The hog industry has been confronted with several issues with respect to public impressions of the industry. In Canadian agriculture in general, hog production is less positively perceived. Attitudes towards this have been slowly improving since 2002. Environmental issues mentioned by consumers include waste/manure management, air pollution/odour, and water issues. Pork has a very positive reputation for safety among Canadian consumers and it is continuing to increase. About 70% of consumers feel that pigs are treated very or somewhat well. Most feel that small farms treat animals better than large farms. Knowledge of pig farming is very low, and interest seems to be declining. It doesn’t help that media is one of the major sources of information about pig production.