Over 60% of Canadian pork is exported, and to maintain or increase the consumer demand in other countries Canadian producers need to provide a high quality product. However, quality is a somewhat subjective quality when described by consumers. Food safety is considered a minimum requirement, and quality is more often described by the meat colour, fat cover, marbling, and drip before purchase. After purchase, meat taste and tenderness are used to gauge quality. Understanding the market is important because there is a variety in preference on whether marbling is wanted, what fat content, and how dark the meat is. Most often light red, low fat, tender, and tasty pork is desirable. By enhancing these traits Canadian exports can maintain demand, but it could be beneficial for both exports and domestic sales to develop a product that is uniquely Canadian.