It leads to more points of purchase for consumers, and it is the part of the supply chain process that plans, implements, and controls the flow of goods. [...] All these thrusts contribute to the exchange of food products between supply and demand, and can result in a better outcome of gateway and corridor initiatives in the food industry. [...] While most stakeholders in the beef industry focused on short-term repercussions of the crisis during the two years of the ordeal, the structure in which the industry operated remained unchanged. [...] A rapidly changing environment and the latest developments in the food trade necessitate food marketing experts to develop additional skills and qualities beyond traditional expectations, to adapt themselves successfully to the changes of the modern era, and to act as resource and relationship coordinators. [...] A SASKATCHEWAN INSTITUTE OF PUBLIC POLICY PUBLICATION 11 FRAMEWORK FOR DEMAND CHAIN DESIGN By considering the volatility of food market utilities (Figure 1) and the various thrusts that the Gateway and Corridor Initiative depends on to obtain the desired outcome or exchange (Figure 2), a demand chain design framework can assist marketing strategists with the implementation of a sound Gateway and C