By Alice McFarlane

First-of-its-kind initiative will make cow-calf sector more economically viable

Jul 3, 2025 | 11:02 AM

The beef industry faces many challenges, including volatile input costs, climate-related risks, and limited access to equitable risk management tools.

These pressures have made it difficult for producers—especially in the cow-calf sector—to adopt new technologies and practices that could reduce their environmental footprint.

As a result, the Beef Cattle Research Council (BCRC) and the University of Manitoba (UM) have established the BCRC Chair in Beef Cattle Economic Sustainability.

Craig Lehr, BCRC chair and Alberta beef producer, said a $1.5 million grant will be used to understand management practices that boost productivity, profitability, and environmental sustainability, including those related to greenhouse gas emissions, land and water use, and biodiversity.

“This new Chair will focus on viable solutions for Canadian beef cattle producers with innovations that improve economic sustainability while reducing environmental footprint,” Lehr said.

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Manitoba Beef Producers president Matthew Atkinson said beef producers in Manitoba and across Canada care deeply about both environmental and economic sustainability because the land they steward today must feed their families tomorrow.

“Thriving ecosystems and strong businesses go hand in hand. Having this Chair position will help producers make decisions both good for the land and for their bottom line,” Atkinson said.

Housed in the Department of Animal Science, the BCRC Chair will lead research around financial incentive models, analyze the behavioral drivers behind the adoption of Best Management Practices (BMPs) and work closely with producers, policymakers, and researchers to ensure the findings are translated into strategies. The position will also play a key role in training the next generation of agricultural economists and extension specialists.

The BCRC Chair, valued at $300,000 annually over a 10-year period, will serve as a hub for research, education, and extension activities that benefit producers across Canada. The process of hiring the new BCRC Chair will begin immediately.

The other partners in the initiative are the Manitoba Beef Producers, Manitoba Agriculture, and Manitoba Beef and Forage Initiatives.

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alice.mcfarlane@pattisonmedia.com