Pork promotion agency aiming for launch by next summer

  • National Newswatch

A lot of preparatory has been done during the last decade.   Ottawa—It will take until next summer to get the Canadian Pork Promotion and Research Agency (PRA) fully established capping nearly a decade of work by the Canadian Pork Council to win federal government approval for it. That came in late October when Agriculture Minister Marie-Claude Bibeau announced the PRA had federal approval about four years after the Farm Products Marketing Board approved its creation. “The PRA will allow producers to take full advantage of the increased market opportunities, both domestic and international,” she said. “As a result of recent trade deals, producers have preferential access to two-thirds of the world market.” CPC Chair Rick Bergmann said, “The PRA will be an important vehicle for producers – it will help facilitate even greater collaboration across the value chain through increased research and promotion activities. In the long run, it will result in improving the long-term growth and competitiveness of the sector.” The discussion to establish the agency was initiated by former CPC Chair Jurgen Preugchas and a small group of producers. The work was continued by Jean-Guy Vincent and Bergmann. Pork producers wanted a levy-funded agency to promote the sector and fund research projects. PRA will receive funding from farmers as well as on imports of live pigs and pork meat. It is estimated that the fully functioning agency will provide an additional $2 million annually for research and promotion. CPC says investments in these activities “have been critical in enhancing the competitive position of the sector and in raising consumer awareness of the advantages of the nutrient value of pork.” America pork producers have had a check-off system since 1985 and Canadian beef producers since 2002. COC spokesman Gary Stordy said the Council “has done a lot of thinking about how the PRA will operate. It has to be established with bylaws, staff and a board of directors and legal agreements with provincial pork agencies that sets out their relationship with PRA as well as a clear description of its role and priorities.” It will be separate from the CPC and needs a business plan and agreement on how it will work with importers. Alex Binkley is a freelance journalist and writes for domestic and international publications about agriculture, food and transportation issues. He's also the author of two science fiction novels with more in the works.