CHARLOTTETOWN – Over the next several days, 11 buyers from across Canada are in Prince Edward Island to learn more about the new Certified Prince Edward Island Beef brand, to hear from farmers about their production methods and to tour
the Atlantic Beef Products plant.
“The P.E.I. Culinary Alliance is thrilled to have beef buyers from all across Canada come to this province to gain a greater understanding of the Prince Edward Island Certified Beef brand,” said Chef Austin Clement, chairman of the Culinary Alliance.
The brand is a joint initiative of the Culinary Alliance, the Prince Edward Island Cattle Producers, the Atlantic Beef Products plant, and the departments of Agriculture, and Innovation and Advanced Learning.
While on the Island, the buyers will participate in a forum where presentations will be made on the attributes of the branded beef and the specifications required to meet the brand standards. A buyers panel, Consumer Trends in Beef Consumption, will highlight for producers the trends that the buyers are noticing in their specialty meat shops and restaurants.
The branded beef will provide a premium to producers, reflecting the extra care and attention that goes into raising each animal.
Achieving the right to sell the exclusive brand requires cattle producers to meet strict standards that must be certified by the Department of Agriculture.
“Government is pleased to see all partners in this unique brand coming together to gain an appreciation for all aspects of the value chain and to develop a strong market for our brand,” said George Webster, Minister of Agriculture.
“We strive to ensure quality with each animal we produce,” said cattle producer Brian Morrison. “We believe that the Prince Edward Island Certified Beef is as flavourful and tasty as any meat that is being produced in this country.”
The Culinary Alliance is working with Pearse Dolan of Dolan Foods to distribute the brand to high-end restaurants and specialty meat shops in central and western Canada.
Toronto Chef Mark McEwan has long been a proponent of Island beef and offers it in his restaurants.
“I am extremely happy to be a part of this project,” said McEwan. “Prince Edward Island is a hidden gem when it comes to beef and it’s time for the rest of the
country to sit up and take notice.”