In 2008, the BIC teamed up with the
Canadian Cattlemen's Association and the
Canadian Pork Council to disseminate information at the height of the
WTO trade dispute over the
mandatory country-of-origin labeling (mCOOL) rules. In July 2019, Canada Beef received a $5.3 million subsidy from the Trudeau government "in order to grow sales internationally, in part by boosting foreign consumer confidence in Canada's product". ==Leadership==