Alberta Pork has five main strategic objectives:
1. To help our producers prosper in their own operations and communities
Operational Objectives:
- To be an effective voice for our producers acting on their concerns and direction
- To champion industry-related efforts to position the pork industry as a leader among Canadian business
- To be proactive in addressing and communication producer and industry positions and initiatives to the general public
- To champion industry related efforts in international trade
- To advocate for strong government policy and programming that enhances prosperity for out producers and the industry
- To ensure the highest level of quality and quality assurance in pork production with emphasis on the CQA program
- To support relevant research projects
- To support educational initiatives
2. To ensure a sustainable environment for the public and ourselves
Operational Objectives:
- To champion industry-related efforts that position the pork industry as committed to environment stewardship
- To proactively address environmental issues in a timely manner
- To ensure environmental legislation affecting the hog industry is equitable, as well as science-based and outcome-based
- To direct scientific research into potential impacts of our industry on the environment
3. To nurture and care for our animals
Operational Objectives:
- To proactively address animal care issues in a timely manner
- To direct research as required into animal care activities
- To develop a simple effective national animal care assessment mechanism delivered through the CQA Program
- To develop identification and traceability criteria necessary to deal with animal health issues
4. To deliver quality, wholesome and safe food that is preferred by consumers
Consumer Marketing Operational Objectives:
- To increase the overall consumption of pork at the consumer level
- To enhance and promote the positive image of pork and pork products
- To enhance the positive image of the industry and its practices
- To focus activities where market potential is greatest
Merchandising Services Operational Objectives:
- To increase the acceptance of pork as a preferred choice at retail
- To deliver product knowledge to retailers, packers and processors
- To identify and develop marketing and promotional synergies with packers and processors
Food Services Operational Objectives:
- To increase pork consumption at the food services level
- To deliver product handling knowledge and education to the food service industry regarding pork
- Assist in research and development of new product
- To identify and develop marketing and promotional synergies at food service
Health & Nutrition Operational Objectives:
- To increase awareness and knowledge of pork's nutritional profile
for being a healthy lean meat, which is a part of a well-balanced diet
- To be a credible and reliable source of nutrition information
5. To encourage our people to achieve personal growth while providing leadership and excellence in delivery.
Operational Objectives:
- To maintain the strictest confidentiality regarding personal information
- To encourage professional development and growth of our people
- To maintain accurate and timely financial data and information
- To deliver programs and activities in a professional manner at a high level of excellence
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