Description:

Starting the “Craft Meat” industry in Canada​

Food systems, most notably in the meat industry, are meant to serve the commoditization of meat, foster a competition within supply and value chains, and focus resources on a consolidated solution. Add to this that the magic and good work that happens on individual farms is not carried forward to the consumer in this system but homogenized on the way to market. This provides little control over the finished product for farms, keeping farms dependent on their place both ahead of, and behind them in the supply chain. Consumers are provided little choice and no brand differentiations purchasing meat as if it were gas at the pump: three grades and pennies between retailers.

It’s time for a change don’t you think? In this presentation, let’s explore this and some of the possible options with a super complex problem with both winners and losers changing every day.

Presenters:

Mr. Bradbury has worked through the most difficult and competitive business environments to develop consumer packaged goods and products. He worked in the early stages of growth for new and emerging brands in alcohol beverage and foods – including product development, packaging and private branding for Canadian leaders in retail and foodservice.

As Brand Officer at Canada Beef, James was responsible for turning the organization from an industry resource centre to an international consumer-focused brand. James led the global consumer analysis, rebuilt the digital offering, initiated an industry-wide communications and issues management plan, led the global marketing budget and created the brand story and associated sales and marketing materials.

For the past 6 years, Bradbury&Company has worked with a diverse food industry clientele, including cattle associations and producers, centre-of-the plate distributors, retailers, food production companies and direct delivery e-commerce. James also champions small integrated supply solutions including facility structure builds, closed-loop supply chains and the building of a craft-food industry.