Van Doorn comes to Provisur with 25 years of food
industry experience, including broad commercial
experience with companies such as Convenience Food
Systems (CFS), Weber, and Cryovac.
our friends over the next few months to recover from the
events caused by the earthquake,” added CPI president
Edouard Asnong.
h@ms Marketing names president
h@ms Marketing Services Co-op Inc., which represents
300 hog producers in Manitoba and Saskatchewan, recently
announced Bradley Rodgers as its new president.
Rodgers has been a delegate and director of Manitoba
Pork Marketing Co-op Inc. (now known as h@ms) for 13
years. He was first elected as a delegate in 1998 representing
the Northwest District and in 2000 was elected to the
board of directors. Rodgers has served as the board’s vicepresident
since 2007.
Rodgers grew up on the family hog and grain farm in
MacGregor, Man. Upon graduation from university, he
worked as a teacher for several years, but was drawn back to
the family farm in 1991. He currently farms with his father,
uncle and brother-in-law. Rodgers Farms Ltd. produces
breeding stock and butcher hogs as well as 4,000 acres of
corn, wheat, barley, edible beans, canola and soybeans.
New executive for Spice Association
The Canadian Spice Association recently held its annual
general meeting in Kingston, Ont. on May 12 to14. Elections
were held for executive positions with the following results:
president (2011/12) – Gaspere Coletti, Cell Foods Inc.;
vice president – Wayne Farrell, The Ingredient Company;
and treasurer – Petr Boucek, Newly Weds Foods Co.
Canadian pork industry groups team up to
support recovery efforts in Japan
Pork producers and exporters from across Canada will
donate over $100,000 to the Canadian Red Cross Japan
relief fund to support longer-term relief and recovery
efforts in affected communities, the Canadian Pork Council
(CPC) and Canada Pork International (CPI) announced.
The donation is in addition to the money that has been
donated by Canada’s pork packers and trading companies
over the past few weeks, the groups noted.
“Our industry has many business and personal friendships
with the people of Japan and we have all been touched by
the scale of this enormous tragedy,” CPC president Jurgen
Preugschas stated in a release. “Canadian pork producers
from coast to coast have been deeply saddened by recent
events and want to support the relief efforts.”
The Japanese Red Cross is best situated to direct the funds
to the people who need it most in areas that continue to be
affected by the repercussions of the natural disaster that
hit the country on March 11, CPC and CPI said. The Red
Cross’ local staff will ensure the support can be effectively
directed to assist the estimated 100,000 people that remain
in temporary shelters across Japan.
“The Canadian pork industry has a strong relationship
with the people of Japan and we want to strategically assist
meatbusiness.ca
May/June 2011 Canadian Meat Business 25

Photo: Unitherm
The European test kitchen houses a Mico Spiral Oven, infrared
pasteurizer flame grill, and newly released Tunnel of Fire.
Inside Europe’s First Fully
Equipped Test Kitchen
“Test driving” food processing equipment is adopted in Europe.
By David Rizzo
AS OF JANUARY 2011, European food processors are
being welcomed to a fully equipped kitchen in the U.K.
to “kick the tires” on the latest and greatest cooking and
freezing high-volume, high speed equipment options
North America has to offer.
Based on the design of a similar test kitchen located in
Bristow, Oklahoma, the facility was constructed to meet
demand from European food industry professionals.
Located just outside of London in Ashford, U.K., the
newly opened kitchen allows European food processors
to test a variety of cooking and freezing options and to
optimize the equipment and the process before they put
down a penny.
Customers from Austria, Germany, Poland, Spain, France,
the U.K. and other European countries have already visited,
or are booking appointments to bring in product – be it
cooked or frozen, vegetable or meat – and run tests on the
actual equipment they are considering purchasing.
The variety of food processing test equipment on
display in the 500+ sq. meter European test kitchen is
unprecedented. The facility houses a Micro Spiral Oven,
the world’s smallest spiral oven measured by its 2m X
1.5 m footprint; equipment that can smoke a ham in a
minute; infrared pasteurization equipment that in less
than 60 seconds extends shelf-life by more than 30 per cent
compared to other methods; a flame grill with the most
ribbon burners in the industry that produce beautiful barmarks
for a flame grilled appearance; and a newly released
machine called the Tunnel of Fire that can flame roast
chicken in 30 seconds.
In fact, the Tunnel of Fire was a machine developed in
2010 for a Belgian food processor looking to maintain the
consistency and quality of traditional flame glazed hams.
The previous method for achieving a flame glaze literally
involved a hand-held blow torch – a labour intensive
technique that was not sustainable as the business grew.
The Tunnel of Fire was developed by Unitherm Food
Systems – the manufacturer behind the European kitchen
26 Canadian Meat Business May/June 2011 meatbusiness.ca

– to meet the Belgian food processors need to increase
production without compromising the quality of a very
traditional product.
“The future of food processing machinery purchasing
is going this way, where the customer can demand to go
into a kitchen and actually try out their product on the
machinery,” says David Howard, CEO of Unitherm Food
Systems of Bristow, Oklahoma. “Only then can they feel
confident that the equipment best serves their operational
parameters and expected results.”
Already recognized throughout the food processing
industry for its unique heat transfer systems that maximize
yields and reduce processing times, Unitherm decided to
duplicate the success of its $2.5 million, 2300 square meter
kitchen at its plant in Tulsa, Oklahoma that would be more
accessible to European food processors.
In addition to its North American sales, Unitherm Food
Systems exported cooking and chilling equipment in 2010
to locations around the world including Australia, Chile,
Israel, Belgium and the U.K. The company was recognized
for its international sales by the U.S. Chamber of Commerce
for Oklahoma and awarded a certificate of achievement for
the Governor’s Award for Excellence in Export.
“Our European customers want to try out their products
on the machines,” says Howard, a European expatriate that
now resides in Oklahoma despite being born in England
+ David
…the Tunnel of Fire was a machine
developed in 2010 for a Belgian
food processor looking to maintain
the consistency and quality of
traditional flame glazed hams.
Early feedback indicates that these kitchens are proving
to be quite popular among food processors. Whether
fire-roasting Portobello mushrooms, steaming potatoes,
cooking vegetables and other ingredients for sauces and
ravioli fillings or baking chicken tenders, experimenting
with the equipment emboldens processors to proceed with
confidence, knowing that the equipment will maximize
yields, reduce processing times, increase food safety, and
improve the taste of final product
Many manufacturers even go so far as to bring in design
engineers to modify the equipment to further customize
the equipment to actually improve the process.
“One of the first visitors to the European kitchen is a food
processor from Spain,” recalls Howard. “They have already
purchased a machine, but will be shipping us product from
Spain and working with our experts in further processing
technology in preparation for the machine to be installed
this March, 2011.”
Such positive outcomes get repeated in these new
kitchens with all manner of food products and purposes.
“By testing product in a kitchen with the exact kind of
equipment they will be purchasing, we’re helping food
processors to focus on how to improve the quality, yield and
throughput of their final product in an observable, real
way,” explains Howard. “Ordinarily, people visit a plant,
go back and have a corporate meeting, and then purchase.
But these kitchens help speed that process.”
Rizzo, D.P.M., writes technical articles for Power PR, based
in Torrance, Calif. He has published two trade books, 150 technical
articles, and 300 newspaper columns.
and raised in Northern Ireland. “Having a test kitchen
open in Europe will help move the industry forward with
innovative technology that has helped some of the most
successful food processors in the world.”
The combined value of the equipment in both kitchens
is upwards of $12 million worth of fully operational
production machines and product handling equipment
that can continuously feed as many as 10 different cooking
processes. Think: steaming, blanching, broiling, baking,
searing, branding, grilling, and pasteurizing; convection
impingement to infrared; with gas, electric or thermal oil.
Cooking temps range from below boiling point all the way
to 1,300°C.
Likewise, quick cooling “crusters” have attained de
rigueur status for any food-processing plant that produces
meat or poultry logs. Round out the chilling side of the
business with a spiral freezer and a continuous impingement
freezer.
With the inclusion of infrared or aquaflow pasteurizers,
almost every imaginable aspect of the meat, vegetable and
ready-to-eat food processing industry is covered in today’s
modern kitchen.
meatbusiness.ca
May/June 2011 Canadian Meat Business 27

| Product Showcase |
28 Canadian Meat Business May/June 2011 meatbusiness.ca

| Product Showcase |
meatbusiness.ca
May/June 2011 Canadian Meat Business 29

| Meat Industry Business Watch |
Exploring and
Encouraging
Entrepreneurship
A salute to entrepreneurs
and their secrets to success.
By Virginia Labbie
WHAT MAKES YOUR BUSINESS successful? If you had the
opportunity to do it all over again – would you? Would you
encourage young people to go into business knowing what you
know?
The Canadian Federation of Independent Business (CFIB)
recently asked its members these questions to gain some insight
into entrepreneurship and is releasing a series of research
reports in 2011 dedicated to celebrating the contribution of
small- and medium-sized businesses in Canada.
There are certainly many factors which determine an
entrepreneur’s level of success. CFIB’s agri-business members
indicated that hard work (64 per cent), passion for what they do
(46 per cent), their employees (43 per cent), products/services
(42 per cent), and family support (36 per cent) are the main
keys to success for their business.
We all know that running your own business is usually not
a nine-to-five proposition and requires persistence and just
plain hard work. Recently, I had a discussion with the owner
of a small abattoir about some government regulatory hurdles
+
“I see a bright future in my field,
which is farming and the food
industry.” – CFIB member
and red tape he was facing – something all business owners are
continually bombarded with. However, even though he was
facing some challenges, it was clear to me that his passion for
what he does and how much he cared about his local community
was a big reason why he has been so successful.
In our recent survey, business owners had some solid advice.
A meat processing member in Saskatchewan commented, “If
you find a good employee, do anything in your power to keep
them. They are literally one in a million.” Another Alberta
agri-business member said, “Put your heart and soul into what
you do and stand behind your products and/or services.” Still
another said, “Do something you have a passion for, but run it
with good business sense.”
Something CFIB continues to remind governments is the
important role small business owners play as Canada’s main
job creators and how much they contribute to the health
and vibrancy of their local communities. Understandably as
entrepreneurs rely so heavily on their employees and customers,
they place a great deal of emphasis on giving back generously to
their communities. Eighty per cent of agri-business members
employ locals, 70 per cent contribute to local charities by
providing financial donations and 61 per cent donate goods/
services. Over half of business owners donate their time and 39
per cent sponsor sports teams. It is not uncommon to see small
business owners at the local Achievement Day buying a 4-H calf
or sponsoring a local sporting event.
The key finding from CFIB’s survey is that 86 per cent of our
agri-business owners agreed if they had the opportunity to go
back in time, they would choose to go into business again. It’s
evident entrepreneurs are happy to go to work every day because
they are doing what they love to do. They love it so much in fact
that not only would they choose the life of an entrepreneur again
if given the choice, but 82 per cent would strongly recommend
entrepreneurship to youth as a career option. Even though
there are many risks and challenges involved, small business
owners feel the benefits far outweigh the costs.
One business owner said, “I see a bright future in my field,
which is farming and the food industry.” Another farm member
from Ontario said, “There are a great number of opportunities
for entrepreneurs in Canada if governments encourage and do
not overburden us.”
While it is clear entrepreneurs would recommend and
encourage young people to go into business, it is unfortunate the
education system hasn’t fully embraced entrepreneurship as a
viable career option for young people. Industry Canada recently
stated that close to 40 per cent of post-secondary institutions
surveyed did not have an underlying strategy to deliver
entrepreneurship education. Small business owners also agree
there is not enough emphasis on starting a business as a career
option in schools today. If entrepreneurship is such a rewarding
career, then why not promote it as an option in schools?
Starting and running a business takes hard work and passion,
but if young people endeavor to open their own business, they
could be in for a great career which not only permits them to
build on their talent and skills, but fulfills them personally and
professionally as well.
Let’s all encourage young people to explore entrepreneurship
as a career option. Encouraging the next generation to start
a business will pay big dividends for our local communities
throughout the country.
Virginia Labbie is a senior policy analyst, agri-business
with the Canadian Federation of Independent Business,
Canada’s largest association of small- and medium-sized
businesses. She can be reached at virginia.labbie@cfib.ca
Established in 1971, CFIB is Canada’s largest association
of small- and medium-sized businesses.
30 Canadian Meat Business May/June 2011 meatbusiness.ca