At the annual general meeting of Manitoba Pork in Winnipeg, a panel led by General Manager Cam Dahl focused on a growing priority for the industry—public trust.
Moderated by Dahl, the session brought together Susan Riese, Director of Public Relations and Communications; Grant Melnychuk, Director of Sustainable Development, Research and Data Management; Mark Fynn, Director of Quality Assurance and Animal Care; and Jenelle Hamblin, Director of Swine Health.
The discussion opened with a clear message: social licence matters.
“Public confidence in our sector is critically important,” Riese said. “We need to understand what people think and respond to it.”
She outlined ongoing public research conducted annually since 2017, including detailed surveys over the past four years. The results show strong overall support for the pork sector, with about 90 percent of respondents agreeing the industry contributes positively to Manitoba’s economy and is good for the province.
“There’s strong agreement on our role,” Riese said. “That tells us we’re moving in the right direction.”
Consumers also continue to recognize pork as a nutritious, affordable protein. However, two areas stand out where more work is needed—animal care and environmental performance.
Confidence in animal care remains steady at around 76 percent. Environmental perceptions slipped noticeably, dropping by about five percent over the past year.
“That’s an area we need to address,” Riese said.

Open-ended survey responses revealed where public concern focuses. Questions about the animal care centre largely concern housing, space allowances, and overall well-being. Consumers also ask about feed practices, antibiotic use, and the impact of production on meat quality.

On the environmental side, water quality and manure management dominate public concern.
“Water is always top of mind,” Riese said. “People want to understand how manure impacts water sources.”
Dahl said those findings highlight the need for clearer communication.
“We need to make sure people understand what we do on farms,” he said.
Riese outlined Manitoba Pork’s multi-layered public outreach strategy. That includes traditional advertising, digital campaigns, and community engagement through events and partnerships. Programs like the Proud Pork Ambassador initiative aim to equip producers to tell their own stories.
“Farmers are our most trusted voices,” she said. “We need to help them connect with the public.”
Canadian Centre for Food Integrity research supports that approach, showing farmers and industry experts rank among the most trusted sources of food information.
Fynn expanded on how on-farm programs reinforce that trust. He pointed to PigCARE, the industry’s animal care assurance program, which verifies that producers meet the national Code of Practice.
“PigCARE shows we’re following recognized standards,” he said. “It provides assurance to both consumers and regulators.”
He also emphasized the difference between consumers and citizens. While many Manitoba pork products are exported, public opinion at home still shapes regulations and expectations.
“What citizens think matters,” Fynn said. “It influences the rules we operate under.”
The panel stressed that building trust requires more than facts. It requires connection.
“It’s easier to explain how we do something,” Riese said. “It’s harder, but more important, to explain why.”
Dahl said that approach will guide future efforts, particularly as environmental scrutiny grows and expectations rise.
The discussion closed with a call for continued engagement. Manitoba’s pork sector has strong support, but maintaining it will require ongoing communication, transparency, and a willingness to listen.
“We have a good story to tell,” Dahl said. “We just need to keep telling it clearly.” •
— By Harry Siemens