CANADA PORK 2019 ANNUAL REPORT PROUD SUPPLIERS OF VERIFIED CANADIAN PORK TM : NATIONAL PORK MARKETING PROVINCIAL PRODUCER ORGANIZATIONS: BC PORK PRODUCERS, ALBERTA PORK, SASKATCHEWAN PORK DEVELOPMENT BOARD, MANITOBA PORK COUNCIL, ONTARIO PORK PRODUCERS MARKETING BOARD, PORC NB PORK, PORK NOVA SCOTIA, PEI HOG COMMODITY MARKETING BOARD. PARTNERS IN SUCCESS: CANADIAN PORK COUNCIL, CANADIAN MEAT COUNCIL. FOR MORE INFORMATION ABOUT CANADA PORK PROGRAMS AND SERVICES CONTACT: CANADA PORK INTERNATIONAL 220 LAURIER AVENUE WEST, SUITE 900 OTTAWA, ONTARIO, CANADA K1P 5Z9 T / +1 613 236-9886 E / [email protected]CANADAPORK.COM / VERIFIEDCANADIANPORK.COM
Transcript
CANADA PORK 2019
ANNUALREPORT
PROUD SUPPLIERS OF VERIFIED CANADIAN PORKTM:
NATIONAL PORK MARKETING PROVINCIAL PRODUCER ORGANIZATIONS: BC PORK PRODUCERS, ALBERTA PORK, SASKATCHEWAN PORK DEVELOPMENT BOARD, MANITOBA PORK COUNCIL, ONTARIO PORK PRODUCERS MARKETING BOARD, PORC NB PORK, PORK NOVA SCOTIA, PEI HOG COMMODITY MARKETING BOARD.
PARTNERS IN SUCCESS: CANADIAN PORK COUNCIL, CANADIAN MEAT COUNCIL.
FOR MORE INFORMATION ABOUT CANADA PORK PROGRAMS AND SERVICES CONTACT:
CANADA PORK INTERNATIONAL 220 LAURIER AVENUE WEST, SUITE 900 OTTAWA, ONTARIO, CANADA K1P 5Z9T / +1 613 236-9886 E / [email protected] CANADAPORK.COM / VERIFIEDCANADIANPORK.COM
CANADA PORK NATIONAL PORK MARKETING
CANADA PORK IS A NATIONAL ALLIANCE OF INNOVATIVE PORK PRODUCERS AND MEAT PROCESSORS COMMITTED TO SUPPORTING END-USER CUSTOMERS AND CONSUMERS IN THE RETAIL AND FOODSERVICE MARKETPLACE. CANADA PORK MARKET DEVELOPMENT SPECIALISTS FOCUS ON INCREASING DEMAND, MARKET SHARE, PROFIT POTENTIAL AND CATEGORY GROWTH FOR PREMIUM QUALITY CANADIAN PORK.
CANADA PORK IS A DIVISION OF CANADA PORK INTERNATIONAL (CPI). CPI IS THE MARKET DEVELOPMENT AND PROMOTION AGENCY FOR
THE CANADIAN PORK INDUSTRY REPRESENTING CANADIAN PORK PRODUCERS AND PARTICIPATING MEAT PROCESSING COMPANIES.
VISION: Canadian pork is recognized as the highest quality and preferred protein choice in the domestic marketplace.
MISSION: Canada Pork National Pork Marketing (NPM)programs will improve competitive position, market share and the prosperity of the Canadian pork industry.
MESSAGE FROM THE CHAIR, HANS KRISTENSENOn behalf of the National Pork Marketing committee, I am pleased to present the Canada Pork 2019 Annual Report.
As the incoming chair of the national pork marketing program, I am encouraged by the progress and accomplishments made to date to fulfill the primary objectives outlined in the original mandate: to increase per capita consumption of Canadian pork, increase carcass utilization, value optimization and market share, and increase end-user customer and consumer confidence and awareness in the quality and safety of Canadian pork.
Verified Canadian Pork™ (VCP) brand exposure is growing in retail and foodservice segments, and there are over 130 VCP programs in Canada. Canada Pork continues to increase membership in the program, reporting over 50 licensed Verified Canadian Pork™ (VCP) partner organizations. In addition, the Verified Canadian Pork™ farm-to-table quality assurance value proposition is being expanded by members into select high-value export markets around the world. Each year, Canada Pork continues to earn a strong satisfaction score based on the annual online stakeholder satisfaction survey. In summary, I am pleased to report that Canada Pork continues to meet annual objectives and is managed on-budget.
Four Canada Pork demand-building programs have been successfully implemented in the domestic marketplace, and almost 1 million program labels have been distributed to Canadian retailers and National Pork Marketing (NPM) processor members. Over time, demand-building programs
can create real growth through new product ideas and offer a vibrant component to a well-balanced marketing plan by working collaboratively with supply chain partners and end-users to increase the assortment of pork products in the meat case and on the menu.
I would be remiss if I did not thank Michael Young for his contribution to the Canada Pork program. His dedication, leadership and focus were instrumental during all stages of planning, development and implementation of the program. His knowledge, experience and approach have provided mentorship not only for staff but have inspired colleagues across the industry. As Chair of the National Pork Marketing program, I am confident that the market development platform established during his tenure has provided a solid and sustainable foundation for continued growth and innovation for the Canadian pork industry for many years to come.
Canada Pork is now a permanent division of Canada Pork International, and I have been honoured serve as the Chair for the National Pork Marketing program during the first year under the new Agri-Marketing framework. The success of the program would not have been possible without the dedication and vision of the national pork marketing committee including the support of Canada Pork member organizations as well as the Canadian Pork Council, the Canadian Meat Council and Canada Pork International.
Hans Kristensen
RICK BERGMANN Vice Chair, Manitoba Pork Council Chair, Canadian Pork Council President, Buckingham Ag. Inc.
MARY ANN BINNIE Manager, Nutrition & Food Industry Relations,Canadian Pork Council
OLIVER HAAN Director, Ontario Pork Director, Canadian Pork Council for Ontario Owner, Haanover View Farms
SYLVIE HAUTCOEUR Sales Director, Business Development North America, Les Aliments Lucyporc
HANS KRISTENSENPork Producer, Board of Directors,Canadian Pork Council for Maritimes
ALLAN LEUNG CEO, Donald’s Fine Foods
TREVOR LIZOTTE Vice President, Domestic & International Sales,Hylife Foods LP
DAN MAJEAU Chair, Alberta Pork Director, Canadian Pork Council for Alberta President, Majeau Ag Enterprises
SCOTT PETERS Owner, Herbsigwil Ltd. Executive Member, Manitoba Pork Council Board of Directors, Canadian Pork Council for Manitoba
SUSAN RIESE Manager, Public Relations and Consumer Marketing Programs, Manitoba Pork Council
DAVID THOMPSON Vice President, Sales and Business Development,Conestoga Meat Packers Ltd.
DAVID TYPER Vice President, Red Meat,Maple Leaf Foods Inc.
TERESA VAN RAAY Pork Producer and Board Director, Ontario Pork Board of Directors, Canadian Pork Council for Ontario
For more information about Canada Pork contact: KEVIN MOSSERDirector, National Marketing Canada Pork InternationalE / [email protected] / 519-761-7675
CANADA PORK COMMITTEE MEMBERS
CANADA PORK PROGRAMS
CANADIAN PORK NATIONAL BRANDING STRATEGY VERIFIED CANADIAN PORK™
The Verified Canadian Pork™ (VCP) brand represents a farm-to-table quality assurance proposition for end-user customers and consumers based on Canadian Pork Excellence (PigCARE, PigSAFE, PigTRACE and a world-renowned meat inspection system).
OBJECTIVES:1) Increase customer and consumer confidence and awareness of Canadian pork in the marketplace.2) Differentiate from commodities, competitors and other protein choices.3) Provide a credible national platform for generic and premium brand building opportunities in domestic and export marketplaces.4) Support National Pork Marketing (NPM) processor partners and provincial organizations in all markets.
VERIFIED CANADIAN PORK™ PARTNER PROGRAM GROWTH 2015 - 2019MARKETING PROGRAMS 2015 2016 2017 2018 2019 % CHANGE 2018-19
DISTRIBUTOR EDUCATION PROGRAM (DEP)PROCESSOR, RETAIL AND FOODSERVICE DISTRIBUTOR EDUCATION PROGRAMS (DEP)The Canada Pork team works with provincial stakeholder groups, retail, foodservice and processor partners to conduct educational and training seminars. DEP sessions focus on meat quality, yield performance and the hidden profit potential of expanding Canadian pork assortments. DEP seminars and training sessions also focus on Canadian pork on-farm and in-plant food safety and quality assurance systems and how Canada Pork programs and services can help build the pork category into a profit and sales growth centre in the meat case and on the menu.
The Canada Pork team works with industry to provide educational workshops, training seminars, and product development events to increase carcass utilization and value optimization.
1) Retail merchandising demonstrations2) Foodservice portion cutting demos3) Carcass and sub-primal cutting4) New and underutilized cuts5) Preparation and cooking seminars6) Benchmarking yield/financial
performance
VERIFIED CANADIAN PORK™ PARTNER PROGRAMVerified Canadian Pork™ (VCP) partner programs provide marketing resources, funding and support programs for licensed end-user customers to differentiate VCP brands and co-brands in the marketplace. VCP branded programs increase awareness and confidence in Canadian pork and the food safety and quality assurance systems that stand behind every kilogram of Verified Canadian Pork.
BRANDING CATEGORIES1) Generic retail or foodservice VCP program
(single or multiple VCP supply partners)2) Co-branded products owned by National
Pork Marketing (NPM) processors3) Co-branded products owned by
customers of NPM processors4) Further processed co-branded
products owned by NPM processors5) Further processed co-branded
products owned by NPM customers
VERIFIED CANADIAN PORK™ RETAIL PROGRAMVerified Canadian Pork™ (VCP) partner programs provide marketing resources, funding and support programs for licensed end-user customers to differentiate VCP brands and co-brands in the marketplace. VCP branded programs increase awareness and confidence in Canadian pork and the food safety and quality assurance systems that stand behind every kilogram of Verified Canadian Pork.
Participation in the VCP program requires a no-charge licensing agreement between Canada Pork, the retail partner, participating supply partners and distributors if applicable.
The VCP program can be utilized as a stand-alone brand or integrated into a co-brand or private label branding strategy.
RETAIL PROGRAMS AND SERVICES— Branded and co-branded support
— Point of sale material development
— Recipe development
— Consumer marketing support
— Supply chain development
— Education and training seminars
— Verified Canadian Pork™ brand promotion support
— Merchandising ideas to increase carcass utilization and value optimization
VERIFIED CANADIAN PORK™ FOODSERVICE PROGRAMThe Verified Canadian Pork™ (VCP) brand is a unique partnership opportunity between Canadian farmers, processors and foodservice end-user customers seeking to differentiate themselves in the Canadian marketplace with a truly exceptional program.
Participation in the VCP program requires a no-charge licensing agreement between Canada Pork, the foodservice partner, participating supply partners and further processors if applicable.
The VCP program can be utilized as a stand-alone brand or integrated into a co-brand or private label branding strategy.
FOODSERVICE PROGRAMS AND SERVICES— Menu development
— Recipe development
— New product development
— Supply chain development
— Education and training seminars (front and back of house)
— Verified Canadian Pork™ brand promotion support
COOKING INSTRUCTIONCook to a minimum internal temperature of 71°C (160°F).
PREPARATIONCuire jusqu’ à une température interne minimale de 71°C (160°F).
The “Cross Rib Heart” is a firm-textured, well-marbled roast
with intense flavour. Perfect for oven, pot or braised pulled pork recipes.
PORK BELLY, SIDE PORK ROAST
The “Pancetta”, skin-on belly roasts feature well-marbled delicate flavours,
tender and juicy meat balanced with a crowd pleasing crispy
outer skin (crackling).
GROUND PORK ROASTS, SPICED
Seasoned ground pork netted roasts offer a variety of value-priced roasting options featuring delicious
international flavour profiles.
PORK TENDERLOIN
The “Filet” is perfect for small portion roasting and stuffing. The tenderloin is naturally tender and offers finely textured lean meat with mild flavour that adapts well to rubs and glazes to
enhance flavour.
PORK BELLY, SIDE PORK ROAST, SKINLESS
The “Pancetta” skinless belly roasts feature well-marbled delicate flavours combined with tender and juicy results.
Perfect for oven roasting, braising, brining, smoking and barbecue.
COOKING METHODS POT ROAST OVEN ROAST BARBECUE
PERFECTLY COOKED
The size of the roast, whether it’s bone-in or boneless and the amount of marbling inside the roast can affect roasting times so be sure to use an instant-read or digital meat thermometer to accurately determine doneness. Unless the recipe states otherwise, you can remove the roast, including pork tenderloin, from the oven when the internal temperature reaches 155˚F / 68˚C. Once you remove it from the oven, loosely cover your roast with foil and let it rest 5-10 minutes before carving.
PORK ROAST
BACK
FOR MORE INFORMATION ABOUT CANADA PORK PROGRAMS AND SERVICES CONTACT:
CANADA PORK INTERNATIONAL 220 LAURIER AVENUE WEST, SUITE 900 OTTAWA, ONTARIO, CANADA K1P 5Z9T / +1 613 236 9886 E / [email protected] WWW.CANADAPORK.COM
Pierce roast all over with fork.In small bowl, combine cinnamon, sugar, salt and pepper. Add onion, garlic and soy sauce; stir to combine. Spread mixture on all sides of roast. Cover and refrigerate 4-24 hours. Preheat oven to 325°F. Place roast on rack in shallow roasting pan. Roast, uncovered, until instant-read thermometer registers 155°F, about 1 ¼- 1 ½ hours.Remove roast from oven. Tent loosely with foil and let rest 10 minutes before carving. Serves 8-10
Remove meat from refrigerator and let sit at room temperature for 30-45 minutes before roasting. Drizzle pork roast with a small amount of oil before roasting to aid browning and lock in natural flavours and seasonings. Use a roasting rack to ensure even browning and improve heat circulation. To get a nice crust on the outside of the roast, be sure your oven is fully preheated before placing the roast inside and do not cover the meat while roasting. For perfect doneness, pull roast from the oven when your meat thermometer indicates it is within 5°F-10°F of its recommended internal end temperature. Cover roast loosely with foil and let rest 5-10 minutes before carving. Use drippings from the roast to make a flavourful stock gravy or sauce.
1 pork loin, centre roast, boneless or pork rib roast, boneless, about 3 lb / 1.5 kg1 Tbsp / 15 mL EACH ground cinnamon, sugar and salt½ tsp / 2 mL ground black pepper¼ cup / 50 mL grated yellow onion2 cloves garlic, minced2 tsp / 10 mL soy sauce
CINNAMON Pork Roast
For more delicious recipes, go to manitobapork.com/recipes
PORK PERFECT ROASTING TIPS:
DEMANDBUILDINGPROGRAMS
SLOW-COOKED CANADIAN PORK | FALL AND WINTER SLOW-COOKING THEME
Demand-building programs focus on opportunities at retail and foodservice to position Canadian pork as the protein of choice as well as a versatile meal solution. These programs promote seasonal cooking methods and themes as well as highlighting optimal internal doneness temperatures, all of which lead to increased end-user customer confidence and consumer satisfaction. These seasonal demand-building strategies offer innovative merchandising ideas, marketing resources and attractive point-of-sale materials that add “sizzle” to the meat case or on the menu to achieve incremental sales and unlock profit potential. The strategic marketing themes include: Spring/Summer Grilling, Fall/Winter Roasting/Slow Cooking and Year-Round Slice & Save Value themes.
Licensed Canada Pork member organizations as well as retail and foodservice end-user partners are invited to customize the demand-building programs for their own target markets. Adaptations of these market development tools provide stakeholder members an expanded return on investment and showcase how Canada Pork demand-building programs can be tailored for regional consumer marketing initiatives.
DON’T OWN A SMOKER? TURN YOUR BARBECUE INTO ONE:1. Soak desired flavour wood chips in cold, clean
water for 20-30 min. Drain well.
2. Wrap wood chips in aluminum foil and punch several holes on the top side.
3. Light burner on one side of grill only and place wood chip bundle directly on this burner.
4. Place your pork on the opposite side of the grill.
5. Close lid, smoke for specified time at a constant temperature and replace wood chip bundle if smokng stops.
6. If your barbecue doesn’t have a temperature gauge, use an oven-proof thermometer to maintain temperature.
FOR BEST RESULTS SEASON WITH HERBS, SPICES OR RUBS BEFORE SMOKING.
perfectly smoked porkcooking guide
This chop, cut from the prime rib, is well-marbled for flavourful, tender and juicy results.
PORK RIB CHOP
This boneless prime rib chop has all the juicy flavour without the bone.
PORK RIB CHOP, BONELESS
The pork rib eye is a full-flavoured, petite grilling steak.
PORK RIB EYE STEAK, BONELESS
Boneless pork prime rib ends are perfect for barbecue skewers.
PORK RIB END, BONELESS PORK LOIN CENTRE CHOP
The pork t-bone or porterhouse cut is made up of the loin and tenderloin. It’s a classic large grilling steak.
The pork New York is a firm-textured, milder flavoured steak.
PORK LOIN CENTRE CHOP, BONELESS
The pork top sirloin is a firm-textured, lean choice; perfect for Picanha-style grilling.
PORK SIRLOIN CHOP, BONELESS
The capicola steak has a firm texture and is well marbled with outstanding flavour and juiciness.
PORK SHOULDER BLADE, CAPICOLA
The boneless cross rib steak cut is well marbled for intense flavour and juiciness.
PORK SHOULDER, PICNIC CUSHION STEAK, BONELESS
The bone-in butt steak is a favourite choice for the grill, with firm-textured meat and intense flavour. Perfect for larger appetites or sharing.
PORK SHOULDER BLADE, BUTT STEAK
Fresh artisan-style pork links or wheels are perfect for the grill. Sausage should be cooked over low heat, so to not break the casing.
PORK ITALIAN-STYLE SAUSAGE
Dinner sausages come in many unique flavours such as mild, honey garlic or chorizo.
PORK DINNER-STYLE SAUSAGE
The original hamburger can be blended with a variety of herbs and spices to deliver amazing flavour from the grill. Ground pork is also a tasty addition to your beef patties.
GROUND PORK PATTY
Pork belly grilling steaks offer amazing flavours when smoked and finished on the grill.
PORK BELLY, SIDE PORK STEAK
CUT TIME TEMP (INTERNAL)
Loin chops & steaks (bone-in or boneless)
1.5-2 hrs 3/4” to 1” 20-25 mm
225 F / 107 C 160 F / 71 C
Shoulder butt (blade) (Bone-in or boneless) for pulled pork
1.5 hrs per lb/454 g
225 F / 107 C 205 F / 96 C
Belly for roasting 1 -6 hrs indirect
225 F / 107 C 160 F / 71 C
Tenderloin 2.5-3 hrs 225 F / 107 C 225 F / 107 C
Back ribs 4-6 hrs 225 F / 107 C 160F / 71 C
Side ribs 5-7 hrs 225 F / 107 C 190 F / 88 C
Sausage 1 -3 hrs 225 F / 107 C 160 F / 71 C
SMOKE TEMP/ENDperfectly grilled pork
Cook grilled cuts to internal temp 160 F / 71 C.
GRILL OVER DIRECT MEDIUM HEAT, UNLESS OTHERWISE NOTED. TURN HALFWAY THROUGH. CUT SIZE COOK
TEMPTIME
Chops & steaks ¾ ” thick / 20-25 mm
Med 11 - 12 min
Whole tenderloin 15-2 lb / 680 g-900 g
Med 25-30 min
Pork burger ½” / 13 mm Med 8-12 min
Pork sausage 100 g each Low 20-22 min
perfectly barbecued pork ribsBARBECUE OVER INDIRECT MEDIUM HEAT (ABOUT 325 F / 160 C) UNTIL TENDER.CUT SIZE COOK
TEMPTIME
Back ribs 1.5 lb / 680 g Med 1.5-2 hrs
Side ribs (St. Louis style)
3 lb / 1.4 kg Med 1.5-2 hrs
ontariopork.com/recipes@ontariopork
* Like all Canadian pork.
Raised by ontario farmers*no added hormones
healthytasty
ontariopork.com/recipesCOOK TO 160 F / 71 CTHICK CUT CHOPS & STEAKS
VERIFIED CANADIAN PORK™ DEMAND BUILDING PROGRAMS IN THE MARKETPLACE
FALL & WINTER ROASTING THEME SPRING & SUMMER GRILLING THEME FALL AND WINTER SLOW-COOKING THEME YEAR-ROUND VALUE THEME
FOLD COVER
PERFECT CANADIAN
PORKROASTS
YOUR GUIDE TO ROASTING THE WORLD’S
FAVOURITE PORK
The Slow-Cooked Canadian Pork program promotes economical, underdeveloped cuts during the fall/winter season. The resources include a Slow-Cooked Canadian Pork merchandising guide with 16 innovative ideas for retail and foodservice end-user customers; cooking and prep methods featuring braising, stewing/simmering and pot roasting along with information for other slow cooking methods such as slow-cookers, pressure-cookers and sous-vide.
Consumer marketing materials are available to participating end-user customers including: include on-pack slow-cooking labels, price tag moulding and rail card graphics and consumer slow-cooking guides. Additional recipes are available at verifiedcanadianpork.com.
Education, which includes in-person training sessions, online instructional videos and informative resources, has become one of the cornerstones of the value proposition the Canada Pork team brings to the table. Canada Pork educational programs focus on three broad-based categories:
1. Distributor education programs (DEP) focusing on live-action presentations and demonstrations based on end-user specific content.2. YouTube-style instructional videos demonstrating “how-to” cut and prepare Canadian pork.3. Technical marketing resources and materials including cutting charts, product handbooks, merchandising guides and meat
quality analysis tools.
VIDEO PRODUCTIONSThis year Canada Pork developed and launched five instructional videos. Two of the videos support the Slice & Save value theme featuring “Home Meat Cutting Techniques.” The first video demonstrates how to bone a fresh pork leg; the second video demonstrates how to utilize a 6-piece boneless pork leg with shank.
In addition, three videos were created to support “Home Chefs.” The first video demonstrates five ideas for “Posh Bacon” including Bacon Sausage Ice Tray Shooters, Bacon Tenderloin Ice Tray Treats, Bacon Stuffed Pork Loin Roast, Bacon Weave Pork Loin Roast, Bacon Maple Glaze Roses. The second video features
“Lean Ground Pork Bavarian-Style” and includes recipes for Bavarian Meatloaf, Oktoberfest Meatballs, Munich Grill Sticks, Bavarian Burgers, Spinach and Goat Cheese Mozzarella stuffed Hamburgers and Black Forest Wolf Claws. The last video in the series is titled “Grill like a Pro and Plate like an Artist” and demonstrates: how to choose the right cuts for grilling; prep
the grill; manage cuts on the grill for optimum cooking; grilling times and finish temperatures; and finally, how to arrange on a plate for restaurant-quality style.
In addition, Canada Pork has partnered on twelve projects to co-brand these videos with customized versions for participating Verified Canadian Pork™ producers, processors and their end-user customers.
Since the creation of Canada Pork, a total of 22 video productions have been developed to support national pork marketing educational initiatives. All video productions are available on verifiedcanadianpork.com under the “Home Butcher,” “Home Chef” or “Farm-to-Table Quality Assurance Program” links and many can be found on our stakeholder partner sites.
Numerous Canada Pork video productions have also been adapted for priority markets outside of Canada to support the VCP value proposition in the export marketplace.
EDUCATIONDISTRIBUTOR EDUCATION PROGRAMS (DEP) SESSIONSCanada Pork conducts specialized distributor education programs (DEP) for industry stakeholders and end-user customers across all categories focusing on a “Farm to Table Quality Assurance” approach.
DEP events provide an excellent opportunity for Canada Pork to present the Verified Canadian Pork™ value proposition and the programs and services that Canada Pork offers to create demand, improve profitability and increase market share. All DEP sessions are unique events, tailored to meet the individual needs and requests of the organization.
Last year, Canada Pork developed the “Not Pork Chops” cutting demonstration theme which focused on promoting and demonstrating the value of underdeveloped cuts to increase carcass utilization and value optimization for Canadian Pork.
In addition, Canada Pork extended Distributor Education Program (DEP) sessions to culinary and meat cutting students to introduce them to innovative and exciting pork merchandising ideas before they embark on their careers —important in a longterm strategy to grow pork product assortments in the meat counter and on restaurant menus.
This year the Canada Pork team was invited to a record number of DEP sessions, completing a total of 11 events: 4 sessions with national and regional foodservice distributors, an event with a member primary processor, 1 event with a value-added further processor, 3 sessions with professional meat cutting students, 1 event with a trading house member and 1 event at a regional pork producer seminar.
The Canada Pork team placed ads in Canadian Grocer and Foodservice and Hospitality magazines to support two seasonal demand building programs.
These two national publications are the most-read trade magazines in their respective industries with a combined estimate of 75,000-plus readers per issue.
The fall/winter demand building program for slow cooking was featured in the February 2019 insertions. The Grilled to Perfection (March 2019 issue of Foodservice and Hospitality and March/April issue of Canadian Grocer magazine) supports the spring/summer demand building season.
New creative for the trade ads was developed featuring QR codes. Using a smartphone, QR codes take the reader directly from the ad to the Verified Canadian Pork™ website where they can download the campaign brochure. The Grilling ad also focused on correct meat doneness temperatures to enhance customer satisfaction.
To maximize impact, the campaign was extended online with banners on the websites of both magazines connecting users directly to the Verified Canadian Pork™ website. This program represents the fourth annual advertising campaign designed to highlight the quality and versatility of Canadian pork to key target markets within the retail and foodservice industries.
Increasing the sales volume of under-utilized cuts suitable for slow cooking along with the grilling category accomplishes many of the strategic objectives of the national pork marketing program: educating stakeholders to improve customer and guest satisfaction levels, promoting and demonstrating the value of new and underutilized cuts across all sectors and increasing consumption of Canadian pork.
TRADE ADSVERIFIED CANADIAN PORK™ NATIONAL TRADE ADVERTISING SUPPORT
VCP WEBSITEVERIFIEDCANADIANPORK.COMLaunched in 2017, the Verified Canadian Pork™ (VCP) website provides industry with a gateway to key information about the national pork branding program as well as access to market development tools and resources developed by Canada Pork.
With initial development of the website complete, promotion and maintenance were identified as areas of focus for the past year.
To draw increased visibility to new resources, Canada Pork created a “What’s New” section at the top of the website highlighting recently added items. This section changes quarterly to incorporate new seasonal demand building programs, new Canada Pork trade advertisements, VCP video productions and links to recent retail and foodservice VCP co-brands and promotions.
A link to the VCP website is now included on all merchandising brochures and on-pack consumer labels developed by Canada Pork. In addition, the website link is incorporated into online
blog posts and retail grocery flyer promotions by VCP licensed retail partners, providing a direct link to shoppers and consumers.
Last year the website experienced over 14,000 page views generated from over 4,500 unique users. This represents an increase of over 276% for pageviews and 230% for users over last year. The average session per user was 2:18 with 2.39 the average pages visited per session. Most visitors to the website were from Canada (72.2%), followed by the United States (15.5%) and Brazil (2.25%). The homepage received the largest number of total page views, although the home butcher videos section was where users spent the most time.
Traffic to the website falls into three main categories: direct (coming from search engine requests), organic (typed into a browser bar or bookmarked) and referral (clicked from emails, newsletters or other links). Last year, the Verified Canadian Pork™ website received 47.3% of traffic directly, 30.1% organically, and 22.3% from referral.
APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
SLICE AND SAVE PROGRAM RETAIL PROMOTION: ON-PACK LABELS & CONSUMER BROCHURE | ONGOING ALL YEAR
RETAIL CAMPAIGNSUPPORTING THRILL
OF THE GRILL APRIL TO MAY
RETAIL & FOODSERVICE TRADE AD CAMPAIGN
PLANNING AND DEVELOPMENT DECEMBER TO JANUARY
MEMBERPROCES-
SOR EVENT/
FOODSERVICE DISTRIBUTOR
EVENT APRIL
FURTHER PROCESSOR
EVENT JULY
PROFESSIONAL MEAT
STUDENTSTRAINING
EVENT OCTOBER
TRADING HOUSE STAFF
TRAINING EVENT
NOVEMBER
PROFESSIONAL MEAT
STUDENTS TRAINING
EVENT / PORK PRODUCER
TRAINING EVENT MARCH
FOODSERVICE DISTRIBUTOR
EVENT/TRADING HOUSE STAFF
TRAINING EVENT
DECEMBER
FOODSERVICE DISTRIBUTOR
EVENT/ PROFESSIONAL
MEAT STUDENTS TRAINING
EVENT / RETAIL & FOODSERVICE
DISTRIBUTOR EVENT FEBRUARY
34 VERIFIED CANADIAN PORK PARTNER PROGRAMS ONGOING ALL YEAR
ANNUAL REPORT DEVELOPMENT JUNE TO JULY
CANADA PORK PROGRAM ANNUAL
SATISFACTION SURVEY APRIL
COMMITTEE MEETING
MAY
CANADA PORK
COMMITTEE MEETING AUGUST
CANADA PORK
COMMITTEE MEETING
FEBRUARY
CANADA PORK
COMMITTEE MEETING JANUARY
CANADA PORK
COMMITTEE MEETING
NOVEMBER
SLOW COOKED CANADIAN
PORK PHOTO SHOOT/
5 VIDEOS PRODUCED
JUNE
HOME BUTCHER/HOME CHEF VIDEO PLANNING & DEVELOPMENT
APRIL TO MAY
RETAIL CHANNEL DEMAND BUILDING PROGRAMS
SLICE & SAVE VALUE-THEME PROGRAM
DISTRIBUTOR EDUCATION PROGRAMS
TRADE ADVERTISING
PARTNER PROGRAMS
VIDEOS /PHOTOS
PERFORMANCE MEASURES PROGRAM EVALUATION PLANNING AND REPORTING
VIDEO LAUNCH
SEPTEMBER
CPI PHOTO SHOOT
DECEMBER
SLOW COOKED CANADIAN PORK PROGRAM RETAIL CHANNEL PROMOTION
OCTOBER TO JANUARY
PERFECT PORK ROAST PROGRAMRELAUNCH AND RETAIL CHANNEL PROMOTION
NOVEMBER TO JANUARY
THRILL OF THE GRILL PROGRAM
LAUNCH APRIL
SLOW COOKED CANADIAN
PORK PROGRAM LAUNCH
SEPTEMBER
THRILL OF THE GRILL PROGRAM
RELAUNCH & CHANNEL
PROMOTION MARCH
THRILL OF THE GRILL PROGRAM RETAIL CHANNEL PROMOTION
MAY TO AUGUST
SLOW COOKED CANADIAN PORK PROGRAM RESOURCE DEVELOPMENT: ON-PACK LABEL/MERCHANDISING BROCHURE/IN-STORE POS
APRIL TO AUGUST
RETAIL & FOODSERVICE
CAMPAIGN SUPPORTING
SLOW COOKED CANADIAN PORK
PROGRAM FEBRUARY
RETAIL & FOODSERVICE
CAMPAIGN SUPPORTING
THRILL OF THE GRILL
MARCH
VIDEO EDITS JULY TO AUGUST
13 CO-BRANDED VIDEOS PRODUCED
FEBRUARY TO MARCH
2018-2019 ACTIVITY & EVENTS CALENDAR
EACH YEAR CANADA PORK CONDUCTS AN ONLINE SATISFACTION SURVEY WITH STAKEHOLDERS AND END-USER PARTNERS TO EVALUATE THE PROGRAMS AND SERVICES OFFERED BY THE NATIONAL PORK MARKETING (NPM) PROGRAM.The survey consists of five key questions representing a cross section of strategic priorities and activities based on the annual marketing plan. Respondents are asked to rank each area based on a scale of 1–10 with 10 being the highest rating. The results provide a satisfaction index percentage for each program and service area by stakeholder and end-user group. Satisfaction index scores are key performance measures and provide Canada Pork staff and NPM committee with valuable insights and direct feedback for improvements. In addition, stakeholders are asked to evaluate the Verified Canadian Pork™ (VCP) website and impact of the VCP brand, shown in separate graphs.
CANADA PORKSURVEY 2019
APPROVAL RATING INDUSTRY SEGMENT COMPARISONCombining five strategic categories provides an aggregate score by industry segment: Awareness of Canada Pork | Evaluation of technical expertise and knowledge | Evaluation of programs and services | Evaluation of presentations and communication | Evaluation of promotional materials and resources
RESPONSE BY SEGMENT77 stakeholders across 7 industry segments were sent the online survey. 35 stakeholders in 7 categories responded; 33 completed the survey, a 43% response rate.
3.03% NATIONAL
ASSOCIATIONS
12.12% FOODSERVICE
24.24% PROVINCIAL PRODUCER
GROUPS
21.21% RETAILERS
21.21% PRIMARY PROCESSORS
6.06% PURVEYORS/ DISTRIBUTORS
12.12% VALUE-ADDED /FURTHER PROCESSORS
PURVEYORS/DISTRIBUTORSTOP THREE PROGRAMS OF INTEREST TO PURVEYORS/DISTRIBUTORS1. Verified Canadian Pork™ partner programs.2. Seminars and training sessions.3. Activities/resources focused on end-user customers/consumers.
KNOWLEDGE & EXPERTISE
AWARENESS OF PROGRAMS
COLLATERAL & RESOURCES
PROGRAMS & SERVICES
PROFESSIONALISM & COMMUNICATION
85%80% 80% 80% 80%
PROVINCIAL PRODUCER GROUPSTOP THREE PROGRAMS OF INTEREST TO PROVINCIAL PRODUCER GROUPS1. Activities/resources focused on responsible animal care.2. Activities/resources focused on-farm safety and quality assurance.3. Activities/resources focused on traceability.
KNOWLEDGE & EXPERTISE
AWARENESS OF PROGRAMS
PROGRAMS & SERVICES
PROFESSIONALISM & COMMUNICATION
COLLATERAL & RESOURCES
85%91%
86% 83%88%
NATIONAL ASSOCIATIONSTOP THREE PROGRAMS OF INTEREST TO NATIONAL ASSOCIATIONS1. Verified Canadian Pork™ branded programs.2. Verified Canadian Pork™ partner programs.3. Activities/resources focused on responsible animal care.
PROFESSIONALISM & COMMUNICATION
COLLATERAL & RESOURCES
KNOWLEDGE & EXPERTISE
PROGRAMS & SERVICES
AWARENESS OF PROGRAMS
100% 100%100% 100%100%
PRIMARY PROCESSORSTOP THREE PROGRAMS OF INTEREST TO PRIMARY PROCESSORS1. Verified Canadian Pork™ partner programs.2. Verified Canadian Pork™ point-of-sale.3. Activities/resources focused on end-user customers/consumers.
KNOWLEDGE & EXPERTISE
AWARENESS OF PROGRAMS
PROGRAMS & SERVICES
PROFESSIONALISM & COMMUNICATION
COLLATERAL & RESOURCES
93% 93%
84%90%91%
FOODSERVICETOP THREE PROGRAMS OF INTEREST TO FOODSERVICE 1. Verified Canadian Pork™ partner programs.2. Verified Canadian Pork™ branded programs.3. Activities/resources focused on responsible animal care.
PROGRAMS & SERVICES
KNOWLEDGE & EXPERTISE
COLLATERAL & RESOURCES
AWARENESS OF PROGRAMS
PROFESSIONALISM & COMMUNICATION
75%
88%
80%
88%
80%
RETAILERSTOP THREE PROGRAMS OF INTEREST TO RETAILERS1. Verified Canadian Pork™ partner programs.2. Verified Canadian Pork™ branded programs.3. Activities/resources focused on meat quality.
PROFESSIONALISM & COMMUNICATION
KNOWLEDGE & EXPERTISE
COLLATERAL & RESOURCES
AWARENESS OF PROGRAMS
PROGRAMS & SERVICES
83%89%
80%84%
80%
VALUE-ADDED/FURTHER PROCESSORSTOP THREE PROGRAMS OF INTEREST TO VALUE-ADDED/FURTHER PROCESSORS1. Activities and resources focused on responsible animal care.2. Activities/resources focused on on-farm food safety.3. Activities/resources for end-user customers and consumers.
PROGRAMS & SERVICES
AWARENESS OF PROGRAMS
KNOWLEDGE & EXPERTISE
PROFESSIONALISM & COMMUNICATION
COLLATERAL & RESOURCES
83%83%85%90% 88%
EVALUATION OF THE VCP WEBSITE
100%84%
66%
80%
68%78%
87%
NATIONAL ASSOCIATIONS
NATIONAL ASSOCIATIONS
PROVINCIAL PRODUCER
GROUPS
RETAILERSPURVEYORS/ DISTRIBUTORS
PRIMARY PROCESSORS
VALUE-ADDED /FURTHER
PROCESSORS
FOODSERVICE
EVALUATION OF VCP BRAND IN THE MARKETPLACE
PROVINCIAL PRODUCER
GROUPS
FOODSERVICERETAILERS VALUE-ADDED /FURTHER
PROCESSORS
PURVEYORS/ DISTRIBUTORS
PRIMARY PROCESSORS
MARKETPERFORMANCE INDICATORS
MARKET PERFORMANCE INDICATOR HIGHLIGHTS 2018
CANADIAN PORK MARKET SHARE IN CANADA INCREASING: Disappearance (consumption) of Canadian pork in Canada has increased more than 6% in 2018 compared to 2017.
PORK DISAPPEARANCE (CONSUMPTION) PER PERSON IN CANADA HOLDING STRONG: Pork per capita disappearance (consumption) was 15.8 kgs per person in 2018, up from 15.16 kgs per person in 2017 (boneless weight basis).
PORK MARKET SHARE OF ANIMAL PROTEIN CONSUMPTION HOLDING STRONG: Pork’s share of total animal protein consumption represented 23% vs beef, poultry and fish/shellfish in 2018.
CANADIAN CONSUMPTION OF ANIMAL PROTEIN INCREASING: Between beef, pork, and poultry, total animal protein disappearance (consumption) increased more than 3%, or more than 1.5 kgs per person from 2017.
CANADIAN MEAT DISAPPEARANCE 1980 – 2018Source: Statistics Canada
