Canada's Minister of Agriculture and Agri-Food has announced an investment of up to $6 million to Canada Pork International to strengthen, diversify and grow Canada's pork exports in priority markets around the world.
“Canada's pork industry contributes $24 billion to the economy,” says Marie-Claude Bibeau. “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.”
The investment will assist 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 will also 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.
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.
“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,” says Martin Lavoie, president and CEO, Canada Pork International.