Effective immediately, Young will lead all aspects of Canada Beef’s domestic and international market development and promotion efforts, including strategic business planning, program development, performance measurement and reporting, and human resource management.
Over the past 35 years, Young has held positions across beef, veal and pork sales, marketing, product development and product education. He has worked in more than 25 countries, including key Canadian beef export markets such as the US, Japan, China, Taiwan, South Korea and Mexico, as well as smaller markets in south-east Asia and South America.
“We are very pleased to have Michael join the Canada Beef team,” said committee chair Mike Kennedy. “Michael joins us with broad experience in domestic and global business development, branding and strategic leadership. He has an established track record in the Canadian beef, veal and pork sectors, having most recently worked with Canada Pork International as vice president, technical programs and marketing services, responsible for domestic and international market development.
“Given his strong global market development expertise and experience, we are confident that Michael will lead our organisation forward – especially as our industry moves to take advantage of international trade agreements such as CPTPP in the Asia-Pacific region, and CETA in the European Union,” he added. “We are confident Michael can help further develop domestic and international demand for Canadian beef, thus enhancing the value Canadian beef cattle producers receive for their check-off dollars.”
On his appointment, Young said: “I am honoured and excited to lead the Canada Beef team. I believe that feeding the world safe and nutritious food matters – to Canada and the rest of the world. Our industry is facing strong competition both domestically and abroad, and I am looking forward to bringing my skills and passion to the organisation to not only help meet those challenges, but to create new opportunities as well.”