To be the world leader in developing profitable and sustainable beef cattle genetics.
To be the catalyst advancing the Canadian beef cattle seedstock sector through unified representation, strategic alliances and implementation of innovative technology.
SUPPORT the Canadian seedstock sector by developing partnerships that advance genetic improvement, research, extension services, information dissemination and our role in Canada’s National Beef Strategy.
PROMOTE Canadian beef genetics both domestically and internationally by identifying market opportunities and facilitating market development.
REPRESENT the Canadian seedstock sector to government by advocating effective policy and ensuring meaningful market access and enhanced competitiveness.