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 1557

The President of the Canadian Pork Council plans to focus on improving cooperation throughout the pork value chain in an effort to strengthen the Canadian pork industry's ability to compete internationally.

Perth County, Ontario hog producer Clare Schlegel was elected Canadian Pork Council President last week at the organization's annual meeting in Abbotsford, BC.

He says the industry clearly faces challenges with regards to how stakeholders work together.

"In my years of being involved in pork board leadership I've never seen a time like I've seen in the last 12 to 18 months where producers have been extremely frustrated and perhaps even distrustful of what's been happening in some of the other areas.

There's some good initiatives going on now. The National Roundtable is working at a 'Brand Canada' strategy, a platform where the industry can position itself collectively respecting the needs of each other.

There needs to be trust throughout the chain, understanding that we're all working to satisfying the final consumer and making sure that the revenues are shared appropriately throughout the chain. The concept of a value chain is what we're working toward and that means every player within the supply chain is a valued partner.

I'm certainly confident that we have the people in place and a commitment on the producer side to work towards an industry that's working in harmony, that we have clear goals, focused direction and we put in place the programs and the processes that producers get a fair return, processors get a fair return, further processors get a fair return and that we can be competitive with the Denmarks and the United States and the Brazils of the world"

Schlegel says there's a need for better communication and understanding in working toward a single end goal and its critical that stakeholders move positively in this area over the next short period of time.

For Farmscape.Ca, I'm Bruce Cochrane.