Import Levy Return on Investment

Measuring the Value of Generic Beef Marketing

Understanding the return on investment of the import levy is essential because it shows how these dollars translate into meaningful value for Canada’s beef sector. The levy was created to support generic, unbranded beef marketing that strengthens consumer confidence, encourages informed food choices, and provides Canadians with credible information about beef. These activities help reinforce the role of beef in a balanced diet while supporting awareness, trust, and clarity across the value chain.

What the Import Levy Supports

The import levy applies to imported beef cattle, beef, and beef products. These funds are invested directly into generic, unbranded marketing and research. Examples include nutrition-focused communications, cooking inspiration, beef know-how, and public resources that help Canadians understand, prepare, and enjoy beef. Programs such as ThinkBeef.ca are funded through the levy and provide accessible, science-based information to consumers, health professionals, and influencers.

Because the levy can only be used for unbranded and non-promotional work, it fills a specific role within the broader marketing system. It ensures that Canadians have access to accurate and current facts, which helps the sector maintain a clear and consistent voice. This is especially important for topics related to nutrition, health, and everyday cooking, where consumers often look for reliable guidance.

A Clear and Measurable Return

A full economic evaluation was completed in 2018 to assess the value created by the import levy. The evaluation analyzed three years of investment and found an average Benefit-Cost Ratio of 6.42 to 1. In practical terms, every dollar invested through the import levy generated approximately six dollars and forty-two cents in benefits for the beef value chain in Canada.

The results also showed steady improvement during the study period. The Benefit-Cost Ratio increased from 2.34 in 2014/15, to 6.99 in 2015/16, and to 9.92 in 2016/17. This growth reflects the strengthening impact of the programs funded by the levy and demonstrates increasing effectiveness over time.

Why the Returns Are Strong

The import levy is invested in areas that deliver high value to the industry. The evaluation indicates that activities centered on nutrition, food skills, and beef education are particularly effective. These investments help consumers make informed choices, reduce confusion about beef and health, and encourage confidence in preparing beef at home.

The study also found that generic, unbranded marketing funded by the import levy produced stronger returns than the average of other marketing and research activities reviewed. This confirms that the levy is strategically positioned and that the programming it supports is efficient and well targeted.

Planning for Future Value

The evaluation noted that very large increases in funding could result in diminishing marginal returns, which is a normal economic outcome. This observation does not diminish the strength of current programming. Instead, it highlights the importance of maintaining a focused approach and continuing to adapt content to evolving consumer expectations.

Continued attention to emerging nutrition science, practical cooking information, and modern communication platforms will help ensure that import levy investments remain effective. These areas offer the most potential for maintaining or improving returns in the years ahead.

The next evaluation is slated for release in the summer of 2027.

A Proven and Effective Investment

The import levy is a high-value tool that delivers measurable results for the Canadian beef sector. It ensures that Canadians have access to trustworthy, accurate, and relevant information about beef, while providing the industry with a consistent and credible foundation for generic beef messaging.

Every dollar invested through the levy is carefully tracked and evaluated. The strong Benefit-Cost Ratio demonstrates that the import levy continues to create substantial value by building demand, supporting public trust, and contributing to the long-term strength of Canada’s beef industry.