Consumers in Control

Poultry producers are moving along a similar path. The Ottawa-based Chicken Farmers of Canada is set to roll out an auditable animal care component that will be linked to its OFFS program. As yet, the beef industry has not developed a formal animal care plan but, according to Rob McNabb, general manager of operations at the Ottawa and Calgary-based Canadian Cattlemen’s Association, “I don’t doubt that we’ll add this element to our food safety program as we move forward. It also makes business sense for beef farmers to ensure that their cattle are well cared for. If an animal is poorly treated, it’s less productive and that means less revenue.”

Operating Sustainably

Environmental initiatives in the meat sector are also underway in response to consumer concerns. “A lot of poultry plants recycle water, for example, and use different strategies to lower energy consumption,” notes Horel. “Reducing the operating footprint is often compatible with cost savings so it makes sense to do.” McNabb agrees: “If you’re not operating sustainably, you won’t last long. Cattle farmers have a long history of good land stewardship.”

Lyn, Ont.-based Burnbrae Farms, a family owned company known for its omega-3, organic, free-run and other eggs and egg products, has introduced a variety of energy-saving measures, including the use of energy from Bullfrog Power, a provider of locally generated, renewable power, to operate one of its free-run barns. “Our industrial, foodservice and retail partners are getting on board with their own environmental initiatives,” says company president and co-owner Margaret Hudson. “It’s good for business and the environment.”

The locavore, or “eat local” movement, is another consumer trend reshaping the industry. Surveys suggest that Canadians regard local, or domestic, products as safer and better quality, with a smaller carbon footprint than products trucked or flown in from hundreds or thousands of miles away. This is good news for the industry. “Buying local is good for Canadian eggs and poultry,” says Horel. “We’re mainly a domestic industry anyway, so 90 per cent of our business is within Canada.”

As a result of this interest, new marketing strategies centre around helping consumers identify local products. In one initiative, the Canadian Pork Council is working on a program to voluntarily label Canadian pork with a distinctive sticker. In another, an alliance of Ontario Pork, the Ontario Veal Association, the Ontario Sheep Marketing Agency, Turkey Farmers of Ontario, and the Ontario Independent Meat Processors has introduced its own brand, Homegrown Ontario, to help consumers select meat and poultry produced in the province.