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.

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.

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Brocklebank is currently the executive director of the Beef Cattle Research Council (BCRC), a division of the Canadian Cattle Association.

Brocklebank will be replacing executive vice president Dennis Laycraft, who is retiring. Laycraft will be maintaining business as usual until the leadership transition takes place in March.

Brockleback was chosen based on the reccomendation of an executive recruitment firm.

“She’s been leading the BCRC for about 20 years and it’s grown tremendously over that time, including building a reputation for being a very trusted, credible organization that keeps producers at the centre of all its decisions,” said BCRC communications director Tracy Herbert.

During that time, the research council has funded important research and collaborated with many other groups.

“Our extension and knowledge mobilization portfolio started under Andrea’s leadership and has grown tremendously as well,” Herbert said.

“Andrea was born and raised on a beef operation and manages it now with her husband, so she’s very grounded in the realities of production and takes a very pragmatic approach and strategic forward-thinking approach to her leadership.”

“Working with Andrea for the past 15 years, I’ve watched and been inspired by her qualities, which are integrity, resilience, humility and clarity, and she has led a fantastic culture here at the BCRC,” Herbert said.

”It’s a culture of pragmatism, respectfulness and curiosity, and those are some of the qualities that have contributed to her success, her positive impact and her collaboration. Those will serve her very well at the CCA.”

The CEO role is new to the Canadian Cattle Association. CCA president Tyler Fulton said it was chosen because it more accurately represents the role of the senior staff member.

Herbert will be BCRC’s interim executive director. She has led the BCRC’s knowledge mobilization and communications program since 2011.

Herbert lives in Lloydminster. Her family operates a mixed farm between Neilburg and Maidstone, Sask.

-Updated Jan. 7

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