Canadian Prairie Bison expanding products and markets

Source: Saskatchewan Agriculture and Food

Saskatchewan-based Canadian Prairie Bison (CPB) marketing co-operative is stepping up efforts to develop new markets for bison producers with new products and a new value chain that leads to Europe.

The group, which began in 2001, is now one of the largest marketing organizations for bison and bison products in Canada.

While its meat processing is currently handled at a plant in B.C., CPB Marketing Manager Roger Provencher says the organization hopes to soon bring its slaughter business to this province. “We prefer to keep the jobs in Saskatchewan,” he said.

Provencher noted that the current bison meat market for the group’s members is heavily oriented to the United States, with approximately 95 per cent of its product going south and the balance being consumed in Canada. Some 2,600 animals were slaughtered in 2006, a number that is expected to increase by 1,000 this year. Provencher estimates the total herd in Western Canada at 250,000 bison.

“We try to give back to the producer as much of the price as we can,” said Provencher. “We are building markets continuously.”

In 2007, CPB is aggressively pursuing markets at home and abroad, looking for new retail distributors and launching new products. Agreement has been made to distribute bison meat in Germany, and Provencher says there are ongoing negotiations with three other European Union countries. In Canada, efforts are underway to develop new outlets in eastern provinces.

“Europe is willing to pay a premium for the healthier food,” Provencher stated. “We still have some education to do in eastern Canada.”

CPB is expecting to launch four new value-added products to add to their market offering within the next few months. CPB has worked closely with both the Saskatchewan Council for Community Development and Saskatchewan Trade and Export Partnership.

According to Provencher, the largest producers in the bison sector are running herds of 400 to 500 cows. He says the most important factor for any producer considering bison is to investigate and establish their markets.

For more information, contact:
Roger Provencher, Marketing Manager
Canadian Prairie Bison
Phone: (306) 468-2930