Lemoyne brings Canada focus to Certified Angus Beef LLC

by Steve Suther

To get premiums for raising high-quality beef, there must be somebody marketing that beef. To sell more, it’s good to have a plan. When you have a plan, it helps to have a person in charge of seeing it through.

That’s why the Certified Angus Beef ^® (CAB^®) brand recently hired Martin Lemoyne as its director of Canadian business development. He will guide foodservice and retail companies in Canada to develop and implement beef merchandising, marketing and training strategies.

A Montreal native, Lemoyne brings extensive experience in beef marketing to the role, most recently as director of market development for Canada Beef.

Caption: Martin Lemoyne (L), director of Canadian business development for CAB, with licensed group from Gordon Food Services on a tour of Ballco Feeders in Alberta. Lemoyne came to CAB from his former post at Canada Beef.

“Martin has a deep understanding of high-quality beef from gate to plate and the impact a strong brand can have on the success of food businesses,” says Geof Bednar, CAB international director. “His drive for excellence fits well with our focus on supporting our Canadian foodservice and retail partners.”

Since 1991, Certified Angus Beef brand products have been readily available in Canada, the top international market for CAB now. Canadian production began in 2000 and continues today through major packers across the country. They supply 1,300 licensed restaurants and grocery stores in Canada, where consumers who enjoy great-tasting beef look for the brand by name.

A growing share of that beef is produced in-country. That first fiscal year, Canadian Angus farmers and ranchers raised 4 million kilograms (kg) of nearly 9 million kg sold. Eight years later those numbers were 6.7 million out of 12.6 million kg, and last year native Canadian Angus cattle made up 16.2 million kg of the 19.3 million kg of CAB product sold in Canada.

Those cattle have to meet the live specification of a predominantly black hide, plus the brand’s 10 exacting carcass specifications under the auspices of the Canadian Beef Grading Agency.

“We appreciate the dedication and leadership of our long-time partners in Canada, and look forward to the impact Martin’s expertise offers for elevating their businesses,” Bednar adds.

In his role at Canada Beef, Lemoyne collaborated with industry leaders and food businesses on beef promotions and sales strategies. His prior experience included senior purchasing and merchandising lead, as well as a foodservice key account director for Loblaw Companies Limited. He also worked in sales, buying and production for Canada Packers, a role he began while earning a bachelor’s degree in marketing, finance and business administration from the Université de Montréal.

“I’m excited to be working with this iconic brand, to learn from colleagues and play a part in increasing its success in Canada,” Lemoyne says.

About the Certified Angus Beef ® brand

World renowned for its exceptional quality and generous marbling, the Certified Angus Beef ^® brand is the original brand of premium beef, created in 1978 and still owned today by family ranchers. With only the best Angus beef making the cut, 10 exacting standards ensure superior taste and tenderness in every bite. For more information, visit CertifiedAngusBeef.com or follow the brand on Facebook, Twitter, Instagram, Pinterest and LinkedIn.

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