In an effort to help Canadian consumers support Canadian pork producers, Pork Marketing Canada if offering Canadian processors and retailers a new voluntary label which they can use to identify fresh and frozen pork products produced in Canada.

John Graham, the public affairs manager with Canada Safeway, one of the companies that will be making use of the new labels, is confident Safeway customers will appreciate the opportunity to know when they're buying Canadian product.

John Graham-Canada Safeway

Given the consistency of quality that they can purchase a local product at equal or better quality, they're certainly more inclined to purchase it is what we're finding.

Increasingly consumers are looking at ways that they can buy local, support local and a lot of our products in our stores are certainly local and this helps us communicate to our customers that when they're buying pork in our Manitoba-Saskatchewan stores they're buying Canadian pork.

People want to know again where their product is coming from, the past history.

I think never before has there been such confidence in the food system we have in Canada.

And we salute to the Canadian Food Inspection Agency and all those that are involved in the food stream.

Our consumers are increasingly conscious of the products they are feeding their family and the more we can reinforce our confidence in these products and educate our consumers, then labels are certainly doing their job.

Graham says consumers are looking for more information regarding the products they buy whether it be a pork product, any meat product or any food product.

He believes it's a good day for consumers and it's a good day for the pork industry with the introduction of the Canadian pork label.