Moving Up the Beef Value Chain...Moving Up the Beef Value Chain Organic Connection Saskatoon,...
Transcript of Moving Up the Beef Value Chain...Moving Up the Beef Value Chain Organic Connection Saskatoon,...
Clear Creek Organics Ltd.
Moving Up the Beef Value
Chain
Organic Connection
Saskatoon, Saskatchewan
Nov 22/23, 2010
Gene and Pat Kessler
Certified Organic Mixed Farm
Since 1997
Pangman, Saskatchewan
Saskatchewan Organic Livestock
• Formed 2005
• Formed as a COOP
• Develop an Inventory
• Approx. 60 members
• Emphasis on Live
Sales
MOMA Trade
• Formed in 2005
• Not for profit COOP
• Similar Programs to SOL
• Approx. 35 members
• MOMA Trade:
February 2008
• Formal Discussions/Regina
• Marketing Arm
• Sask.. Value Added and retail
• Man…. Live Sales
Formation of CCO June 2008
• Established a formal
structure Ltd Co..
• Producer owner through
“A” Share
• Must be certified organic
• One Share per operation
• “B” Share open to anyone
with a common vision
The Vision
• Number One
Supplier of
Organic Fresh
and Processed
Meat in Canada
How to Accomplish This Vision?
• Value from the whole
carcass
• Keep all players in the
value chain profitable
and sustainable
• Meet consumer
demand.
What is Organic Meat?
• Fed certified organic food from last 1/3 trimester to slaughter.
• No implants, no antibiotics, no pesticides to be applied.
• Humane Treatment. (Must be treated if a need arises).
• Comply to annual inspection by a third party.
The Producer
• Ensure a consistent supply with consistent types.
• Grain Fed, Grade A or better
• Some Niche for Grass Fed.
• Protocols to meet consumer demand
• Some room for cull animals and OTM animals
Standards
• CCO has very high standards to meet market demand
• No Ivomec or other pesticides
• Encouraged to have an environmental farm plan
• Up to date organic certificate
• Tagged when shipped if 100% organic.
Feeding Stations
• Consistent Feeding
Protocols
• Aim for 1200-1350
Live Animal
• Meet Organic
Standards with access
to open exercise areas
Abattoir
• Federal Facility to meet Canadian Market.
• Flexibility and ability to handle OTM animals
• Food Safety prime concern.
• Ability to expand into International Markets
Processor
• Federal Facility
• Flexibility
• Research Capabilities
• Safety of Food Prime
Concern.
Distribution
• Federal Warehouse
• Federal Transportation
• Reliable Sales Staff
• Access to Target
Market
Retail
• Closest to our Customers
• Face of the Company
• Branded Product
• Flexible to react to local demand
Clear Creek Organics Program
• Name
• Brand
• Vision for the Market
Place
• Partnerships
Value Added Products
• Organic Beef Jerky
• Organic Beef Sticks
• Organic 3 Pepper Smokies
• Organic Cheddar Cheese Smokies
• Organic Farmers Sausage
• Organic Breakfast Sausage
• Organic Dinner Sausage
• Organic Adult Franks
New to Canada
• CCO was the first to receive approval for the process that does not use nitrites in their processing.
• No MSG, Gluten, Sulfides added as well.
• Researched through the Food Development Centre.
Label Design
• Nutritional Labeling
• Bilingual
• Organic Status
• Bar Codes
Canadian Organic Regime
Fresh Meat Retail Cuts
• Presently partnering with
retail outlets.
• Fill the void in many
specialty stores of no
fresh meat
• Competition in this area so
moving towards a
fresh/frozen program.
In Store Promotions
• Promote Organic Meat
• Alternative to
Natural/conventional
• First Class
• Flexible and Reliable
Market Trends
• Meat, fish & poultry is 21% of the total food market but in the organic market it is only 1%
• Hasn’t been available.
• $1.4 billion for organic and natural sales in Canada but represents only 1% of total.
• An increase of 1% = 1.4 Billion additional $14,000,000.00
Other Markets
• Western Canada Main Stream Stores
• Eastern Canada
• USA
• Mexico
• Hong Kong/China
Optimism
• Two things people consider priorities.!
• Food and their
• Health
• So room for growth and diversification.
Good News/Bad News
Rejection of Conventional Meats
• Recent books and media reports have put
consumer pressure on conventionally raised
meats.
• Although this spells some concern for meat
in general, it does provide a positive
opportunity for organically raised meats.
Barriers to Expansion and
Development
• MONEY …………………………
• Regulations…regulations…regulations
• Time it takes to work through the system
• Capacity within the system
• No Federal abattoir in Sask.
• Provincial borders
Recent Developments
• Moving Production to
TML Melfort.
• Acceptance through
CFIA and the organic
certifier, EcoCert for
an additional 9 SCUs.
Organic Deli Meats
New
Retail Store in Conjunction with
Dad’s Organic Market
425 Victoria Ave E.
Regina
In Store Products
Frozen Fresh Program
Future Retail Expansion
• Look for our
fresh meat and
deli early 2011 as
part of Saskatoon
Dad’s Nutrition
Centre, 8th St.
East
As We Move Ahead
CCO is a small producer driven company with
limited resources.
Future partnerships must
be based on this fact.
What Are CCO Meat Needs?
Organic Pork
Organic Chickens
Organic Turkeys
Organic Bison Etc.
Require consistent and year
round supply
Other Possibilities
Organic Cheeses
Organic Salads
Organic Spices
Organic cold pressed garlic oil
Let’s Support Organic!
If we grow or
Raise organic
Produce are
We not obliged
To eat it as well?
“Organic”
Just because it is organic
does not make it a
quality product. We as
producers must ensure
that we provide the best
goods possible.
Everyone is now watching!
Support for Market Research
Clear Creek Organics
Thank you for the Opportunity to Give you an Opportunity!