In 2008 the Canadian pork industry’s Pork Marketing Canada (PMC) group
launched the Choose Canadian program. PMC, which administers the Choose
Canadian Program, is a strategic alliance of pork organizations across
Canada set up to streamline consumer marketing efforts. The launch of the
Choose Canadian program was an action driven by an unprecedented crisis in
the Canadian pork industry, one that was replicated to varying degrees in pork
industries around the world. This presentation recaps the crisis that drove the need for the Choose
Canadian program, the rationale and structural approach of PMC, the logic
and details of the Choose Canadian effort, the results of the program to date,
what’s coming for market research and plans for the future. While the initial goal of this program was to stop the bleeding, the longer term
goal is to grow the business by identifying and developing opportunities.
Partnerships will be key in this and the fact that pork organizations are
working together to streamline and enhance their efforts is a major factor in
success.