Edmonton, Alta., November 19, 2009. Alberta pork producers have come out of their regional meetings across the province with a new set of directors and a renewed focus on the industry’s revitalization strategy. “To their credit, producers have done a good job of keeping focused on the need to build for the future as they continue to manage the incredible difficulties they face,” says Herman Simons, producer and chairman of Alberta Pork. “No matter how bad things get we find ways to make things work. We’re resilient, we’re innovative and we will do whatever it takes to make something out of this difficult situation.” Simons, who alternated with Alberta Pork vice-chairman, Ben Woolley, in providing a state of the industry overview at the meetings, says H1N1 flu did have an impact on prices and the industry lost some ground on the export front. However, the clearest message from the past year was that the industry has been neglecting the domestic market. The domestic market is one of the major issues being addressed in the Alberta Pork revitalization strategy, he says. That effort is moving into its implementation stage. Its goal is threefold: to deliver quality pork, respond to changing markets and act with urgency. Producers received an update and more in-depth presentations on the revitalization strategy are slated for the Annual General Meeting (AGM) in Edmonton on Dec. 9 and 10. “The revitalization strategy is concentrating on three priorities,” says Stuart McKie, policy specialist with Alberta Pork. “First is baseline development of the Alberta Quality Platform, a verified production quality platform to differentiate our product. Second is market research and market development to create a brand “pull-through” for Alberta pork. And third is to investigate industry investment necessary to build the infrastructure required for success.” McKie says substantial progress has been made in all areas. Alberta Pork is working with leading consultants internationally and domestically, studying the most successful programs around the globe. These consultants will present details of this strategy at the upcoming AGM. |