Canada Pork International (CPI) will receive an up to $6-million investment to strengthen, diversify and grow Canada’s pork exports in priority markets around the world.
The Honorable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food, announced this funding on Thursday. The funding is designed to help the sector strengthen its knowledge of market opportunities, enhance promotional efforts, increase contact with potential buyers and grow market opportunities for chilled pork exports.
“Canada’s pork industry contributes $24 billion 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,” Bibeau said.
CPI is the export promotion market development agency of the Canadian pork industry. A joint initiative of the Canadian Meat Council, it represents the pork packers and trading companies, and the Canadian Pork Council.
Not only will this investment help Canada’s pork industry in their efforts to boost awareness of the industry in priority international markets, but it will also position Canadian pork producers to further benefit from new opportunities created by Canada’s free trade agreements, an Agriculture and Agri-Food Canada release said.
“The Canadian pork industry contributes billions of dollars to the Canadian economy, and I’m proud that we’re opening markets for continued growth in the sector," said Lloyd Longfield, a member of Parliament for Guelph.
The project is funded through the Canadian Agricultural Partnership’s AgriMarketing Program. 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,” said Martin Lavoie, president and CEO of CPI.
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