Farm-Scape is sponsored by Manitoba Pork Council and Sask Pork Farm-Scape is a Wonderworks Canada production and is distributed courtesy of Manitoba Pork Council and Sask Pork.

Farm-Scape, Episode 1489

Manitoba Pork Council says the high value market for fresh chilled pork in Japan represents Canada's best opportunity to increase exports to that nation. Last month, in response to new Japanese country of origin labeling requirements, the Canadian pork industry launched its generic 'Brand Canada' promotion in Japan.

Manitoba Pork Council Executive Assistant Julie Baird, who traveled to Japan as part of a Canadian trade mission, says the fresh chilled market is where Canada can boost the value of its exports.

" The Japanese import a large proportion of their food. Pork exported to Japan is basically chilled fresh pork and frozen pork.

The chilled pork demands a higher price and that is likely where we can see more growth. The frozen market is pretty well dominated by Denmark. The frozen is used more in the processing sector, the ham and sausage processing sector. The fresh chilled goes straight to the supermarket shelves and is used by the consumer in the home and retail sector.

The Japanese consumers are very health conscious. Food safety is a big component. Canada can ensure a safe, quality, tasty pork so the biggest growth factor, in terms of returns to the producer is probably in the chilled pork sector."

Baird says Canada has to do a selling job in Japan, which means putting a face onto its product. She says Japanese consumers have to decide between Canadian and American pork and, while we know our pork is better, we have to let them know that...which will hopefully be reflected in the amount of Canadian product they buy.

For Farmscape.Ca, I'm Bruce Cochrane.