A new integrated foodsource management system aims to put more money into the pockets of beef producers and offers a greater degree of confidence to consumers.

The global beef industry has taken some hefty knocks over the last five years – particularly in Britain where the BSE crisis of 1996 and the more recent foot-and-mouth epidemic have shaken consumer confidence, and severely damaged a beef genetics pool built up over generations.

Canada moved quickly to protect its own beef industry with the establishment of the Canadian Cattle Identification Agency (CCIA) in 2001, and the implementation of individual animal identification numbers that are recorded in a national database. But how can beef producers make the most of the CCIA system, not only to ensure better food safety for consumers, but also to help them improve their own bottom lines? Viewtrak Technologies of Edmonton has answers.

The value of trace back

“Viewtrak is an Internet-based system where beef cattle producers can collect individual animal breeding and production data,” says Jake Burlet, president and CEO of Viewtrak Technologies. “That information is linked to the unique lifetime animal identification numbers producers are now required to use, so basically, they’re building a complete production file on each animal entered into the system.”

Viewtrak is capable of linking that production record with information from all participants within the production chain so that, for the first time ever, cattle producers can see how their production practices influence the quality of the beef they are producing. They can then identify best management practices that will help them to deliver high quality every time. “We say, ‘the best practices produce the best beef’ and that’s the primary thinking behind Viewtrak,” says Burlet.

And that makes sense in a market place where consumers are becoming more vocal about where their food comes from. “Today’s consumer demands food products which are of high quality and consistency, are safe to eat and have been produced in a responsible and environmentally sustainable manner,” says Burlet. “The Viewtrak system provides beef producers with the platform to record information regarding production practices, source verification, and trace back to confirm food safety and quality.”

Viewtrak has been designed to allow the beef industry to be more responsive to consumer demands for source verified food products while at the same time providing the industry with a tool to record and share information. In a nutshell though, this new technology allows the beef industry to seize the opportunity to add value to the now mandatory individual identification of cattle via the CCIA.

RBC backs potential

“Viewtrak is the first to recognize and act on the opportunities presented by the industry’s new regulatory framework,” says Pieter Kleinschmidt, national manager, agriculture and agribusiness with RBC Financial Group which invested in Viewtrak through one of its e-business investment vehicles, B2B Vertical Markets Inc. “This is an exciting venture that will benefit all parties involved by improving returns for industry participants, streamlining processes and enhancing the competitiveness of the agricultural sector.”

RBC is a major provider of financial services to Canada’s 100,000 beef producers, and Kleinschmidt sees the support of Viewtrak as one way the bank can help foster the growth and development of this significant industry. “Viewtrak helps to set new standards for the industry, and that will ultimately benefit consumers.”

For more information, call Viewtrak, toll-free, 1-866-456-2207, or visit www.viewtrak.com.