Boots on the Ground: Experience Driving a Strong Canadian Market
The Canadian bison industry is built on people who know the land, know the animals, and understand what it takes to keep a market strong. This year, Noble Premium Bison is reinforcing that approach with the addition of Mike Jacobson as Chief Operating Officer — a familiar name to many producers who’ve worked with him over the years.
Mike brings decades of hands-on operational experience, including expertise in meat handling, supply chain, and working directly with producers. He is known for his “boots-on-the-ground” approach and producer-first thinking, with a deep respect for the practical realities of raising healthy bison. Mike knows what marketers like Noble Premium Bison are looking for, in terms of carcass weight, quality and yield, and has proven to be a valuable resource to producers. While he has worked with Noble for many years, Mike officially stepped into the leadership role in 2024, bringing a deep operational perspective to building a stronger Canadian market.
Strengthening the Canadian Market from Ranch to Retail
A significant portion of Canadian bison has historically moved south to supply US-based brands. While that system has its place, it increases pricing volatility, decreases category visibility at retail in Canada, and limits transparency for producers. As Mike notes, “I first started working with Noble when they shipped animals to a US plant I was managing — but the retail product never stayed in the US; it always came back to Canadian consumers.”
He adds, “If we don’t build a strong Canadian market, US brands gain leverage over pricing, leaving producers with less influence and less value for their animals.”
Mike has seen the impact of cross-border dependence up close:
“When animals leave the country, control is lost — pricing, handling, even market decisions move into someone else’s system. Strengthening the domestic market keeps more value here and ensures producers’ priorities are front and center.”
Keeping bison in Canada also maintains the standards producers work hard to uphold — from herd health to low-stress movement and humane processing — ensuring the care invested on the ranch carries through to the customer.
The lesson for the industry is clear: strong Canadian market infrastructure — from ranch to retail — benefits everyone in the value chain, not just one brand.
What Producers and Retailers Are Asking For
Producers consistently emphasize three priorities: • Reliable demand — steady purchasing and fair pricing • Transparency — clear expectations and standards • Partnership — long-term relationships with buyers who understand the realities of raising bison
Interestingly, retailers value the same things.
Kelly Long, marketing lead in the industry, explains:
“What producers care about is exactly what retailers care about: consistency (in quality and availability), transparency (with consumers and marketers) and relationships built on trust. When those priorities align, it benefits the farm, strengthens the brand, and builds demand with Canadian consumers.”
Brands that understand this alignment — and work to foster it — help create a stable, premium market for bison in Canada. Noble has been a leader in building that connection, but the principle applies across the industry.
Three Pillars for a Strong Canadian Bison Market
Mike identifies three principles that guide long-term success for producers and brands alike:
1. Legacy — Knowledge That Matters
Years of hands-on experience provide credibility and insight. Legacy isn’t about nostalgia; it’s about understanding what works in managing the land and the animals — from herd structure and grazing rotations to handling protocols — as well as the supply chains and market expectations that shape the industry.
2. Stewardship — Quality Starts on the Land
Healthy animals, low-stress handling, and regenerative grazing practices are foundational. Producers who prioritize herd health, calm movement, and land-first management create stronger animals and stronger markets. When brands recognize and reinforce these practices, they build consumer confidence and help elevate the entire category.
3. Partnership — Building Value Together
A strong domestic market relies on trust between producers, marketers, and retailers. Open communication, predictable demand, and aligned incentives ensure long-term sustainability.
“You can’t build a national retail brand like Noble Premium Bison without the producers who raise the animals, and a marketer with a legacy of relationship-building,” Mike notes. “Partnership is the key to keeping the value in Canada.”
Looking Ahead: Strengthening the Canadian Market
The takeaway for producers and industry leaders is simple: focus on strong domestic channels, consistent quality, and transparent relationships. Brands that prioritize these practices, whether through marketing, retail alignment, or producer partnerships, help build a bison market that benefits everyone – from ranchers to consumers.
“Bison producers in Canada are the backbone of this industry,” Mike says, “but it’s successful marketers like Noble, who know how to build demand. Our job now is to make sure that value stays here — for the herds, the land, and the people who have invested their lives into raising these animals.”
As the Canadian bison market grows, leadership is about more than legacy; it’s about fostering the practices, husbandry, and relationships that make the industry sustainable and profitable for all participants.
