The Ontario Cattle Feeders’ Association’s corn-fed beef program will add a new layer of traceability to its product through a deal with OnTrace.
OnTrace, an Ontario industry-led food traceability corporation, will provide premises identification validation and technical support services for producers affiliated with Ontario Corn Fed Beef Inc. (OCFB).
Premises identification has been described as the foundation of any animal ID system, because individual animals and groups of animals first require that level of identification to track them back to their farm of origin.
“This agreement, the first of its kind, is a significant one for OnTrace, as it will enable us to show the value and service that we can provide to producer organizations like OCFB,” said OnTrace CEO Brian Sterling in a release Thursday.
“OnTrace will start with OCFB’s location-based data to validate their members’ premises for emergency management purposes. This will establish a baseline of data and security and help us gain a clearer understanding of their needs,” he said.
“Then we will work with OCFB to design and develop customized traceability services that enable them to better manage their business and support their marketing strategies. In addition to emergency management, premises identification will help Ontario Corn Fed Beef build stronger brand equity, product quality and create a higher level of assurance with retailers and food services companies.”
“OnTrace recognizes that our success as beef producers involves more than just feeding cattle,” OCFB executive director Jim Clark said in the same release. “It engages the entire value chain of activities that increases credibility in the eyes of consumers, raises our profile with food service companies and retailers and ultimately will raise our market-share.”
OCFB was launched by the province’s cattle feeders in 2001 to boost the market share and profile for Ontario beef.