Agriculture and Agri-Food Canada

Agriculture and Agri-Food Canada

April 27, 2007 14:16 ET

Canada's New Government Invests $560,000 to Explore Market Demand for Pork, Chicken, Veal and Lamb

MISSISSAUGA, ONTARIO--(CCNMatthews - April 27, 2007) - Wajid Khan, Member of Parliament for Mississauga-Streetsville, on behalf of the Honourable Chuck Strahl, Minister of Agriculture and Agri-Food and Minister for the Canadian Wheat Board, today announced $560,000 in funding for a coalition of agricultural commodity groups to examine Canadian consumer purchasing habits of pork, chicken, lamb, and veal.

"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."

For information on the Canadian Pork Council and the George Morris Centre, please visit and More information on ACAAF is available at

Contact Information

  • Agriculture and Agri-Food Canada - Ottawa, Ontario
    Media Relations
    Minister Strahl's Office
    Ted Yeomans
    Press Secretary
    Canadian Pork Council
    Anita DeCoste
    Communications Officer
    George Morris Centre
    Joanne Falk
    Manager, External Relations
    519-822-3929, ext. 218