Farm-Scape is sponsored by Manitoba Pork Council and Sask Pork Play Audio Farm-Scape is a Wonderworks Canada production and is distributed courtesy of Manitoba Pork Council and Sask Pork.

Farm-Scape, Episode 1404

A. C. Nielson is crediting a growing emphasis on value added processing for a substantial increase in retail pork sales over the past year.

On a dollar basis, the sale of pork at retail in Alberta increased by approximately 11 percent over the past 12 months and indications are the same trend held true across Canada.

A. C. Nielson Vice President of Government and Public Sector Relations Tony Marino told those attending Alberta Pork's Annual General Meeting value added appears to be key.

"It's interesting because, in Alberta in particular, were finding that there has been a shift toward more premium pork products.

I think consumers seem to be looking for value add products, products that offer a certain amount of convenience in preparation. We're talking about things like boneless pork, seasoned pork, pork that's been cut in a way that facilitates preparation like cutlets and medallions and things like that.

These tend to be more expensive product and yet, in Alberta at least, this is what seems to be driving momentum in the 12 months. What's really interesting, I think, is that, when we ask Canadians why they choose to buy pork, the reasons that come up the most often are taste and versatility.

Those are two very powerful attributes on which to build product success. People are not buying this product because they think it's affordable. They're not buying it because it's cheap. They're buying it because they really enjoy what it tastes like and the ways they can use it and prepare it and I think that's the kind of thing the industry has to continue to emphasize."

Marino says the 80 percent of Canadian households that indicate they are already buying pork is lower than what is being seen for beef, deli meats or even chicken. He suggests another five to 10 percent of Canadian households, or between 500 thousand and one million, could potentially be targeted. He believes there's also opportunity to increase the frequency of purchases among those who are already buying.

For Farmscape.Ca, I'm Bruce Cochrane.