CANADIAN PORK GLOBAL 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.
VCP provides a credible platform for premium brand building globally and can be leveraged as a resource by stakeholder partners in all segments of the supply chain to increase consumer confidence and awareness of the quality, wholesomeness, and safety of Canadian pork products.
Canada Pork’s global market development specialists support approved VCP branded programs in all markets of importance that identify Canadian pork content to consumers in the retail meat case, processed meat counter and on restaurant menus.
EXPORT MARKET DEVELOPMENT PROGRAM
The Export Market Development (EMD) program provides Canada Pork member funding based on eligible cost-shared activities that have a direct impact on Canada Pork member initiatives to expand the market share of Canadian pork in the export marketplace. Funding support is available for activities and initiatives that range in the following categories.
- Market Diversification Projects (trade Show)
- Export Market Adaptation Projects (incoming mission)
- Market Investigation Projects (outgoing mission)
- Generic Canadian Pork Promotion Initiatives
COMPETITIVE BENCHMARKING PROGRAM
Benchmarking projects are science-based evaluation/comparison of competitive samples and in-class specifications being offered in a market or sector of interest to Canada Pork members. Evaluations and performance criteria are based on end-user utilization of the product and both established and cultural measurements of meat quality attributes important to the marketplace or sector to improve competitive position.
Benchmarking Activities
- Meat Quality Inspections and Comparisons: Color, Marbling (IMF), Firmness, Texture, pH/WHC, Fat Color and Quality
- Yield Testing and Financial Performance Analysis projects
- Specification Audits and Comparisons (workmanship, packaging)
- End-user Applications Analysis and Comparisons (carcass utilization and value optimization)
Benchmarking projects provide valuable insights into meat quality, workmanship, specifications and packaging through expert evaluation and a series of detailed cutting tests on meat cuts that are important to end-user customers in a marketplace or sector.
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
- Generic retail or foodservice VCP program (single or multiple VCP supply partners)
- Co-branded products owned by VCP supply partners
- Co-branded products owned by customers of VCP supply partners
- Further processed co-branded products owned by VCP supply partners
- Further processed co-branded products owned by customer’s VCP supply partners
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
- Branded and co-branded support
- Point of sale material development
- Recipe development
- Consumer marketing support
- Supply chain development
- Education and training seminars
- Verified Canadian PorkTM (VCP) brand promotion support
- Merchandising ideas to increase carcass utilization and value optimization
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
VERIFIED CANADIAN PORKTM DISTRIBUTOR EDUCATION PROGRAM (DEP) FOR PROCESSOR, RETAIL AND FOODSERVICE
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.
- Retail merchandising demonstrations
- Foodservice portion cutting demos
- Carcass and sub-primal cutting
- New and underutilized cuts
- Preparation and cooking seminars
- Benchmarking yield/financial performance
