Navigating the Dynamics of Change in the Bison Industry
Canadian bison producers, much like other protein sectors, are not strangers to the peaks and valleys that come with raising animals for food. Over the years, producers have weathered drought on their lands, political and pricing headwinds, and a lack of marketers with established retail brands in Canada. Unlike the behemoth beef industry, it doesn’t take much of a fluctuation in variables to impact growth. Maintaining a viable bison industry means producers and marketers must continue to strengthen their own operations, even, and perhaps especially, when there are challenges. At the same time, a fortified industry means working together to ensure that the increase in consumer demand built strategically in recent years, is not compromised.
Building Demand: A Cornerstone of Growth
Over the past five years, the bison market in Canada has experienced a notable upswing in demand, driven by a growing consumer base eager to explore healthier red meat options. But this didn’t happen organically. The pandemic, while disruptive, fuelled a newfound interest in home cooking and culinary experiences. As well, consumer concerns with environmental impacts of farming and ranching created a growing market for meat raised without harm to the environment. Concurrently, marketer Noble Premium Bison launched a national retail program in February 2020, putting regeneratively-raised bison meat on the radar of meat lovers across Canada. For the first time fresh bison steaks, ground and cubes could be found at meat counters in major retailers from coast to coast. A five-year focus on promoting bison as a category was Noble’s first step in building brand loyalty – and markets. However, with this growing demand comes a new set of challenges that Canadian bison producers, and marketers, must navigate to maintain stability in the market.
The industry’s evolution from a niche market to a more mainstream presence is both welcoming and challenging. While increased consumer knowledge and visibility has led to greater market penetration—as seen in retailers across Canada—demand for bison now outpaces supply. This presents a dual-edged sword; on one hand, it validates the efforts of marketers in building the bison category and securing valuable shelf space alongside beef and pork. On the other, it strains the industry’s capacity to meet this growing appetite for bison meat. Producers must navigate these waters carefully, ensuring they don’t overextend themselves in response to escalating prices, while maintaining mutually beneficial relationships with reputable marketers.
Fundamentals of a Sustainable Industry
Four decades and thousands of miles of grassland separate Canadian bison producers Doug Griller, Robert Johnson and Keegan Kitzul. But what connects them is more than a passion for the land and the bison they raise; it’s a deep commitment to building a strong industry.
With demand exceeding supply, every producer counts. Griller, for one, has no plans to retire, but he sees how attrition can have a big impact. “When prices for animals are high like they are now, some producers will take the opportunity to step away from the business, and there aren’t that many of us,” Griller said. “At the same time, the price and competition for farmland is also at a premium, making it challenging to start-up an operation, or for established producers to expand. A diversified strategy is key to individual success, and the long-term viability of our industry.”
From a producer perspective, diversified operations, strong marketer relationships and land regeneration are key fundamentals to sustainability. Griller is in a unique position as a bison producer, with a strong farmgate operation at Quill Creek, and his partnership in Canada’s top national retail brand, Noble Premium Bison. That partnership allows him to work with other producers like Robert Johnson at RJ Game Farm, who are also invested in land regeneration. Robert has been through a few market cycles himself, and knows firsthand the value of building the right relationships. “I’m being cautiously optimistic,” Johnson said. “Working with marketers I can trust with a handshake, who are fully invested in our industry, means I can focus on other things, like how to replenish my inventory! As bison producers, we’ve got a great story, but we need marketers who are invested in telling that story, and who promote nose-to-tail utilization of the bison at market.”
From a marketer perspective, the fundamentals are different. Maintaining a trusted supply chain, adding value to both producers and clients, and investing in consumer education are keystones to building bison as a protein category. At Noble Premium Bison, a move to processing 100% in Canada, was a move towards greater control in fluctuating markets. “We’ve always endeavored to be fair to our producers, and to provide the most value we can to our clients and customers”, said Kelly Long, CEO and Partner at Noble Premium Bison. “We also want to maximize our vertical integration, quality control and our yields. In a competitive market, a comprehensive utilization strategy, like our Creative Cuts program, is crucial for maintaining the industry’s momentum, and ensuring that it remains a viable alternative to more traditional meats like beef.”
The Next Generation
As a generational farmer and bison producer, Keegan Kitzul has seen his fair share of storms, literally and figuratively. Battening down the hatches ahead of a -45°C cold front, he had no concern for the bison, who know how to hunker down when the going gets tough. And like the bison, Keegan has built up a resilience to challenging conditions by watching the market environment, and responding accordingly. “Everything that we do is for five years, ten years, twenty years down the line”, said Keegan. “If prices are down, we’re buying or retaining more females to grow the herd, building infrastructure, watching the market trends. We know from experience that when prices rise again, we’ll be ready. Like my grandad used to say, we don’t farm for today, we farm for the future.”
As the industry continues to evolve, it’s imperative for producers to adopt a cautious yet optimistic approach. Engaging with reputable partners and maintaining sustainable practices are essential to long-term success. Like the bison, the industry’s story is one of resilience and adaptability, underscored by a commitment to ecological stewardship and consumer trust. As we look to the future, the bison industry stands poised to thrive, provided it continues to balance innovation with best practices and sustainability with growth.
