Canada exports roughly 70 per cent of its total pork production to about 76 countries annually, but the lion’s share – about 85 per cent has traditionally gone to the United States, Japan, Mexico, China, and South Korea.
In 2025, Canadian exports of pork and pork products reached a value of $5.7 billion.
But exploring new markets and strengthening domestic sales for pork is always a positive for the swine sector.
Recently, the Honourable Heath MacDonald, Minister of Agriculture and Agri-Food, announced an investment of up to $3.8M for Canada Pork (CP), through the AgriMarketing Program under the Sustainable Canadian Agricultural Partnership, to improve market access and consumer awareness, and promote the growth of the Canadian pork sector.
The Sustainable Canadian Agricultural Partnership (Sustainable CAP) is a $3.5-billion, five-year agreement (2023 to 2028), between the federal, provincial and territorial governments to strengthen the competitiveness, innovation, and resiliency of the agriculture, agri-food, and agri-based products sector.
Darcy Fitzgerald, Executive Director with Alberta Pork said anytime there is an injection of funds to help promote market growth for pork – whether domestic or export – it has to be seen as a positive.
“It’s getting out what a great product we have,” he said.
Fitzgerald said while attention is often on export sales given the volume moved that way, he said paying some added attention to domestic consumption can build demand too, especially at a point where beef prices are very high, and chicken too has seen price increases. That should be seen as an opportunity to get consumers looking to eat pork more often.
“Canadian pork is recognized around the world for its high standards of quality, safety and production. This investment will support the sector’s ability to strengthen its position in international markets, create new opportunities for Canadian producers and processors, and contribute to a strong and resilient food system,” said MacDonald, Minister of Agriculture and Agri-Food via the release.
The market development investment announcement came within days of Ottawa also pledging $3.1 Million in Faster Swine Disease Testing (see related story this issue).
“This one (the marketing announcement) is little more focused on marketing pork to international markets,” Steve Seto, Communications & Marketing Coordinator with SaskPork told Prairie Hog Country.
Seto said Canada produces high quality pork and we need to make sure to market that fact to markets around the globe.
“We want to make sure people are buying Canadian pork,” he said.
Certainly given the uncertainty of trade south into the Unites States with President Donald Trump quick to turn to tariffs as a negotiating hammer other markets hold greater importance.
But, Seto said Canada can’t lose sight of the US market either. “We still want to keep all our relationships south of the border,” he offered, adding it’s important to find a way back to the negotiating table to get a deal in place to normalize trade.

With this funding, CP will promote Canadian pork in new and emerging markets across Asia, Europe, and the Americas. By attending major trade shows, organizing trade missions, and facilitating business meetings, the project will help Canadian exporters build direct relationships with international buyers, reach new customers, and expand export sales to support Canada’s economic growth, stated a release on the new dollars.
Established in 1991 by the Canadian Meat Council and the Canadian Pork Council, CP is the domestic and global market intelligence and promotional organization for the Canadian pork industry.
In a competitive global market, promoting the Verified Canadian Pork brand will highlight Canada’s high standards for quality, food safety, animal care, and traceability. Building this recognition reinforces Canada’s reputation as a reliable supplier and helps the sector stay competitive around the world.
The Government of Canada is committed to supporting our agricultural sector by helping producers and processors access new markets, build strong global partnerships, and showcase the quality of Canadian products to the world.
“Canada Pork greatly appreciates the Government of Canada’s partnership investing in the future of our industry,” said Hans Kristensen, Chair, Canada Pork in the release. “Support through Agriculture and Agri-Food Canada’s AgriMarketing Program helps put Canadian pork at the center of the plate both in Canada and around the world. Diversification is core to Canada Pork’s mandate, and this investment helps us build and maintain international markets, reach new global customers, and keep our industry strong at home.”
The AgriMarketing Program, under the Sustainable CAP, supports national agricultural sectors to increase and diversify exports to international markets and seize domestic market opportunities.
Interestingly Manitoba recently announced hog sector funding for market development as well.
Province of Manitoba announced more than $100 million in targeted support to protect key industries, including agriculture, that are facing increased disruptions in the international marketplace, including uncertainty with our largest trading partner, the United States.
Key measures that the province has announced that will be beneficial to the agriculture sector include:

• increasing the Operating Credit Guarantee Program to $3 million.
• increasing the guaranteed portion of loans under both the Operating Credit Guarantee Program and Diversification Loan Guarantee program to 33.33 percent from 25 percent.
• increasing the loan amount above which treasury board approval is required under the Diversification Loan Guarantee Program to $5 million from $1.5 million.
  Manitoba Pork has already issued a release welcoming the announcement and commending the Province for their actions to protect key sectors.
  “Manitoba Pork has been collaborating with the Province of Manitoba to develop programming that will help increase the number of hogs finished in Manitoba and increase value added processing here at home,” said Cam Dahl, Manitoba Pork general manager. “Measures announced, including enhanced Diversification Loan Guarantee Program, the Operating Credit Guarantee Program, and support for market development reflect these discussions.”
  “In addition to helping support trade diversification efforts and increased value-added processing in Manitoba, the measures announced will support jobs in both urban and rural parts of Manitoba and help provide economic stability to our communities,” Dahl added. “We want to commend the Province of Manitoba, particularly Minister Ron Kostyshyn and Minister Jamie Moses for their efforts to insulate Manitoba businesses from the threats of tariffs and global uncertainty.”
  Manitoba Pork continues to engage with partners across the United States to impress the importance of an integrated North American hog sector upon federal, state, and local officials. Several engagements have taken place over the last number of months, with more to come before the end of the calendar year. •
  — By Calvin Daniels