The Pork Quality Perception Audit was developed to study and improve the perception of the quality of Canadian pork on the international market. Surveys were conducted with members of the retail outlet trade, retail head office trade, food service trade, and additional processors/transformers participating in eight countries. Overall, on the international market Canadian and USA pork suppliers are often in competition, and the USA has a strong brand recognition internationally. Quality pork is desirable, with traits including a reddish pink colour, firm texture, flavour and juiciness being important. Consistent quality is wanted by consumers, and could be sold at a premium which benefits suppliers. Other factors that are important are food safety, and traceability. PQPA provides insight to develop three areas: market access, product differentiation, and added value to exports.