To provide a unified voice in support of the purebred genetics provided within the Canadian beef cattle industry.
To ensure the continuity, growth and prosperity of the Canadian purebred cattle sector as an integral component of the Canadian beef cattle industry.
SUPPORT Canadian purebred cattle producers through service provision aimed at genetic improvement, animal health, extension services and information dissemination. PROMOTE Canadian beef cattle genetics both domestically and internationally by identifying market opportunities, facilitating access through timely intelligence and informing the commercial industry of the attributes of the Canadian beef advantage both at home and abroad. REPRESENT the purebred cattle sector to government by advocating effective policy, ensuring market access and enhancing competitiveness.