Media Release: New University of Manitoba research chair to advance beef production sustainability

Thanks to a $1.5 million grant from the Beef Cattle Research Council (BCRC), the University of Manitoba (UM), along with its partners at Manitoba Beef Producers, Manitoba Agriculture, and Manitoba Beef and Forage Initiatives is proud to announce the establishment of the BCRC Chair in Beef Cattle Economic Sustainability.

“It’s important for our industry to understand beneficial management practices that boost productivity, profitability, and environmental sustainability – including those related to greenhouse gas emissions, land and water use, and biodiversity,” said Craig Lehr, the Beef Cattle Research Council (BCRC) chair and Alberta beef producer.

“This new Chair will focus on viable solutions for Canadian beef cattle producers with innovations that improve economic sustainability while reducing environmental footprint.”

The beef industry faces mounting challenges, including volatile input costs, climate-related risks, and limited access to equitable risk management tools. These pressures have made it increasingly difficult for producers—especially in the cow-calf sector—to adopt new technologies and practices that could reduce their environmental footprint.

“Beef producers in Manitoba and across Canada care deeply about both environmental and economic sustainability because the land they steward today must feed their families tomorrow. Thriving ecosystems and strong businesses go hand in hand. Having this chair position will help producers make decisions both good for the land and for their bottom line,” said Matthew Atkinson, President of Manitoba Beef Producers.

Housed in the Department of Animal Science, the BCRC Chair will advance research around innovative financial incentive models, analyze the behavioral drivers behind the adoption of Best Management Practices (BMPs), and work closely with producers, policymakers, and researchers to ensure findings are translated into actionable strategies. The position will also play a key role in training the next generation of agricultural economists and extension specialists.

Beyond its research mandate, the BCRC Chair will serve as a catalyst for broader impact by leading a multidisciplinary team that will align economic and environmental outcomes across the beef value chain. It will attract diverse funding from industry and government to expand research capacity, create enhanced training opportunities for students in cattle economics and extension, and continue to strengthen the beef industry by positioning it as a national and international leader in sustainable beef production research.

“This Chair exemplifies the University of Manitoba’s commitment to collaborative, high-impact research,” said Martin Scanlon, Dean of the Faculty of Agricultural and Food Sciences. “By bringing together academia, industry and government, we are creating a powerful platform to support the long-term sustainability of Canada’s beef industry.”

The BCRC Chair, valued at $300,000 annually over a 10-year period, will serve as a hub for research, education, and extension activities that benefit producers across Canada. 

For more information:

Crystal Jorgenson
Communications Specialist
Faculty of Agricultural and Food Sciences
University of Manitoba
[email protected]

UM Media Relations