Heath MacDonald: “We’ll continue to diversify.”

Canadian cattle producers are building on the reputation of quality, reliability and safety to sell over five billion worth of meat every year.

I think having that opportunity to put more products locally on the shelf with less transportation costs, being able to create those hubs in regions that presently don't have them ... will drive competition.

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.