Quebec's agriculture department is taking the bull by the horns to address declining beef consumption in the province.
The ministère de l'Agriculture, des Pêcheries et de l'Alimentation du Québec, quoting Statistics Canada, says the consumption of beef across North America is decreasing. In Canada, over the last five years, consumption per person has decreased by eight per cent, to 27.4 kilograms in 2012.
With those figures in mind, MAPAQ commissioned a roundtable study by Léger Stratégie Conseil to look at the Quebec market and find out why consumption was decreasing and possible solutions for producers to investigate.
The study found three prominent reasons for the decrease in beef consumption in Quebec: 50 per cent of respondents have more diverse consumption patterns, 38 per cent wanted to improve their health, and some are concerned with the price.
The survey also asked Quebec respondents whether their level of beef consumption has changed over the last 10 years. Almost 50 per cent said no, while another 43 per cent said it had decreased. Only nine per cent felt their consumption had increased.
Overall, 84 per cent of consumers in Quebec are looking for locally produced beef and are more likely to buy it. Another 88 per cent are looking at animal welfare before buying their meat.
The report concluded there is a market for commercializing quality beef in Quebec, but there needs to be improved communication, more promotion and public awareness campaigns focusing on the benefits of beef.
The Federation de producteurs des bovins du Quebec lists its concerns on its website, with a focus on safety and wholesomeness, traceability, impact of BSE, animal welfare and the environment. The organization says they already have the tools in place to address some of the major points raised by consumers and it is a mutual priority.
In terms of marketing beef, the federation is developing a joint plan to market, as producers, their products. The plan focuses on the many products available as well as the measures taken to ensure quality. The potential is also there to discuss beef's benefits, as information on this topic is currently limited.
