The Western Livestock Price Insurance Program, a risk management program available in British Columbia, Alberta, Saskatchewan and Manitoba, announced a major rebrand today. The Western Livestock Price Insurance Program (WLPIP) is now known as Livestock Price Insurance (LPI). This change does not change the details or delivery of the program.

The name change is part of the program’s strategy to strengthen its capabilities to promote Livestock Price Insurance, while adhering to the latest Canadian Agriculture Partnership guidelines. Moving forward, Livestock Price Insurance, remains true to its services offered and customer service experience.

Federal and provincial partners continue to collaborate on raising program awareness amongst its producers. This brand revitalization incorporates the three core values of the Program: a collaborative approach, producer-driven initiative, and effective risk management. The Livestock Price Insurance program continues to grow and evolve alongside industry; the Program is focused on continuing to expand awareness and enrolment.

The launch of this rebrand is accompanied by an updated logo and a fresh look that will help communicate a clear and effective Program to producers

Along with a new look, the program website has undergone a redesign. Following producer feedback, the Livestock Price Insurance program saw an opportunity to enhance the current website. Changes include simplified navigation and a fresh review on program information. This website acts as a hub for Livestock Price Insurance information and a gateway into customer’s portal access to conduct their business.

In times of uncertainty, producers continue to access coverage against market volatility. In 2020, approximately 360,000 calves, 209,000 Feeder cattle, 232,000 Fed cattle and 9,300 hogs were insured through Livestock Price Insurance across all four provinces. Overall, producers received over $122 million in payouts.

Accessible year-round, producers can purchase livestock price insurance for their feeder cattle, fed cattle or hogs. By offering policies continuously throughout the year, producers can select from a variety of price insurance coverage options, every Tuesday, Wednesday and Thursday, to find the best fit for their livestock operation. Enrolment into Livestock Price Insurance is free and producers are encouraged to explore how it could benefit their own operations. Calf price insurance is available to purchase beginning February 2, 2021.

Producers can purchase Livestock Price Insurance on Tuesday, Wednesday and Thursdays from 2 p.m. to 5:30 p.m. MT. Claims can be made on Mondays between 1:30 p.m. and 7 p.m. MT. If you require assistance, please contact your provincial LPI office.