Theres a Mat for That Canada Beef

Executive Team

The Canada Beef senior staff

Michael Young

President

Michael Young is the President of Canada Beef and he brings broad expertise in domestic and global business development, brand and strategic leadership. Michael has worked in the Canadian red meat industry for over 39 year specializing in beef, veal and pork sales, marketing, product development and education in both the domestic and export marketplace.

During his professional career, Michael has promoted Canadian beef, veal and pork in more than 25 countries and conducted over 300 carcass cutting, merchandising and sausage making demonstrations. He has authored numerous technical cutting and buying manuals, guides, merchandising resources and financial yield and performance analysis tools for the Canadian red meat industry.

Michael leads all aspects of Canada Beef's domestic and international market development and promotion efforts, including strategic business planning, program development, performance measurement and reporting and human resource management.

Mark Klassen

Executive Vice President

Mark Klassen is the Executive Vice President responsible for global, domestic consumer and domestic generic marketing and the Canadian Beef Centre of Excellence activities as part of the Global Marketing Team bringing increased alignment and synergy to these functions.

Mark has 29 years experience in the Canadian meat and livestock industry including roles in livestock genetics and meat processing as well as positions with the Canada Beef Export Federation, Beef Information Centre and the Canadian Cattlemen's Association. He has also provided consulting services in support of producer owned beef brands.

Mark grew up in a rural community and has a passion for agriculture and the people who serve Canada in this capacity.

Ron Glaser

Vice President, Corporate Affairs

For the past 25 years, Ron Glaser has been a communications professional specializing in the agriculture and agri-food sector. In July 2011, he became VP, Corporate Affairs and Operations for the newly formed Canada Beef. Prior to that, he was Executive Director of Communications and Public Affairs for the Beef Information Centre and also has served as Communications Manager with the Alberta Beef Producers.

Ron and his team of marketing and communications professionals oversee consumer and stakeholder communications, media relations, public affairs and operations for Canada Beef. He is also a member of the Executive Leadership Team which sets the organization's direction in the execution of the strategic plan and business plan. Ron graduated from Mount Royal College in Calgary with a diploma in public relations.

Michael Shittu

Vice President, Finance and Operations

Michael is responsible for implementing and managing corporate financial and risk management systems for both the domestic and international operations. This includes policies and procedures that manage the day-to- day business and finances of the organization. In collaboration with the CB business development and brand teams, he and his team continually focus on finding ways of creating value for money for producers' check off dollars and import levies in CB marketing programs.

He joined CB in 2011 following the merger of the Beef Information Centre, Canada Beef Export Federation and the National Check-Off Agency. Prior to joining CB, Michael worked in accounting practice with BDO Dunwoody in Penticton and Kelowna, BC and was Chief Financial Officer for a first nation in northern Alberta.

Michael is a member of the Chartered Professional Accountants of Alberta Fellow of the Association of Chartered Certified Accountants (UK). He was born in Africa, lived in Europe for 5 years and has lived in Canada since 2007. In Canada, he has lived in or visited 7 provinces and 1 territory. QC, NF and Nunavut are on his bucket list.

Albert Eringfeld

Executive Director, Export Market Development

Albert is responsible for managing Canada Beef's Export Market Development Programs and Emerging and Global Markets portfolios.

Prior to joining Canada Beef, Albert was Manager of International Market Development with Alberta Agriculture and Forestry for six years. In this role Albert and his team supported Alberta agriculture and food companies to identify export opportunities and assist in expanding their sales internationally through various export market development initiatives.

Prior to joining Alberta Agriculture and Forestry, Albert devoted 21 years of his career operating his own business that promoted and coordinated the export of Canadian livestock genetics and livestock production technologies, successfully developing new business, and selling these products worldwide with specific emphasis on the Asian and Latin American regions.

Albert was born and raised on a mixed livestock and crop farm in Southern Alberta and has been involved with the Alberta and Canadian Agriculture industries for his entire career.

Albert has a Bachelor of Management degree with a Major in Marketing from the University of Lethbridge.

Mathieu Paré

Executive Director, Canadian Beef Centre of Excellence

As a young child, Mathieu Paré landed in Calgary, Alberta from the wilds of northern Quebec and immediately set off exploring. From the eastern slopes to the Cypress Hills, the boreal forest to the U.S. border, he foraged the landscape for edible plants and animals, eventually crossing the Rockies and the Strait of Georgia in pursuit of new food experiences. Now a Governor General Award winner and professional chef, Mathieu brings a passion for all things culinary and an expertise in fine dining to the table.

Trained in Western Canada's most demanding kitchens (La Chaumière, Rouge, Quail's Gate Estate Winery, CP Rail's The Royal Canadian Pacific, The Wickaninnish Inn), Mathieu's focus is on classic technique and execution while maintaining some freedom for surprise, fusion and one-of-a-kind creativity.

As a young chef, Mathieu travelled extensively to develop his palate and diversify his repertoire. Sharing his food knowledge and travel experiences from across Canada, in Asia, Latin America and the Caribbean, Mathieu builds on a platform for exploration of local and exotic ingredients.

Mathieu is now with Canada Beef as Director of the Canadian Beef Centre of Excellence. In this role, Mathieu leads a team creating opportunity and competitiveness for Canadian beef globally through successfully engaging clients across Canada and around the world to build understanding of the Canadian beef brand and drive demand.

Joyce Parslow

Executive Director, Consumer Marketing

Joyce has worked in PR, marketing services and consumer content creation and promotions professionally for over 20 years, through positions at Nestlé Canada, Foodland Ontario and Beef Information Centre. Joyce represents the consumer voice in our marketing and communication strategies and campaigns, in both branded and generic beef initiatives.

Joyce seeks to build trust, affinity and loyalty for Canadian Beef and beef in general, with direct and partnered efforts that target consumers and their influencers based on the understandings of product & brand value propositions, audience and outreach channels.

Michele McAdoo

Executive Director, Digital Marketing

Michele leads Canada Beef's digital marketing programs. Michele has over 25 years of experience managing projects in consumer relationship marketing, content creation, media, TV production and digital programs. Michele started her career within the Kraft Kitchens at Kraft Canada.

Michele is skilled at website, social and email content planning and execution. She is grounded in understanding how consumers interact with digital platforms and thus is able to effectively deliver content marketing plans that not only meet business and brand objectives but also delight and engage the consumer.

Michele's role is to connect consumers and producers to the Canadian Beef brand story through strategic, collaborative, consistent and authentic content on all social and digital channels and in doing so, builds trust and an appreciation for Canadian Beef.

Nick Chirichella

Director Channel Marketing

Nick is responsible for implementing Canada domestic Beef &Veal strategy & initiatives with food industry partners, provincial beef associations, packers/processors, retailers and foodservice operators.

Prior to joining Canada Beef, Nick was Senior Director Merchandising & Operations, Meat & Seafood for Fortinos Supermarkets a division of Loblaws Companies Limited. Nick spent the majority of his career with Fortinos, joining the banner in the late 90's and working in number of progressive roles before becoming Senior Director in 2010.

Nicks a second generation meat cutter with more than 30 years experience has worked in the meat and seafood industry in multiple roles including as an owner/operator of a family-run supermarket, department manager, operational specialist and finally as Senior Director of Meat & Seafood at Fortinos Supermarkets. These roles have helped him develop operational, merchandising and financial analysis / reporting skills as well as strong vendor relationships, and managing staff teams.

Nick is based in Canada Beef's Ontario office.

Karine Rekunyk

Director, Health & Nutrition

Karine is the Director of Health and Nutrition, responsible for the development and management of Canada Beef's nutrition strategy in line with the current science, industry needs and nutrition trends. She will also be responsible for education and communication initiatives with health and food professionals, food and nutrition students, thought leaders and consumers.

Karine has over 25 years' experience as a dietitian. She spent the first part of her career in healthcare, as a Food Service Director for a large hospital, as well as head office roles at both Cara Operations and Compass Group where she was responsible for developing and overseeing nutrition portfolios. She has worked in the Canadian beef industry over the last 10 years, first as a staff member for Canada Beef (from 2010 to 2015) and then in a consulting capacity. Karine is a graduate of the University of Guelph's Human Nutrition program and dietetic internship at Sunnybrook Health Sciences Centre and a member of the College of Dietitians of Ontario.

Gina Teel

Manager, Stakeholder Communications

Gina transitioned to public relations following a successful career in journalism that concluded with a nine-year stint as a business writer producing award-winning copy for a leading Canadian daily newspaper. She landed her first communications job at a national producer association in Canada's beef industry more than a decade ago and has never looked back, finding the dynamic nature and international scope of the work to her liking.

Gina is a strategic communications professional and experienced in government and stakeholder relations and advocacy, media relations, storytelling, brand and reputation management, and issues and crisis management.

Gina has a Journalism Diploma and a Basic Public Relations Certificate from Mount Royal College in Calgary (now Mount Royal University). In 2019 Gina earned the Accreditation in Public Relations (APR) designation from the Canadian Public Relations Society (CPRS). She is a board member for CPRS Calgary. A lifelong learner, Gina is pursuing certification in nonprofit management.

Cameron Pappel

Culinary and Innovation Manager, Canadian Beef Centre of Excellence

Before I began my culinary career I attended the University of Victoria where I earned my Bachelor of Science in Biology. This lead to me spending two years in Australia during which time I worked in agriculture picking fruits and vegetables in far north Queensland. This laid the framework for my passion for farm to table dining and also gave me a deep respect for farmers and the tremendous amount of work that goes into raising crops.

I followed that up with my first experience working in restaurants while I was living in Melbourne. I immediately fell in love with cooking and came home to Canada where I attended the Culinary Institute of Vancouver Island at Vancouver Island University. Culinary school helped me secure a coop work term in the Okanagan Valley at Mission Hill Family Estate Winery which in turn facilitated my return the following year for a full season. I then moved to Tofino, B.C. and began work at the Wickaninnish Inn which is a Relais and Chateaux property. After a year there I moved to Montreal where I gained experience at a fine dining degustation style restaurant called HVOR.

I also spent time working with Japanese cuisine while in Montreal. From the fields to the plate, my passion for cooking encompasses all of the complex processes involved in this ever-dynamic industry. I love to connect guests with not only the food they experience at my table but also with the journey which that food took to get there. Outside of cooking, I am an avid fitness enthusiast with interests in nutrition.

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Source: https://canadabeef.ca/our-team/