Our dedicated team working to Connect, Innovate & Inspire everyday!
Executive Team
The Canada Beef senior staff
Michael Young
President
Michael recently joined Canada Beef as President 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.
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.
Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.
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.
Mark Klassen
Vice President, Technical Services & Marketing Programs
Mark Klassen recently joined Canada Beef in the newly-created position of Vice President, Technical Services and Marketing Programs.
He is responsible for Canada Beef’s Global Marketing portfolio and the Canadian Beef Centre of Excellence. Klassen has 28 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 most recently the Canadian Cattlemen’s Association. Over the last five years he has also provided consulting services to Canada Beef and the Ontario Cattle Feeders Association in the technical services and brand marketing areas.
Mark grew up in a rural community and has a passion for agriculture and the people who serve Canada in this capacity.
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.
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, Communications
Michele recently joined Canada Beef as the social media and website lead. Michele has over 20 years of experience managing projects in consumer relationship marketing, content creation, media, TV production and digital programs within the Kraft Kitchens at Kraft Canada.
Michele is skilled at website 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.
Duane Ellard
Director, Channel Marketing
Over the past 30 years, Duane has developed a well-rounded background within the beef industry that includes butchery, further processing sales and marketing. Duane’s career path has connected him with Canada’s retail & food service leaders in a variety of areas that ultimately highlighted the value of Canadian beef through national and regional direct to consumer marketing programs. Today, Duane leads Canada Beef’s direct to consumer marketing programs and continues to consult with Business Development and global partners to create marketing strategies highlighting the value Canadian beef and our industry offers.
Judy Charlebois
Senior Manager, Operations
For the past 23 years Judy has been working in the beef industry starting out with the Beef Information Centre and then with Canada Beef. With her current role as Senior Manager, Operations Judy is responsible for the day to day operations of the Calgary office.
Our offices, connecting, innovating and inspiring on a global level.
Canadian Offices:
Western Canada (Calgary, Alberta)
Eastern Canada (Mississauga, Ontario)
International Offices:
China Japan
Mexico Taiwan
The Centre of Excellence
A unique place of creativity and connectivity working to drive meaningful results.
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.
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.
Our Global Voices
Our Global voices bringing Canadian Beef to you, all over the globe.
Claudia Herrera-Blanc
Mexico/Latin America - Director, Market Development
Claudia has been an integral part of Canada Beef’s team since 2004 when the organization established its footprint in Mexico.
Ms Herrera-Blanc obtained her B.Sc. in Business Administration at the Technological Institute of Higher Studies of Monterrey . Her role with Canada Beef has evolved from operations early in her career where she managed resources of Canadian Beef producers, to becoming instrumental to Canada Beef’s business and market development team.
As a business developer, Claudia has led the development of the Hispanic communications platform for Canada Beef and she has also led brand marketing partnerships and strategic alliances with Mexico’s Foodservice industry; projects that have been conducive at positioning the Canadian Beef Brand by its world class attributes within Mexico’s white tablecloth operations.
Ichiro Kiyotomi
Japan/Korea - Senior Director, Market Development
Ichiro joins Canada Beef as Senior Director Japan, with growing regional aspirations in the beef sector. He has expertise in the global food industry and extensive experience as a senior business manager with 27+ years of success in sales, marketing, procurement, and new business development in a large food trade company, global FMCG company, and a foreign government agency. During his time in the food company, he was the expat working for US & Japan JV beef company in the US as Export Manager.
During his professional career, he initiated contributed to meaningful, well-known and significant business generating events. He has also played an important role as a mentor and sensei for his colleagues on the team as well as other global offices.
He has two MBAs majoring in International Business, California University and majoring in Marketing, Bond University in Australia.
Yuko Onizawa
Japan - Associate Director
Yuko started to work for Canadian Beef in April 1999. At first, she was in charge of accounting and office operation and in 2013 she became Marketing Manager. Yuko focuses on marketing and branding of Canadian beef in Japan market through relationships with the meat industry people such as retailer, food-service, distributor and importer. She aims that Japanese consumers can eat and buy Canadian beef anytime and anywhere in Japan.
Takako Toyama
Japan - Senior Manager, Operations
Kako has been working in Canada Beef Inc. since December 2013, and today exerts herself for Japan’s office as operation manager. She is in charge of accounting and general affairs. Kako was once a secretary for a member of the House of Representatives and Councilors of the Japanese National Diet for more than 5 years. By this experience she is the expert in office operation. Furthermore she acts as a mediator now between customer and CBI.
Angie Xu
S. China/Hong Kong - Manager, Market Development
Angie joined Canada Beef in 2018 to establish and maintain a solid partnership with value industry partners within the area, and continue to conduct business development, branding and marketing projects with key partners. Before joining Canada Beef, Angie worked in the retail industry for over 10 years as a marketing manager at both regional and national levels. She has solid experience on marketing strategy, promotion planning & implementation, customer communications and project management. Her marketing experience in food and non-food retail industry will enable her to build the connection with partners and end users and to bring in more initiatives for brand development. She is also a good communicator, open-minded, efficient and customer-oriented.
Iris Sung
China - Assistant Manager, Market Development
Iris has joined to Canada Beef Inc. since 2014, and today is in charge of the role for enhancing the customer relations and optimizing the office administration. She has also extended her expertise to media communication, public relations and brand partnership projects management, to maximize the value of Canada Beef brand building in China market. Before joining into the beef industry, she had worked for global leading companies like Accenture, Wicresoft, Freudenberg and Lagardère for six years, where helped her developed the solid skills of travel retail marketing, business negotiation, customer relationship management, mobility advisory, MICE and administrative management.
Rachel Zhang
China - Manager, Operations
Rachel has joined to Canada Beef Inc. since 2007 for more than 10 years and worked for the office administrative and finance operations. With her great expertise, she is not only managed daily finance and operation works, but also take in charge of the challenge for maintaining in the roles of program managements, executions of brand licensing, and various supports of individual marketing initiatives in the region. She devoted her enthusiasm and career to Canadian beef industry with long term loyalty and efforts to communicate the brand and strategies among the clients and consumers in the China market. The working experience of marketing in last company Lucent Technology gave her solid background which led her to be capable of the work in brand new industry within short time.
Deana Kao
Taiwan/SE Asia - Senior Director, Market Development
Deana joined Canada Beef Inc. in April 2008. She is well experienced in marketing and event planning and excellence in business communications. Today is in charge of managing marketing and business development in Taiwan and South East Asia.
Isabelle Chang
Taiwan/SE Asia - Manager, Operations
Isabelle joined Canada Beef Inc. in August 2014. She is experienced in the administrative/banking area. Prior to joining Canada Beef, she had worked in an international company as office coordinator. Today is in charge of managing administrative/accounting works and executing marketing activities in Taiwan and South East Asia.
Our Support Team
Our we couldn’t do it without them supporters…
Mei Ning
Director, Corporate Finance
With over 12 years of accounting experience in AP, AR, Payroll, bank reconciliation, month end/year-end adjustments and auditing preparation etc., Mei has developed a full cycle accounting background with great communication skills. Almost completed CGA level 4 with science bachelor degree helped to successfully apply accounting principle, procedures and policies exercised by staff for the past years at Canada Beef. As Director of Finance, Mei continues to support staff, stakeholders and business development and would like to contribute her skills to help business success.
Canadian Beef Western Office + Centre of Execellence
