At Holstein Québec’s 2011 Annual General Meeting, the board of directors presented the final report of the feasibility study on the creation of an independent non-profit export firm controlled by Holstein Québec.

Following the presentation of the report and a discussion among members, members pronounced themselves against — 72% against / 28% in favour — a special one-time assessment of $100 per member to provide seed capital for the company, and against— 58% against / 42% in favour — the business model that Holstein Québec proposed to its members.

Since February 2011, the board of directors has been analyzing different scenarios focused on continuing to develop markets for the Quebec Holstein. To help directors make strategic decisions with regard to domestic and export market development, the board of directors has set up an ad hoc governance committee, specifically the Holstein Québec Market Development Committee. The composition, function and mandate of the Committee are as follows:

Composition

The Market Development Committee is made up of two directors and two outsidemembers, in addition to staff appointed by the General Manager.

Function

The Committee’s main function is to reassess the third priority of Holstein Québec’s strategic plan, which is to develop marketing activities focused on export and exposure in and outside of Quebec. The Committee will then present its recommendations to the Board and ensure that those recommendations are followed up.

Mandate

• Present the board of directors with an action plan aimed at achieving the following objectives:
  • Promote dairy farming;
  • Ensure transparency in domestic and export market development activities;
  • Democratize market access;
  • Involve members in developing markets;
  • Increase the collective power of breeders in order to enhance their position in terms of domestic and export market development;
  • Improve the competitive position of our farms, with dairy herd health as a matter of priority, while taking into account the current and potential requirements of both domestic and export markets;
  • Reinvest profits from business activities so as to serve the best interests of the members and provide long-term support for Holstein Québec.
• Evaluate follow-up to the feasibility study on the export project presented to the 2011 Annual General Assembly.

In April 2011, a discussion forum was organized, bringing together 12 breeders from diverse backgrounds, with experience in market development. There was good communication among the Committee members at this meeting and the discussions led them to renew their ratification of the 18 market development actions included in Holstein Québec’s 2010-2013 strategic plan.

The Committee is scheduled to meet in early June 2011.