CANADIAN PORK NATIONAL BRANDING STRATEGY: VERIFIED CANADIAN PORKTM
The Verified Canadian PorkTM (VCP) brand represents a farm-to-table quality assurance proposition for end-user customers and consumers based on a foundation of on-farm food safety, responsible animal care and mandatory traceability. It’s raised without the use of growth hormones (like all pork produced in Canada) and is processed at participating federally approved HACCP plants across Canada.
Our national market development specialists focus on increasing demand, market share, profit potential and category growth for premium quality Canadian pork by identifying Canadian pork content to consumers in the retail meat case, processed meat counter and on restaurant menus.
Key Objectives:
- Increase customer and consumer confidence and awareness of Canadian pork in the marketplace.
- Differentiate from commodities, competitors and other protein choices.
- Provide a credible national platform for generic and premium brand-building opportunities in domestic and export marketplaces.
- Support National Pork Marketing (NPM) processor partners and provincial organizations in all markets.
To learn more about our programs and services offered to our members please view our latest Canada Pork Annual Report on the National Pork Marketing or visit the Verified Canada PorkTM website.
VERIFIED CANADIAN PORKTM PARTNER DEVELOPMENT PROGRAM
Verified Canadian PorkTM (VCP) partner programs provide marketing resources, funding and support programs for licensed end-user customers to differentiate VCP brands and co-brands in the marketplace. VCP branded programs increase awareness and confidence in Canadian pork and the food safety and quality assurance systems that stand behind every kilogram of Verified Canadian Pork.
BRANDING CATEGORIES
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Generic retail or foodservice VCP program (single or multiple VCP supply partners) |
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Co-branded products owned by National Pork Marketing (NPM) processors |
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Co-branded products owned by customers of NPM processors |
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Further processed co-branded products owned by NPM processors |
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Further processed co-branded products owned by NPM customers |
VERIFIED CANADIAN PORKTM RETAIL DEVELOPMENT PROGRAM
Verified Canadian PorkTM (VCP) partner programs provide marketing resources, funding and support programs for licensed end-user customers to differentiate VCP brands and co-brands in the marketplace. VCP branded programs increase awareness and confidence in Canadian pork and the food safety and quality assurance systems that stand behind every kilogram of Verified Canadian Pork.
Participation in the VCP program requires a no-charge licensing agreement between Canada Pork, the retail partner, participating supply partners and distributors if applicable.
The VCP program can be utilized as a stand-alone brand or integrated into a co-brand or private label branding strategy.
RETAIL PROGRAMS AND SERVICES
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Branded and co-branded support |
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Point of sale material development |
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Recipe development |
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Consumer marketing support |
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Supply chain development |
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Education and training seminars |
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Verified Canadian PorkTM (VCP) brand promotion support |
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Merchandising ideas to increase carcass utilization and value optimization |
VERIFIED CANADIAN PORKTM DISTRIBUTOR EDUCATION PROGRAM (DEP)
FOR PROCESSOR, RETAIL AND FOODSERVICE STAKEHOLDERS
The Canada Pork team works with provincial stakeholder groups, retail, foodservice and processor partners to conduct educational and training seminars. DEP sessions focus on meat quality, yield performance and the hidden profit potential of expanding Canadian pork assortments. DEP seminars and training sessions also focus on Canadian pork on-farm and in-plant food safety and quality assurance systems and how Canada Pork programs and services can help build the pork category into a profit and sales growth centre in the meat case and on the menu.
The Canada Pork team works with industry to provide educational workshops, training seminars, and product development events to increase carcass utilization and value optimization.
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Retail merchandising demonstrations |
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Foodservice portion cutting demos |
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Carcass and sub-primal cutting |
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New and underutilized cuts |
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Preparation and cooking seminars |
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Benchmarking yield/financial performance |
VERIFIED CANADIAN PORKTM FOODSERVICE DEVELOPMENT PROGRAM
The Verified Canadian PorkTM (VCP) brand is a unique partnership opportunity between Canadian farmers, processors and foodservice end-user customers seeking to differentiate themselves in the Canadian marketplace with a truly exceptional program.
Participation in the VCP program requires a no-charge licensing agreement between Canada Pork, the foodservice partner, participating supply partners and further processors if applicable.
The VCP program can be utilized as a stand-alone brand or integrated into a co-brand or private label branding strategy.
FOODSERVICE PROGRAMS AND SERVICES
- Menu development
- Recipe development
- New product development
- Supply chain development
- Education and training seminars (front and back of house)
- Verified Canadian PorkTM brand promotion support
