Incoming Canadian Cattle Association CEO, Andrea Brocklebank, is open to strengthening and reshaping the organization’s delivery strategy.
At the Beef Farmers of Ontario’s (BFO) annual meeting in Toronto on Feb. 18, Brocklebank told Glacier FarmMedia her focus is on national delivery and stakeholder engagement, noting the Canadian Cattle Association (CCA) is at a turning point following Dennis Laycraft’s retirement, after guiding the sector through crises for 30 years.
“With a change in leadership, it’s a good time to have that conversation,” said Brocklebank.
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WHY IT MATTERS: Alberta’s July exit from the Canadian Cattle Association over fiscal transparency, governance, and communications issues would remove more than half of the CCA’s funding.
“CCA has a strong national and international voice built on sound principles and producer-led advocacy and policy,” she stated. “Producers who come to these boards really want to make sure the industry moves forward as a whole.”
She believes the Provincial Working Group’s unified approach supports that goal.
Provincial Working Group
The Working Group, a coalition of provincial beef associations, seeks to provide the CCA with insights to align with producers’ evolving needs while upholding national unity.
As a fourth-generation Alberta beef producer whose original farmstead was near the Toronto Airport, Brocklebank says she understands that Canadian beef production is diverse, with distinct challenges in cow-calf operations, backgrounders, feedlots, and processing.
Brocklebank noted that even though the conversations can be difficult, openness to solutions and change fosters collaboration and results.
“We’ve experienced that in the past, with policy discussion, that there isn’t always consensus,” she explained. “Generally, it comes (down to) what’s best for the long term and what’s best for the industry.”
Craig McLaughlin, BFO’s past president, sits on the working group with BFO president Jason Leblond. McLaughlin said Brocklebank’s approach to the Working Group’s concerns regarding fiscal transparency, governance, and communications is positive.
“Andrea’s a breath of fresh air. She’s open to change, and she’s certainly been having dialogue with Alberta beef producers,” he said. “She’s optimistic. The Provincial Working Group is optimistic. When you have people with that kind of mindset, you overcome barriers.”
Despite this optimism, BFO members still voiced concerns about how Alberta’s exit from the national organization could affect their CCA check-off payments.
McLaughlin suggested CCA reserves could ease transition costs, but he remains optimistic that Alberta will stay.
