This investment will help Canadian producers to better compete abroad, and increase demand for their high-quality pork products.

Existing markets such as Japan, and new markets such as the European Union (EU) and South America, will be targeted through the development of printed and in-store promotional products.

CPI will also undertake international missions and conduct market research to increase Canada's brand presence and improve industry-to-industry trade relationships.

Quick Facts

• CPI is the export promotion agency of the Canadian pork industry.
• In 2012, the Canadian pork sector generated $3.2 billion in export sales.
• Under the the Canada-EU trade agreement, the Canadian pork sector has market access of up to 80,000 tonnes of pork that industry experts estimate could result in $400 million in new annual sales.

Agriculture Minister Gerry Ritz said: "The Canadian pork sector provides high-quality pork at competitive pricing and is well positioned to compete in both established and emerging markets.

"This new investment will continue to provide Canadian pork producers with the tools they need to grow demand for their product, increase their profitability, and strengthen an industry that supports so many Canadian farms and families."

Edouard Asnong, Chair of Canada Pork International said: "Canada Pork International and its members are very grateful for the financial assistance provided by Agriculture and Agri-Food Canada to support the implementation of its 2013-2018 Domestic and International Canadian Pork Marketing Strategy.

"After several difficult years, it is important that the profitability of the industry be improved. For that purpose, our strategy aims at better differentiating Canadian pork in the most lucrative markets, including the domestic market, by promoting its high-quality attributes, its quality control programmes, and its production systems."