ThePigSite Latest News
Study Identifies International Marketing Opportunities for Canadian Pork
CANADA - A study conducted by Canada Pork International has identified a range of opportunities for Canada to promote and expand the sale of its pork products on the international market, writes Bruce Cochrane.  Farm-Scape is sponsored by
Manitoba Pork Council and Sask Pork Farm-Scape is a Wonderworks Canada production and is distributed courtesy of Manitoba Pork Council and Sask Pork. |
To identify potential international marketing opportunities Canada Pork International conducted a quality perception audit in its top markets.
The study focused on attributes that drive the decision to purchase meat, such as who has the best food safety system, the best meat color, the best marbling, the best price.
Technical programs and marketing services director Michael Young says distributors were asked about their perception of quality and where they get and profiles of the systems in each country were established to determine how well Canada is doing compared to its competitors.
Michael Young-Canada Pork International
It comes down to individual product attributes but it also comes down to food safety systems that go beyond the price so it's a combination of functional and emotional attributes that you can associate with the product.
For instance, Canada's world class food safety systems, Canada's on farm food safety systems, Canada's selection process, our genetics, our history, our ability to deliver what the customer wants.
These are all important but again, consumer selection changes.
It's a moving target from country to country.
If you're talking about Asia, they're looking for very thinly sliced meat that is a little darker than what we might see here and has a little more marbling because they appreciate the texture and the mouth feel of that.
If you go to a market like Australia, they're looking for further processed products that's turned into hams and bacon and things like that so they're looking for a whole different set of attributes so again it's a moving target and you have to look at it from market to market.
Young says the audit concluded that Canada is well represented in the markets but there is more to be done.
For example, he says, we know we have a world class food safety system and suggests we need to connect with the end users so they understand what they're getting.
ThePigSite News Desk
Latest Pig Industry News
DAPP: Downward Gradient from 136.99p to 136.43p
Preparation for Mandatory Inclusion Urged
Weekly Review: Demand at Consumer Level Declines
New Construction of a House for 400 Sows- CME: Sharp Decline in Pork and Hog Markets
- ACMC Tip: Check Parity Profile
All Eyes on the Chinese Pork Industry
Vaccination for Swine Diseases to be Launched- Learning About Animal Welfare Online
- Manitoba Expands Compulsory Coverage by WCB
