Initial meeting between senior leadership of CCA and The Weather Network


Source: Canadian Cattlemen’s Association

Canadian Cattlemen’s Association (CCA) senior leadership met via call with Pelmorex Corp (parent company of The Weather Network) leadership today in response to a video published by the Weather Network on July 18, 2019.

The video, based on a new report from the World Resources Institute, portrayed an inaccurate depiction of global beef production. During the meeting, CCA communicated the high level of concern expressed by beef producers across the country over the weekend.

The purpose of this meeting was to provide balanced, fact-based information on the role cattle play in sustaining the environment, natural ecosystems, and biodiversity. The Weather Network was receptive to learn about the Canadian beef industry’s sustainability and conservation efforts. The outcome was a positive first step towards collaboration in sharing information, with emphasis on Canadian beef production practices for future reporting. We look forward to connecting our industry partners in conservation and research with The Weather Network.

In Canada, the beef industry accounts for only 2.4 percent of national emissions and 0.04 percent of global emissions. The Canadian beef industry provides many positive contributions to the environment, such as maintaining grasslands, sequestering carbon and increasing biodiversity and wildlife habitat, all on lands mostly unsuitable for other purposes.

In fact, Canada is a global leader in sustainability initiatives through the Canadian Roundtable for Sustainable Beef (CRSB). The CRSB works with a wide variety of stakeholders to advance the continuous improvement and sustainability in Canadian beef, and is an active contributor to global beef sustainability efforts through the Global Roundtable for Sustainable Beef.

CCA will actively pursue opportunities to collaborate on content that represents production innovations and environmental stewardship actions of beef producers in Canada.


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