January 24, 2014

In support of marketing initiatives aimed at opening more markets to Canadian pork products, the Canadian Pork International (CPI) will receive CAD15 million (US$13.5 million) from the Canadian government.

CPI, the export promotion agency of the Canadian pork industry, will use the funding to target existing markets such as Japan and new markets such as the EU and South America. The organisation plans to develop in-store and printed promotional products as part of its strategy. Market research and international missions are also part of the group's plan.

"Canada Pork International and its members are very grateful for the financial assistance provided by Agriculture and Agri-Food Canada to support the implementation of its 2013-2018 Domestic and International Canadian Pork Marketing Strategy," said Edouard Asnong, chair of Canada Pork International.

The Canadian pork sector generated CAD3.2 billion (US$2.9 billion) in export sales in 2012. The Canada-EU trade agreement gives the Canadian pork sector market access of up to 80,000 tonnes of pork that industry experts estimate could result in CAD400 million (US$359.9 million) in new annual sales.

"The Canadian pork sector provides high-quality pork at competitive pricing and is well positioned to compete in both established and emerging markets," Agriculture Minister Gerry Ritz.