Jolley: Five Minutes With Marty Carpenter & Canada’s Beef
09/25/2009 09:17AM
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A few weeks ago, I was standing near a great looking cut of beef at a reception hosted by the Beef Information Centre at The North American Meat Processors Association Outlook Conference. I was at The Broadmoor Hotel in Colorado Springs, a glass of fine wine in hand, wondering how I might get a small slice of that beef and patting myself on the back for having such a great assignment. World class hotel, world class food – life can be good!
So I started talking with the chef behind that piece of meat. Marty Carpenter sliced off a chunk and placed it on a piece of bread. Marty, it turns out, is Director of U.S. Market Development for Canada’s Beef Information Centre (BIC), the market development division of the Canadian Cattlemen's Association. A chef by training, he’s also the CBA’s unofficial ambassador to the U.S.
There seems to be a lot going on these days with Canadian beef – an attitude about it has developed in certain segments of the U.S. marketplace. The prevailing opinion is that there are significant differences between U.S. and Canadian beef, driven by rules, regulations, and differences in grading. Honestly, if there are differences, I can’t taste them. I grabbed a second slice of beef from Mr. Carpenter and asked him if he would answer a few questions.
Q. A little background, please. What led you to the beef business?
A. I’m a professional chef and spent many years working in restaurant and hotel operations. I was looking for a new challenge when the Beef Information Centre approached me to get involved in their foodservice division. I grew up in Alberta, so beef has always been part of my life and twelve years later I am still excited to be working for Canadian beef producers representing such high quality product.
Q. I know you spend a lot of time on BIC business. What keeps you busy when you've got some free time?
A. In my free time, when I’m not cooking for pleasure, I spend time in our magnificent mountain ranges back country skiing and hiking or travelling around Canada running half marathons.
Q. Let's talk about the Beef Information Centre. What is its mission?
A. The Beef Information Centre’s mission is “Maximize demand for Canadian beef and optimize the value of Canadian beef products”
Q. The Beef Information Centre's Glenn Brand was quoted in a news story as saying in the U.S. "our brand positioning centers around Canadian beef quality that inspires confidence. It clearly speaks to the quality advantages of Canadian beef and the confidence that's instilled from our animal health and food safety systems."
First, can you outline your animal health systems and how they're similar - or different - from U.S. systems?
A. Both Canada and the U.S. have well developed animal health systems and there is extensive collaboration between veterinary authorities in both countries. Animal health plays a critical role in food safety and consumers in North America have been well served by the efforts of the Canadian and U.S. cattle industry in this regard. Both countries utilize national animal disease surveillance programs to detect and respond to potentially emerging diseases and communicate the results of this surveillance to the World Organization for Animal Health.
Canada has become the first country in North America to establish a mandatory national animal identification system which establishes a platform for additional progress in food safety as well as quality related initiatives. While the winters in Canada bring snow and cold temperatures the benefit of this type of weather is that it naturally limits the reproduction of insect vectors and other pests that can transmit diseases. Looking forward we are focusing on efforts related to Canada’s National Farmed Animal Health and Welfare Strategy which is being developed through a collaborative effort involving industry as well as federal and provincial governments. Animal health and food safety will always be a top priority for both the Canadian and US industry.
Q. Canada has made some interesting changes to food safety systems recently. Would you give me a quick overview?
A. Earlier this month Cattlenetwork reported on Canada’s commitment to the development of a national traceability system which includes investment through the national Livestock Auction Traceability Initiative. This will involve upgrading handling systems in facilities to keep track of individual animals as they are mixed with other herds in auction marts. Traceability can make a significant contribution to the food safety system and our research indicates this is an important attribute for beef purchasers around the world.
The North American industry continues to be challenged by E. coli O157:H7 and Canadian authorities are working with their counterparts in the USA on these issues. Antimicrobial interventions on the fabrication floor are a significant focus as recent recalls by USDA and CFIA have included intact cuts of beef, such as primals, sub-primals, or boxed beef typically used for steaks and roasts rather than ground beef.
The food safety systems in both countries have made important advances and we fully anticipate new technology and scientific research will continue to support further enhancements. Again, there have been significant efforts by industry stakeholders throughout the supply chain in Canada and the U.S. which reflects the priority assigned to this area.
Q. U.S. consumers often see Canadian beef as not being as tender or flavorful as U.S. beef. Compare and contrast here: What are the differences and why do Americans harbor that belief?
A. Trade in agricultural products between Canada and the US contributes to the world’s largest trading relationship. Canada imports more US agricultural products than any other trading partner and the US continues to be Canada’s largest customer for beef products. The long-standing nature of this trade reflects very positively on the quality of Canadian beef. Canada can provide product from cattle fed diets containing barley and wheat, as well as corn fed beef and veal. Both types of production produce well-marbled, flavorful and tender beef which has been enjoyed by our customers in more than 100 countries around the world.