The project was launched on behalf of Honourable Chuck Strahl, Minister of Agriculture and Agri-Food and Minister for the Canadian Wheat Board,

"Canada's New Government is pleased to help the industry leverage new opportunities for our producers and processors," said Mr. Khan. "Once the market research is complete, it will benefit thousands of producers, processors and retailers across Canada to better understand the market in Canada and to be able to pursue new commercial opportunities with more certainty."

Agriculture and Agri-Food Canada is providing funding through its Advancing Canadian Agriculture and Agri-Food (ACAAF) Program. The project is being led by the Canadian Pork Council, in partnership with the Chicken Farmers of Canada, the Canadian Sheep Federation, the Ontario Veal Association and the George Morris Centre.

The resulting information on consumer usage and attitudes will be shared with sector stakeholders across Canada, helping them to take advantage of potential commercial opportunities.

"Having accurate information about market demands for pork, chicken, veal and lamb will provide a much better insight into what our customers are really looking for," said Anita DeCoste of the Canadian Pork Council. "We applaud Agriculture and Agri-Food Canada for its support and look forward to working with our partners."

According to Martin Gooch, Senior Research Associate with the George Morris Centre, "This project will provide a greater depth of across-the-board purchasing information on these meat products than any member of the industry currently possesses."