The paper examines the impact of four exogenous shocks – exchange rate appreciation, feed price escalation, mandatory country of origin labeling, and economic recession – on the Canadian and U.S. beef cattle industries using a multi-market partial equilibrium model. Impacts on the U.S. industry are found to be relatively small compared to those on the Canadian industry. Country of origin labeling, and feed price escalation account for the largest decline in the welfare of Canadian cattle producers.