Objectives
Improving and enhancing the cervid industry

The CCA is the only recognized representational organization for the Canadian farmed cervid industry. Our focus is on improving and enhancing the cervid industry both domestically and internationally by:

Objectives & Strategies

1. Market Development/Access

Improve access to and profitability in all currently developed markets, support the development of a full spectrum of viable new markets and aid in the negotiation of access to those markets based on utilization of the whole animal.

• Work towards recognition of the cervid farming industry as an agricultural entity separate and distinct from wildlife
• Unification of the industry and its regulations across provincial borders and eventually across North American jurisdictions while acknowledging and respecting our role in human health, environmental sustainability, and humane animal care.
• Integration of the industry across Canada to allow freedom of both live animals and product trade
• Facilitate the expansion of all market sectors both domestically and internationally
• Work with key stakeholders and governments to identify trade barriers for all market sectors and work to eliminate or alleviate
• Increase consumer awareness and confidence in cervid farmers and products

2. Quality Control & Assurance/Herd Health

Aid in the expansion of opportunities available to producers for market access and ensure optimum production levels and efficiency by:

• Developing methods to measure quality in all market sectors.
• Development "Code of Ethics"
• Continued to work on issues surrounding animal health management programs, import and export protocols.
• Completion and implementation of OFFSQR Program (communicate to producers via provincial organizations)
• Education and communication re: production practices, herd health and animal welfare
• Inform producers of world health concerns in relation to disease prevention, control, eradication and human health issues
• Update "Code of Practice"

3. Support Promotion and Growth within the Industry

• Provide leadership and resources in problem solving provincial jurisdictional differences to ensure open trade
• Compile and publish information on the opportunities and benefits of cervid farming
• Encourage other key stakeholders to support and assist the cervid farming industry
• Inspire confidence in the future of cervid farming and ranching value chains;
• Make available accurate and positive information on the industry and its products to the general public
• Identify research and development priorities for the next 5 years
• Find and obtain the funds, researchers, facilities and animals to conduct the research
• Implement procedures and systems for managing the research programs
• Ensure the research and development results get to the people that need to know

4. Government Policy & Programs

• Lobby to ensure industry is regulated much the same as traditional livestock
• Promote recognition and acceptance of the industry as an agricultural entity
• Ensure regulations are science based and allow for trade.

5. Communications & Public Relations

Increase confidence and awareness of the industry and the Alliances principles.

• Industry Economic Impact Study
• Develop and promote key messages
• Develop and implement a communications plan for use by the CCA and member organizations
• Develop relationships with other national livestock organizations in order to align and strengthen positions on common issues
• Provision of information and exchange of ideas to key stakeholders within government
• Inform government agencies about our industry
• Position Statements in critical industry issues

6. Strengthen & Sustain the Organization

Create a self-sufficient, effective organization that instills confidence in the Alliance and its members, and strengthens government relations while pursuing the current and future needs and desires of the membership.

• Expansion of the current membership to include all provincial and territorial organizations that represent deer and elk producers.
• Inclusion of private industry (processors, cooperatives, trophy ranches, etc) in committee structures to ensure growth and stability of market expansion.
• Increase participation of members and external resources
• Enhance the effectiveness of the Board, Executive, staff and committee members
• Improve internal efficiencies
• Develop guidelines, policy and procedures manual for Directors