VCP
Locally Farmed. Federally Approved. Globally Distributed.
Verified Canadian Pork™ is a global success story that reflects the strength and integrity of Canada’s pork industry. Developed with industry stakeholders, the brand is launching in high-value export markets worldwide, reinforcing Canada’s reputation for premium-quality pork.
Canadian hog producers are recognized globally for high standards in food safety, animal care, and traceability. Canada is the only North American country with a mandatory national swine identification and traceability system. Like all Canadian pork, Verified Canadian Pork™ is raised without added growth hormones.
Pick Pork
The Generic Pork Promotion Program, funded by the Pork Promotion and Research Agency (PPRA), is a national initiative designed to build awareness, relevance, and demand for pork among Canadian consumers.
Anchored by the overarching campaign theme Pick Pork, the program positions pork as a tasty, nutritious, versatile, and budget-friendly protein choice for everyday meals. Through consistent, consumer-focused messaging, Pick Pork encourages Canadians, especially Gen Z and millennials, to confidently choose pork while strengthening trust, modernizing pork’s image, and supporting the long-term sustainability of Canada’s pork industry.
