The Canadian Ministry of Agriculture and Agri-Food said the investment to Canada Pork International would help “strengthen, diversify and grow Canada’s pork exports in priority markets around the world”.
According to Canada Pork International, the domestic industry exported $3.9bn worth of pork to 89 countries.
This investment is designed to help Canada’s pork industry in their efforts to boost awareness of the industry in priority international markets, positioning Canadian pork producers to further benefit from new opportunities created by Canada’s free trade agreements.
The funding has been earmarked to help the sector to strengthen its knowledge of market opportunities, enhance promotional efforts, increase contact with potential buyers and grow market opportunities for chilled pork exports.
President and CEO of Canada Pork International Martin Lavoie welcomed the opportunity to tackle global markets. “AgriMarketing funding is fundamental to Canada Pork International programs and services. It supports CPI’s growth and demand building programs globally as well as the sales development efforts from our members. This agreement has been essential to the great success of the Verified Canadian Pork branding strategy in Japan and we are thrilled with the opportunity to continue our brand efforts in Japan and other markets.”
The project is funded through the Canadian Agricultural Partnership’s AgriMarketing Program, which helps industry increase and diversify exports to international markets and seize market opportunities. The program supports industry-led promotional activities that differentiate Canadian products and producers, and leverage Canada's reputation for high quality and safe food.
Minister of Agriculture and Agri-Food Marie-Claude Bibeau explained the importance of the pork industry to Canada. “Canada’s pork industry contributes $24bn to the economy. This investment will help further increase international demand for Canada’s high-quality pork and create new opportunities for our hardworking producers to take full advantage of new trade agreements.”
“Canadian pork producers count on the government to support a thriving industry that contributes $23.8bn in total economic activity to the country each year” said Rick Bergmann, Canadian Pork Council Chair. “This funding is great news for pork producers who rely on well-established markets and marketing networks to move their product and feed people worldwide. Maintaining competitive access to markets and further developing trade, specifically in the Asian region, are critical to the growth of the industry and are a priority for pork producers.”