April 5, 2007

Canadian pork bodies in joint promotion

A strategic partnership between Canada's Ontario Pork, Alberta Pork and Manitoba Pork Council has been formed to streamline consumer marketing services.

The new alliance, called Pork Marketing Canada, will develop and implement a set of joint marketing initiatives targeting consumers, retailers and food service operators on matters pertaining to pork, including food preparation, health and nutrition and related industry issues.

Pork Marketing Canada is designed to capture efficiencies and maximise both human and financial resources to achieve the consumer marketing objectives of the three organizations.

Admitting that the union has seen the need to work together on common issues, Roy Kruse, director of consumer services for Alberta Pork. is confident that more can be accomplished by working together. Provincial pork organizations have already established close working relationships on various other initiatives including animal care and environmental issues.

The alliance allows each of the groups to increase the marketing and promotional returns for their producers. As this initiative is phased in over the next two years, consumers and the industry will see a strategically-driven program designed to further expand pork sales in Canada.

Pork Marketing Canada has also launched website, www.putporkonyourfork.com as part of its marketing outreach to consumers.