The University of Manitoba, in partnership with Manitoba Beef Producers, Manitoba Agriculture, and Manitoba Beef and Forage Initiatives, has launched a new BCRC Chair in Beef Cattle Economic Sustainability. Funded by a $1.5 million grant from the Beef Cattle Research Council (BCRC), the position will focus on helping Canadian beef producers improve profitability while reducing their environmental impact.
The Chair, housed in the Department of Animal Science, will lead research on financial models and management practices that support sustainable beef production. It will also study the behavioral and economic factors influencing adoption of these practices—especially in the cow-calf sector, where rising costs and climate pressures present major challenges.
Alongside research, the Chair will engage directly with producers, policymakers, and industry leaders to ensure practical outcomes. The role also includes training future agricultural economists and extension specialists, expanding Canada’s expertise in cattle sustainability.
Valued at $300,000 annually over ten years, the Chair will serve as a hub for innovation and collaboration, helping to strengthen the long-term viability of Canada’s beef industry. Recruitment for the position is now underway.
