The Canadian government is investing up to CA$6 million (US$4.56 million) to Canada Pork International (CPI), the export promotion market development agency of the country’s pork industry.

The commitment of funds is designed to strengthen, diversify and grow Canada’s pork exports in priority markets around the world. 

This investment, according to Canada’s Ministry of Agriculture and Agri-Food, will help Canada’s pork sector in its efforts to boost awareness of the industry in priority international markets, positioning Canadian pork producers to further benefit from new opportunities created by Canada’s free trade agreements.

This funding will help the sector to strengthen its knowledge of market opportunities, enhance promotional efforts, increase contact with potential buyers and grow market opportunities for chilled pork exports, the agency said.

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The project is funded through the Canadian Agricultural Partnership’s AgriMarketing Program, which helps industry increase and diversify exports to international markets and seize market opportunities. The program supports industry-led promotional activities that differentiate Canadian products and producers, and leverage Canada's reputation for high quality and safe food.

 “Canada’s pork industry contributes CA$24 billion($18.24 billion) to the economy. This investment will help further increase international demand for Canada’s high-quality pork and create new opportunities for our hardworking producers to take full advantage of new trade agreements,” said Marie-Claude Bibeau, Canada’s minister of Agriculture and Agri-Food.

“AgriMarketing funding is fundamental to Canada Pork International programs and services. It supports CPI’s growth and demand building programs globally as well as the sales development efforts from our members. This agreement has been essential to the great success of the Verified Canadian Pork branding strategy in Japan and we are thrilled with the opportunity to continue our brand efforts in Japan and other markets,” said Martin Lavoie, president and CEO of CPE.

CPE is a joint initiative of the Canadian Meat Council, representing the pork packers and trading companies, and the Canadian Pork Council, which is the national hog producer organization.