In the bustling heart of Manila, amidst the vibrant tapestry of cultures and commerce, a significant milestone for the Canadian pork industry unfolded. René Roy, Chair of the Canadian Pork Council (CPC), stood amidst a gathering of industry leaders, dignitaries, and government officials to celebrate the inauguration of the new Indo-Pacific Agriculture and Agri-Food Office. It was a momentous occasion, symbolizing Canada’s commitment to fostering stronger ties in the Indo-Pacific region and promoting the Canadian pork industry globally.
Roy expressed the motivation behind the Canadian Pork Council’s celebration of this event, stating, “We celebrate all activities that will help the industry reach more customers more directly. Having an office in the Philippines will help address market challenges in building our regional brand.”
The establishment of this office represented not only a strategic move but also a testament to the industry’s dedication to expanding its global footprint.
For Roy and the Canadian Pork Council, the inauguration of the Indo-Pacific Agriculture and Agri-Food Office signified a significant milestone. “It’s our first in the region,” he emphasized, “and having people from Agriculture and Agri-food Canada on the ground is an outstanding resource we intend to leverage. They will be our eyes and ears in the region when we can’t be here ourselves.” The partnership between Agriculture and Agri-Food Canada and the Canadian Food Inspection Agency in this initiative underscores the collaborative effort to address market access questions and facilitate trade relationships.

With a clear focus on enhancing market access and promoting Canadian pork products’ excellence and safety, the CPC articulated its objectives for involvement in the office’s inauguration.
“Our goal is to increase demand for high-quality Canadian pork worldwide,” he elaborated, “and this region will be a key driver of that success.”
Canada’s growth as a pork exporter is impressive, but there are more opportunities for CPC to play a role in helping improve food security in the region.
Navigating regulatory frameworks in the Indo-Pacific region posed anticipated challenges, but Roy expressed optimism about the newly opened office’s role in addressing them. “That’s one of the reasons we’re so happy this office is now open,” he noted. “People in the region, having these conversations on an ongoing basis, will – we hope – help us avoid these challenges from ever developing.”
In terms of collaboration with partners in the Indo-Pacific region, he outlined the council’s strategy: “We want to talk to importers, to buyers, and consumers and find out what they’re looking for from Canadian pork products – the more we know, the better we’ll be able to sell into this market.”
Additionally, showcasing Canadian pork’s high quality and sustainability in international markets would involve crafting and telling the Canadian pork story effectively.
The anticipated impact of this initiative on the Canadian pork industry’s global outreach and market competitiveness was profound. “Three of our top five markets – at present – are in this region,” Roy emphasized. “Their demand for pork will only grow. This initiative can only help, so we’re happy we got the chance to be here, with the minister, to open the office, and – as an industry – we know we’ll be back frequently.”
The CPC president said a sense of optimism and determination pervaded the gathering. The inauguration of the Indo-Pacific Agriculture and Agri-Food Office marked a milestone for the Canadian pork industry and a testament to Canada’s commitment to global agricultural leadership and cooperation. With the new office as a beacon of opportunity, the Canadian pork industry looked forward to strengthening partnerships and expanding its presence in the dynamic Indo-Pacific region. •
— By Harry Siemens