Duane Ellard

Senior Director, Market Development Canada
Canada Beef Inc.

DUANEELLARD is Senior Director of Market Development Canadawith Canada Beef Inc. Beginning in 1983 while living in Biggar Saskatchewan, Duane started hiscareer in the meat processing industry working in the local abattoirharvesting, processing and value adding beef, pork and game carcasses. In 1985Duane accepted a position with OK Economy grocery chain and in 1990 was offereda Meat Manger in Calgary with IGA.  Duane’scareer path changed in 1991 when he was offered a Retail Account Manager positionwith a Beef Processing company which exposed Duane to the many aspects ofproduction, carcass value and relationship building. Following this, 1993offered an opportunity for Duane to join a national processing organization inJM Schneider’s as a Retail Manager for southern Alberta. In 1998 Duane took abreak from the meat industry, however in 2002 was approached by XL Fine Foodsand offered an Account Manager position for both Retail and Foodservice.  The year 2006 began with a new endeavor with theBeef Information Centre, which has become Canada Beef Inc. Managing both retailand foodservice marketing activities on behalf of the Canadian beef industryfor western Canada evolved to overseeing the national foodservice portfoliothat eventually included retail. Finally this merged into today’s role of overseeingthe global marketing efforts of the Canadian beef industry.  Duane’s diverse background has includedharvesting and processing of multiple species, store execution, sales,production, merchandising, and marketing with Canada’s national and regionalretail & food service leaders. As such it offers a unique perspective intoculinary operations, merchandising and marketing. Understanding what isrequired for culinary success whether at home or within a restaurant, combinedwith a go-to market strategy achieves brand differentiation through valuerather than price…which is the foundation for building loyalty.