Heath MacDonald: “The world is changing very quickly, it’s changing with AI, we need to understand exactly what the industry and…”

We’ll continue to diversify.

And when you drive competition you drive price, and you drive the price down.

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

Research remains 'extremely important' but suggested future investment would be driven by industry priorities.