Spring 2026 edition is here!

The Spring 2026 edition of the Canadian Hog Journal is here!

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Pork promotion renaissance awakens consumers

By Andrew Heck

Pork remains a popular and affordable option for Canadians. But as the protein landscape diversifies, the Canadian pork industry is working to win over younger generations, building trust and loyalty into the future.

The 2010s and early-2020s were a tumultuous time for the Canadian pork industry. The political and logistical turmoil caused by H1N1, mandatory U.S. country-of-origin labelling (mCOOL), Chinese and Russian geopolitics, African Swine Fever (ASF), COVID-19 and other circumstances caused global markets to behave strangely at the best of times. In the aftermath of each situation, belts were tightened, and the industry got to work repairing itself. Consumer marketing on the national level – out of sheer necessity – took a back seat.

Fast-forward to today. Pig prices are reasonably strong, comparatively stable and forecasted to hold. For producers, processors and marketers alike, it has created breathing room and opportunity. That stability has allowed the industry to re-focus on what was neglected for years: domestic consumer marketing for Canadian and generic pork.

This renewed emphasis has required intention, coordination and consumer‑first thinking. Increasingly, value‑chain partners like the Canadian Pork Council (CPC) and Canada Pork have embraced the shift.

Consumer research exposes vulnerabilities

Research from the U.S. National Pork Board shows an alarming trend for domestic pork consumption.

Millennials and Gen Z – those aged 10 to 45 – together represent more than 40 per cent of the Canadian population. As Millennials enter their child-raising years, and as Gen Z becomes independent as adults, marketing must meet them where they are. And it’s more urgent than ever.

Data shows that fresh pork consumption is falling with each successive generation from Baby Boomers and Gen X to Millennials and Gen Z. Alternative proteins, food delivery apps and simply less food consumption overall – driven by price inflation and the growing popularity of GLP-1 drugs – are causing marketers to think harder about how to reverse the trend and put pork back into the spotlight.  

For years, other Canadian commodities have been afforded the resources to fund long-term, far-reaching campaigns. For example, since 2022, Dairy Farmers of Ontario’s ‘Milk’ has appeared on the left front chest of the Toronto Maple Leafs jersey – a lucrative sponsorship opportunity that appeals to major companies. The visibility of this campaign cannot be understated. Egg Farmers of Canada’s ‘Get Cracking’ and Canada Beef’s ‘Love Canadian Beef’ are other popular campaigns, which have even had tie-ins to restaurants, including McDonald’s.

Likewise, the U.S. National Pork Board has long understood the value of creativity and innovative approaches. ‘Pork: the Other White Meat’ was launched in 1987 and used in various formats until 2010. The slogan had so much staying power that it jumped borders and took hold in foreign markets, including Canada. More recently, in 2025, National Pork Board launched ‘Taste What Pork Can Do,’ a campaign that promises to “‘flip the script’ to prioritize consumer needs over industry features… successfully re-positioning pork for a new generation of consumers and creating long-term demand by highlighting pork’s flavour and versatility.”

While these tried-and-true concepts represent effective conventional approaches, there exists even more opportunity to pursue modern tactics. For nearly two decades, Canadian pork has failed to break into the mainstream with compelling marketing. As highlighted, a lack of resources has been the most significant problem, but thankfully, that’s changing.

PPRA supports generic marketing

Pork imported into Canada is subject to a levy, paid to the PPRA to be used for generic marketing. Prior to 2021, the value of imported pork sales in Canada did not support Canadian producers and processors. Image © Dietmar Rabich

Chloe Belchamber is Manager of Operations and PPRA, CPC. The PPRA, established in 2021 under the Farm Products Agencies Act, works to support and promote pork across Canada. The PPRA plays an active role in consumer education and marketing. Through its partnership with Canada Pork, the agency runs broad-reaching marketing campaigns to promote pork’s value without highlighting any specific brand.

“Rather than focusing on branded campaigns, the agency supports generic pork research and promotional efforts that benefit the entire sector,” said Belchamber. “The PPRA is intended to fuel innovation and research, support marketing efforts and lead to collaboration across sectors while facing evolving challenges with a forward-looking approach.”

The PPRA’s activities are funded through an import levy system. This levy – equal to the domestic check-off amount – is applied to all imported hogs, pork and pork products. The information used to calculate the levy comes from the Canada Border Services Agency (CBSA). This information is used by Agriculture and Agri-Food Canada (AAFC) to generate invoices, which are distributed on the PPRA’s behalf by the Canadian Beef Check-Off Agency. Levy funds are re-invested into strategic initiatives aimed at making the pork industry more competitive and sustainable.

“By complying with World Trade Organization regulations and principles of national treatment, the agency’s model ensures fairness between imported and domestic products,” said Belchamber. “A unique aspect of the PPRA’s work is that its promotional and research materials are made available to all industry players, including producers, importers and processors.”

Potential foreign animal disease outbreaks are another challenge that should not be underestimated. If African Swine Fever (ASF) or Foot-and-Mouth Disease (FMD) were to be discovered in Canada, it could devastate pork production and processing by shutting down access to export markets, triggering major backlogs of domestic pigs and pork that would ultimately need to be absorbed by Canadian consumers.

“If something like ASF were detected in Canada, domestic demand would matter a lot,” said Belchamber. “Building awareness and trust with Canadian consumers ahead of time is a form of risk management.”

Canada Pork builds Pick Pork brand

Restaurants Canada’s annual RC Show has been attended by provincial and national Canadian pork industry representatives since 2024. The conference provides an opportunity to engage with pork end-users in foodservice and retail.

Claire Jiang is Senior Director, Consumer Marketing, Canada Pork. Since coming on board with Canada Pork, she has been instrumental in laying the groundwork for a lot of national marketing initiatives that have elevated pork’s presence. ‘Pick Pork/Choisir le Porc,’ launched in 2025, is a digital‑first, bilingual consumer campaign designed to speak directly to Millennials and Gen Z.

“These generations are digital natives,” said Jiang. “Leveraging social media trends is a new consideration that didn’t exist for previous generations.”

While traditional media like magazine advertisements and point-of-sale signage in stores continue to serve an important role for Gen X and Boomers, as the Canadian population becomes more tech-savvy and multicultural, the playing field has broadened.

 “Think about the last stop of this industry: it’s consumers, on their tables,” said Jiang. “Times change, and consumers need to see the relevancy of pork.”

Pick Pork addresses consumers through several angles: taste, affordability, nutrition, versatility and convenience. Depending on the segment of the target audience, and which type of vehicle is used to deliver messaging, any combination of those angles may form the strategic basis that flourishes once a creative touch is applied.

“When other commodities were marketing heavily, we were slow to catch up,” said Jiang. “Marketing is exciting. The whole point is to be seen, and we want people to remember pork.”

PickPork.ca is the latest item in Canada Pork’s marketing toolkit.

Digital presence also extends to websites, like the newly launched PickPork.ca, which includes free-to-use, customizable resources for the entire Canadian pork value chain, including promotional assets like images, videos, nutrition fact sheets and consumer studies. For consumers, the site also has information on pork cuts, cooking methods, recipes and nutrition. It’s designed in a fresh-looking, mobile-friendly format and includes contemporary approaches to pork that younger consumers gravitate toward.

Recognizable Pick Pork partnerships have included advertisements in Canadian Living and Today’s Parent, a unified presence at events such as the Restaurant Canada’s RC Show and working with food influencers to expand pork’s reach on social media. By carrying this excitement forward and continuing to reinforce the campaign’s messages, Pick Pork is poised to increase consumer exposure for pork as a preferred protein.

Momentum must be maintained

The Canadian pork industry would be wise to stay the course, when it comes to consumer marketing, for the sustainability of domestic pork purchases.

Pig prices will inevitably continue to rise and fall with conditions outside of producers’ and processors’ control. With sustained attention on domestic consumer marketing, the Canadian pork industry is better equipped to withstand volatility – whether from market cycles, competition or disease risk.

A visible, relevant and trusted Canadian pork industry benefits not only producers, but everyone throughout the value chain, right down to consumers deciding what to put on the dinner table. The renaissance may have arrived later than ideal, but for Canadian pork marketing, momentum has finally returned.

Herd health impacts production and profitability

By Jette Christensen                                                                                         

Editor’s note: Jette Christensen is Manager, Canada West Swine Health Intelligence Network (CWSHIN). She can be contacted at ‘manager@cwshin.ca.’

Maintaining herd health not only encourages a high standard of animal welfare, but it has downstream implications for producers and the broader industry.

Maintaining strong animal health is fundamental to the long-term success and competitiveness of the Canadian pork industry. Diseases can influence production, market access and profitability in many ways, which is why minimizing their impact depends on coordinated action across the sector. Effective collaboration among producers, herd veterinarians, laboratories, provincial pork organizations and governments is essential to monitor and prevent disease threats.

Even a small number of cases of certain foreign animal diseases can trigger severe trade restrictions and disrupt the movement of animals and pork products across international borders. In addition to these high-impact diseases, a range of other conditions can reduce productivity and increase costs, often with less immediate but still significant consequences.

Understanding the full spectrum of disease risks – from export-threatening outbreaks to everyday production challenges – is critical for everyone in the value chain. By working together, the industry can protect herd health and maintain market access.

Animal movement disruptions cause challenges

A truck hauling cull sows from Canada was stopped at the U.S. border in 2022, on suspicion of Foot-and-Mouth Disease (FMD). Senecavirus A, which mimics FMD, was the culprit.

Some diseases have the ability to disrupt the movement of animals through the production system, even when their direct impact on animal health is less concerning. A recent example is Senecavirus A (SVA).  To date, SVA cases in Canada have typically been mild, with animals showing blisters on the snout that resolve within a few days. In some cases, diarrhea and sudden death in piglets under 10-days-old have also been observed.

SVA produces blisters that are indistinguishable from those caused by Foot-and-Mouth Disease (FMD). Because of this similarity, any appearance of blisters must be investigated, triggering precautionary responses that can slow or halt animal movements. This becomes particularly important in the cull sow market.

Most cull sows from Canada are shipped through assembly yards in Ontario and Manitoba before being exported to U.S. processing plants. If sows arrive at the border or at a U.S. plant showing blisters – or even healed lesions that could have been blisters – they may be rejected and returned to Canada. Repeated occurrences from a specific assembly yard can result in export restrictions until enhanced surveillance and corrective measures are implemented.

Such restrictions have occurred in both Ontario and Manitoba, sometimes lasting weeks or months. These disruptions can have cascading effects across the system, including reduced market access, backlog of animals and overcrowding in sow herds.

Disease management strategies can also influence production flow. For example, during efforts to eliminate Porcine Epidemic Diarrhea (PED), pig movements may be redirected based on disease status, limiting contact between infected and non-infected sites. While effective for disease control, these adjustments can add complexity to production flow.

Although diseases that disrupt animal movements may not be clinically severe, their potential impact should not be underestimated.

Production-limiting diseases are costly

Your provincial pork organization can provide valuable resources and insight, when it comes to managing diseases like PED and PRRS.

Most diseases encountered in commercial barns reduce productivity in some way, making them a constant challenge for producers. These production-limiting diseases can cause both direct losses, such as mortality, poor growth, abortions and reproductive failure, along with indirect costs, including treatment, labour and enhanced biosecurity measures.

Porcine Epidemic Diarrhea (PED) is a clear example of a disease that significantly affects production efficiency. Because of its impact, the industry in western Canada has made a coordinated effort to control and eliminate PED. During major outbreaks in Manitoba and Alberta over the past decade, collaboration has been essential reducing its spread.

The virus can persist in the environment both inside and outside barns, making it difficult to eliminate completely. While individual farms may successfully eradicate PED, they remain at risk of reintroduction if the disease is still present in nearby operations or within their production network.

Porcine Reproductive and Respiratory Syndrome (PRRS) is another major production-limiting disease. It can cause reproductive failures such as abortions and respiratory disease in growing pigs. This virus can spread over short distances through the air. Although PED and PRRS can be managed or eliminated at the farm level, regional coordination is often more effective, particularly in areas with high farm density.

Finally, we have production-limiting diseases that currently are tackled farm-by-farm. One that stands out is the condition ‘diarrhea in young pigs’ because the cause is complex and could be a combination of E coli, Rotavirus, Salmonella, Sapovirus, feed and management.

Addressing these complex conditions requires detailed investigation, including laboratory diagnostics and analysis of on-farm practices. Effective solutions must be tailored to each operation, relying on close cooperation between producers, veterinarians and laboratories to identify causes and develop targeted control strategies.

Exports threatened by foreign diseases

ASF has shown no sign of easing up in most regions where it is found. Source: World Organisation for Animal Health (WOAH).

The Canadian pork industry pays careful attention to diseases that threaten international market access. Certain foreign animal diseases are considered high-risk because even a single case can lead to immediate trade restrictions.

African Swine Fever (ASF) is one of the most widely recognized threats. Since its spread in China in 2018, ASF has affected many regions across Europe, Asia and parts of the Americas. Although it has never been detected in Canada, its global impact highlights the importance of prevention and preparedness.

Foot-and-Mouth Disease (FMD) is another major concern. While it affects multiple livestock species –including cattle and sheep – it would have severe consequences for the entire Canadian livestock sector if introduced. In recent years, FMD has spread across regions of North Africa, Europe and Asia.

Both ASF and FMD have the potential to shut down export markets almost immediately, disrupting not only international trade but also the internal movement of animals and products within Canada. Movement restrictions would likely be imposed around infected areas, affecting farms based on their proximity to outbreaks and disease status.

In addition to trade impacts, these diseases can also severely affect production at the farm level. ASF, for example, can cause extremely high mortality rates. In its acute form, it can kill nearly all infected animals, often following rapid onset of symptoms such as fever, loss of appetite and sudden death.

Less severe, chronic forms of ASF can still cause significant production losses, including abortions, weight loss, respiratory issues and lameness. While mortality rates may be lower – around 20 per cent—the overall economic impact remains substantial.

Given these risks, preventing the introduction of foreign animal diseases is a top priority for the industry.

Swine disease surveillance provides useful data

Testing results from CanSpotASF continue to show the effectiveness of the Canadian pork industry’s efforts to combat ASF.

Ongoing surveillance is essential to understanding and managing animal health risks across regions. The Canada West Swine Health Intelligence Network (CWSHIN) plays a key role in monitoring disease trends and supporting decision-making.

CWSHIN operates with four main objectives: detecting emerging health issues, identifying unusual presentations of known diseases, providing information on endemic diseases, and supporting evidence of disease freedom – particularly for ASF and FMD.

Through its network, herd veterinarians share knowledge and observations, contributing to a broader understanding of disease patterns across the four western provinces. Laboratory data complements this information, helping confirm diagnoses and track disease presence.

Surveillance data show that ASF and FMD have not been detected in the region. Models and testing results are used to support evidence of disease freedom, which is critical for maintaining trade relationships. Other findings include the presence of Senecavirus A at assembly yards over several years. Data shows that PRRS is generally well-managed, though occasional outbreaks or instability still occur.

CWSHIN has also been effective in identifying new and emerging diseases. For example, Streptococcus equi zooepidemicus was first reported in 2019 and caused significant losses for the affected farms due to high sow mortality. More recently, SVA was detected at a sow site, with early information shared through the network before laboratory confirmation. For both diseases, the road to elimination was shared with the CWSHIN network for the benefit of other swine health experts.

A key feature of CWSHIN is its use of anonymous data sharing. Information that could identify farms is not collected, which encourages early reporting and builds trust among participants. While this approach limits geographic specificity, it enhances participation and improves overall knowledge sharing, supporting the network’s surveillance goals.

Producer efforts can limit disease impact

On-farm biosecurity is still the most important thing when it comes to protecting your herd.

Reducing the impact of swine diseases requires a proactive and coordinated approach built on prevention, early detection and effective response. Each of these strategies depends on shared responsibility across the industry.

For foreign animal diseases, current prevention efforts include strict import controls, border biosecurity, on-farm biosecurity, and early detection through CanSpotASF. This enhanced surveillance program, established in response to the rapid spread of ASF in 2019, has received much voluntary support across Canada. Preparedness planning – a natural next step to prevention – is also an area of focus.

For production-limiting diseases, collaboration is equally important. PED elimination programs include biosecurity at farms (prevention) and surveillance at high traffic sites, which supports detection in herds and plans for effective response to an outbreak.

For production-limiting diseases in general, producers, supported by veterinarians and laboratories, are responsible for:

  • Maintaining strong biosecurity practices within and around barns
  • Monitoring animal health daily and responding quickly to changes
  • Seeking timely veterinary advice when unusual signs appear
  • Using accurate diagnostic tools, including laboratory testing
  • Implementing effective treatment and herd management strategies

These measures are essential for controlling both common and complex diseases and minimizing their impact on production.

Disease control is in our hands

Diseases pose ongoing risks to the Canadian pork industry. They can reduce productivity, increase costs and disrupt market access, ultimately hurting the sector.

To address these challenges, the industry must consistently apply three key strategies: prevention, detection and treatment. Success depends on strong collaboration among producers, herd veterinarians, laboratories, provincial pork organizations and governments

By working together, the Canadian pork sector can better protect animal health, maintain trade opportunities and ensure a resilient and competitive future.

Porc Show’s new format enhances experience

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By Andrew Heck

Visitors flock from far and wide every year to take in eastern Canada’s premier pork conference.

The 12th annual Porc Show took place at the Quebec City Convention Centre on Dec. 9 & 10, inviting hundreds of Canadian and international guests to hear keynote speeches looking at market dynamics, public perceptions and the future of the pork sector, along with workshop presentations in the areas of animal health, farm management and consumer marketing.

This year, a new format debuted, which included more balanced presentation delivery between the two days, the evening reception on the first day instead of the second, and a novel approach to real-time language translation, using a phone-based app. All three decisions resulted in a more well-rounded and action-packed conference, which was appreciated by guests.

Enhanced nutrition, management reduces mortality

Zhenbin Zhang offered solutions for producers to overcome issues related to pre-weaning mortality.

Zhenbin Zhang, Swine Nutritionist, Cargill Animal Nutrition & Health raised an important question: should we shift our focus on weaned pigs? Post-weaning mortality remains a significant problem for many producers, and the impacts should not be underestimated.

Among the main causes of post-weaning mortality, Zhang suggested that increasingly lower birth rates, due to increasingly larger litter sizes, may account for much of the problem, alongside sow farm health status.

“A reduction of 200 grams in birth weight can easily lead to 400 grams of reduction in post-weaning weight,” said Zhang.

Porcine Epidemic Diarrhea (PED) is another significant issue, along with Porcine Reproductive and Respiratory Syndrome (PRRS). Zhang also pointed out that PRRS-positive unstable herds are likely to have Strep. suis, for which he offers two possible solutions: reduce cumulative physiologic stress, and incorporate anti-inflammatory or anti-oxidative phenolic compounds in diets.

With the incoming ban on zinc oxide in 2027, this will create challenges for immune system health, as there is no effective, non-anti-microbial alternative. The shift will also increase costs for producers.

“Unlike high-zinc diets, it is hard to chase gut health and performance simultaneously from nutrients alone,” said Zhang.

Diarrhea caused by E. Coli is another concern. Zhang indicated that water acidification is an important consideration, since acidified water reduces E. Coli shedding, decreases feed consumption and has no impact on performance.

About three-quarters of the pig population has a post-weaning mortality rate between one and five per cent, with the remaining quarter sitting at above five per cent. This latter category, which is usually not targeted by nutritionists, could benefit from a nutrition program.

Research by Cargill has shown that decreasing gut fermentable protein can help control diarrhea, as fermentable gut protein intake is correlated to mortality. Provisoy by Cargill has a lot less fermentable gut protein than bone meal, corn, or similar products, relying on structural carbohydrates to support gut health. Additional research by Cargill has shown that an increase in structural carbs can decrease mortality by at least half.

Alongside nutritional approaches, Zhang also recommends enhancing production management practices.

“Look for the four elements: air, water, space and feed,” said Zhang.

The right air temperature and humidity, along with low ammonia and carbon dioxide, provide an optimal barn atmosphere. Water should be made available at a rate of 10 to 12 pigs per drinker, adjusted to an appropriate height and flow rate.

Taken together, Zhang believes a combination of these approaches can make a big difference in reducing post-weaning mortality.

Lower sow slaughter could indicate expansion

Jean-Philippe Gervais is optimistic about the pork sector this year, despite ongoing challenges.

Jean-Philippe Gervais,Executive Vice-President, Strategy & Impact, Chief Economist, Farm Credit Canada provided a timely update about the state of the Canadian economy.

Gervais suggested that inflation currently seems to be well anchored around two per cent, and Statistics Canada’s latest projections look optimistic, to the point that we could expect interest rate cuts in the second half of 2026.

“In the short term, we should see some interest rate cuts in 2026,” said Gervais. “In the long term, they could continue to rise due to what’s happening between Canada and the U.S. I would say there’s a greater chance we’ll see them rise than see them fall.”

The Canadian economy continues to grow but is under pressure. Population growth seen in recent years has cooled off, which has caused some economic slowdown, including in agri-food. Speaking about pork markets, Gervais believes Canadian pork exports overall are showing resilience, thanks to market diversification in the face of falling demand in China. Chinese demand for Canadian pork is falling, but Japanese demand is growing, as Canada recently surpassed the U.S. as the country’s main pork supplier.

However, the impacts of looming potential threats – such as the introduction to voluntary country-of-origin labeling (vCOOL) – remain to be seen. When the U.S. introduced mandatory country-of-origin labelling (mCOOL) in 2014, Canadian pig production and live exports were at an all-time high. Not long after mCOOL, production and exports dropped and have yet to recover to similar levels, though they are trending in that direction.

“Sow slaughter right now is lower relative to total slaughter, which usually indicates expansion,” said Gervais. “When I put it all together, record cattle prices from the small herd in Northem America may lead to some support for hog prices.”

On the feed side, Gervais mentioned record U.S. corn production, coupled with above-average production in Argentina, which should lead to stable prices in the coming year. Soybean demand in the U.S. demand for biofuel, however, has created a demand surge and could lead to higher feed prices.

On a more sobering note, Gervais dug into consumer trends. Pork remains competitively priced for consumers, which is good; however, if you could eliminate all the economic factors that affect consumption, Statistics Canada research indicates that pork demand would fall, beef would stay the same, and chicken would increase. Whether domestically or internationally, Canadian pork has plenty of opportunities.

Looking ahead, Gervais offered his vision for how Canadian agriculture can remain competitive in a changing world, including increased efficiency, scale-up and innovation to sustain and de-risk technology adoption.

“It’s true we have a major productivity challenge in Canada,” said Gervais. “We need to rethink agriculture productivity, which won’t look the same as 20 years ago.”

To help illustrate his point, Gervais compared Canada and the U.S., as our main competitor in the pork market. With the U.S. having eight times more people than Canada, it’s easy to see how we are naturally disadvantaged in scale; yet, the U.S. agri-food sector is considered only six times larger than Canada’s, with agri-food exports only five times larger.

Looking at the situation through an optimistic yet pragmatic lens, Gervais is confident that the Canadian agri-food industry can maintain a larger proportional impact on global markets, if the industry continues to adapt.

Regenerative agriculture pays off

Christian Grenier and Stéphanie Taylor are balancing economy and ecology on the farm.

Christian Grenier, President, Grenier Gardengeois & Stéphanie Taylor, CEO, Grenier Gardengeois explored their unique approach to regenerative agriculture.

Trained as an agricultural economist, Grenier worked for more than a decade in the banking sector before returning to his roots by taking over the family farm, representing the fourth generation at the helm. With a bachelor’s degree in business administration, Taylor first spent a decade working in marketing and then four years in the environmental sector before giving new meaning to her career.

Three years ago, Taylor took the leap into agriculture by taking over, alongside her husband.

“I say she’s my wife, but she’s my manager,” said Grenier. “She oversees different things and makes sure sufficient resources are available to move projects forward.”

Grenier Gardengeois’s business umbrella connects the farm, Fermes Grenier, with its incoming biogas generation component, known as GPK Bioenergie. The farm’s multi-purpose facility includes a pig barn with an upstairs greenhouse, and on the land, they have a composter, cover crops and biodiversity islands to showcase the natural beauty of the landscape. Currently, 22 staff help run the various business elements, which has grown from only eight staff in recent years.

Biomethanization uses inputs like manure, biosolids from secondary sludge, food waste and other organics in an anerobic digester to produce biogas and digestate, which can include fertilizer, animal bedding and even construction materials. The primary product, biogas, represents renewable energy and a revenue stream. GPK Bioenergie recently entered a 20-year partnership with Quebec-based natural gas provider, Énergir, and received provincial government financial support to construct the facility.

“Agriculture must play its part in Quebec’s energy independence,” said Grenier. “Heating a condo block in Montreal using existing sources is fine, but we can’t simply keep doing this to heat pig or poultry barns.”

Once fully operational, GPK Bioenergie will use Fermes Grenier’s hog slurry, along with manure from local dairy operations. For biosecurity reasons, GPK Bioenergie will not accept hog manure from other farms, and an on-farm truck wash will be part of their protocols.

“These projects make us who we are,” said Taylor.

The new plant is based off tried-and-tested technology used in France, which is expected to be able to process 100,000 tonnes of feedstock, resulting in the production of more than three million cubic metres of biogas – enough to heat the equivalent of more than 1,000 homes.

On the consumer-facing side, Grenier Gardengeois also operates a boutique shop selling their pork, chicken and other local artisanal products.

“It’s important that social acceptability is there,” said Taylor. “We take time to tell our neighbours about our processes.”

The underlying philosophy of Grenier Gardengeois is simple: change starts at home, and through intentional growth, change can influence others.

“People want to get on board,” said Grenier. “People want to believe.”

Quebec’s charm continues to attract interest

An evening stroll through the Petit Champlain zone in Quebec City provides ample opportunity for Porc Show guests to take in some incredible and historical experiences.

The Porc Show’s attractive mix of timely and important subject matter, networking opportunities and hospitality continues to draw guests from far and wide every year.

The second day of the event featured a plated lunch – the outcome of a culinary student contest that comes with a cash prize for those involved, along with the prestige of having their dish showcased for guests. This year’s lunch began with a tribute to David Boissonneault, former President, Éleveurs de porcs du Québec, who served in the role from 2011 to 2017. Boissonneault sadly passed away in 2025, but his legacy endures across the Canadian pork industry and beyond.

The show’s organizers, sponsors and presenters routinely churn out a high-calibre event, and Quebec City’s French-Canadian history and charm remain an enjoyable bonus for visitors.

PigLEARN supports skills and productivity

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By Mark Fynn

Editor’s note: Mark Fynn is Training Resources Coordinator, Canadian Pork Council (CPC). He can be contacted at ‘fynn@cpc-ccp.com.’

Thanks to input from across the sector, PigLEARN is now available to producers and industry partners across Canada.

After nearly a decade of work involving more than 200 contributors, the Canadian Pork Council (CPC) has introduced PigLEARN: an online training platform designed to enhance skills and boost productivity in the Canadian pork industry. It offers a flexible, self-paced learning experience with a wide range of educational content, training modules and valuable resources.

The PigLEARN story is a proud example of how the sector came together to build something meant to last. Its platform and training are a culmination of efforts to develop the content that is now housed within PigLEARN. Thanks to input from across the sector, PigLEARN is now available to producers and industry partners all over Canada!

What does PigLEARN offer learners?

PigLEARN is designed to be accessible, including narration and subtitles in multiple languages. Tagalog (Filipino) subtitles are shown in this example.

With PigLEARN, learners can track their progress and receive recognition for their achievements, empowering them to stay current and excel in their roles. The platform offers an administrative portal for organizations and companies to manage their own trainees, as well as a simplified portal for workers to log in and complete their assigned training.

The platform currently hosts 96 training modules developed by producers and other pork sector experts on a wide range of topics, including:

  • Animal-based measures
  • Biosecurity
  • Enhanced biosecurity for disease outbreaks
  • Euthanasia
  • General farm tasks
  • Group sow housing
  • Growing pigs
  • Pig handling
  • Preparing to transport pigs
  • Sow barn tasks
  • Veterinary products

The full, detailed catalog of 96 modules can be found on the Canadian Pork Council (CPC) website at cpc-ccp.com/piglearn. Another 20 modules on worker health and safety are planned for release in early 2027.

The training modules aren’t just videos either; they feature advanced simulations and real-world scenarios to prepare workers for the barn. These come in the form of visual and interactive knowledge checks, which use a variety of question formats and approaches.

To ensure the platform was accessible for the sector’s diverse workforce, PigLEARN features narration in English with Spanish, Tagalog (Filipino) and Ukrainian subtitles, and narration in French with Spanish subtitles.

What does PigLEARN offer companies?

A fun optional feature for companies using PigLEARN is the leaderboard function.

Beyond the many training modules, PigLEARN offers administrative abilities for companies to manage, track and incentivize the training progress of their workers. Company administrators can:

  • Brand the platform with their company’s logo and colour scheme to truly make it their own.
  • Create their own custom training content through the platform’s module builder, including drafting their own text and quizzes, and uploading their own videos, PDFs and presentations.
  • Build and assign their own custom learning pathways, which can compile any combination of their own custom modules and PigLEARN pre-built modules.
  • Register and manage their own workers, grouping them by work area or any other attribute and assigning them customized learning individually or by group.
  • Track training progress of individuals within the platform or by exporting a CSV spreadsheet for potential integration with other software.
  • Generate customized certificates with specific completion criteria that will be automatically granted to learners when they complete lessons.
  • Promote healthy competition through the optional leaderboard function, which allows users to decide whether to share their achievements with other learners in the company, their province or the whole country.

How was PigLEARN training developed?

The Canadian Pork Council (CPC), including Mark Fynn, along with provincial pork organizations, worked collaboratively with Canadian swine research facilities and a third-party to develop the platform.

Historically, pork producer training resources were developed independently in each respective province; however, in the late 2010s, provincial pork organizations noticed a fair amount of redundancy between what each province was developing. On top of that, it was hard for each province to devote much staff time to training development. Collectively with CPC, the sector discussed the possibility of pooling time, talent and funding nationally to develop high-quality training resources informed by expertise from across Canada.

In 2019, CPC received federal funding for a multi-year training development project. The project began with a steering committee meeting of pork producers, veterinarians and other pork sector experts, whose task it was to decide which training topics to prioritize first. Year one of the project focused on biosecurity, humane transport and euthanasia. Each topic area required its own working group of five to 10 people from across Canada with expertise in that specific area. The first three working groups were established by early 2020.

Although the idea of a PigLEARN training platform was floating around since the beginning of the project, it wasn’t decided on until 2022. CPC partnered with Enable Education from Milton, Ontario to develop and host the platform, using training videos previously developed collaboratively with Prairie Swine Centre (PSC), Centre de développement du porc du Québec (CDPQ), and Équipe québécoise de santé porcine (EQSP). The contributions of PSC, CDPQ and EQSP were foundational to developing the platform, which was officially launched in March 2025.

Since launching, another seven working groups started and completed work on different topics, bringing the total number of PigLEARN training modules to 96 and counting.

Kudos to the working group members who have devoted and continue to devote time and effort above and beyond their already full-time schedules. They are involved from conception to completion, including reviewing content outlines, scripts, videos, knowledge checks and finalized modules.

How can learners register on PigLEARN?

To register on PigLEARN, contact your provincial pork organization.

To register on PigLEARN, or to find out more information, contact your provincial pork organization. Although CPC would love to offer the platform to producers for free, it is important the platform be sustainable.

The intent of PigLEARN is not to make a profit but to build and maintain a safe and skilled workforce today and into the future. Subscriptions are priced so the platform runs cost-neutral, ensuring it can be maintained, and that new or updated modules can be added regularly.

The main subscription option is a 12-month subscription that gives someone full access to complete all PigLEARN training modules (and any company-uploaded modules) for $51.25 plus tax. Another option for companies who want to use the platform to provide company-uploaded training only to certain workers is a 12-month subscription for $15.38 plus tax, but these workers will not have access to any of the PigLEARN training modules.  Subscriptions are only required when someone tries to view the training content. Companies can still log into the platform for free to complete administrative tasks, and learners can log in for free to see what is available as well as their past training achievements if their subscription expires.

PigLEARN is a testament to industry collaboration

The strength of the Canadian pork industry shines when we work together – no turfiness, no ego.  PigLEARN is a proud example of how the sector can come together and built something to last.

PigLEARN’s platform and high-quality training involved the efforts of many people and years to see it come to fruition. Thanks to input from across the sector, PigLEARN is now available to producers and industry partners across Canada.

Strong hog margins predicted again this year

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By Justin Shepherd

Editor’s note: Justin Shepherd is Senior Economist, Farm Credit Canada (FCC). This article has been used with permission from FCC. For more information, contact ‘mediarelations@fcc-fac.ca’ or visit the ‘Knowledge – Economics’ section on FCC’s website.

After weathering the storm of the past several years, producers are now in a good position to achieve solid profitability.

After an unexpectedly strong 2025, things continue to look positive for the Canadian hog sector starting off 2026. Hog futures prices are near five-year highs and are well supported. After several years of weaker demand and oversupply globally, the hog market has become more balanced. With lower feed costs relative to a few years ago, margins look to remain well supported for producers.

Disease continues to be a concern for producers all over the world, with many pork-producing regions dealing with outbreaks of African Swine Fever (ASF), Porcine Epidemic Diarrhea (PED), and Porcine Reproductive and Respiratory Syndrome (PRRS). If Canada can continue to keep PED and PRRS under control, and keep ASF out of the country, producers can feel optimistic given strong hog prices and manageable feed costs. In this outlook, we examine what margins are expected to look like for the year ahead, and what domestic and international demand looks like for Canadian pork.

Hog prices supported by cattle markets

Table 1: Hog prices are expected to be above five-year averages heading into 2026. Source: Statistics Canada, AAFC, USDA, CME Futures, FCC calculations.

For 2026, our forecasts for cash hog prices across the country are slightly above 2025 and well above their five-year averages (Table 1). With cattle futures near record levels, this provides support for the hog market as a substitute protein. Demand for hogs is being fueled in part by domestic hog slaughter that increased in 2025 after multiple years of consolidation and is expected to be up slightly again this year.

While live hog exports look to remain steady to the U.S. this year, there is risk on the horizon as the Canada-U.S.-Mexico Agreement (CUSMA) is up for review, and as voluntary country-of-origin labelling (vCOOL) came into effect at the start of January. For now, these risks are being outweighed by the demand for Canadian hogs.

Hog margins benefiting from lower feed costs

Figure 1: Manitoba and Ontario farrow-to-finish returns look strong for the year ahead. Source: Statistics Canada, CanFax, Manitoba Agriculture and Resource Development, FCC Economics.

Record Canadian crop production last fall is pushing grains and oilseeds down. Feed grain prices – including wheat, barley and corn – are expected to be steady or slightly lower, while oilseed prices are projected to decline due to high global stocks.

Large domestic supplies and market access restrictions on Canadian pulses to India are likely to result in additional peas diverted to the feed market and utilized in hog rations. This drop means cheaper peas, soybean and canola meals for feed, with ample supplies expected to hold feed prices below the five-year average throughout 2026. When we add in strong hog prices, it suggests Manitoba and Ontario farrow-to-finish hog margins could reach their highest levels in five years (Figure 1).

Canadian pork prices encourage consumers

Figure 2: Canadians started to increase their quarterly pork consumption in 2025.

The price of pork at grocery stores is just one aspect to consider; it’s important to compare how it performs against alternative meats like beef and chicken. Since 2022, pork prices in grocery stores have increased by more than 13 per cent, but this rise pales in comparison to chicken and beef, whose prices went up nearly 22 per cent and 38 per cent respectively (Figure 2). Because pork prices have risen more moderately, that meat has become a more affordable protein choice for Canadian shoppers.

Figure 3: Pork prices at Canadian grocers give consumers a reason to think twice. Source: FCC Economics.

That at least partially explains the uptick in pork consumption last year – an encouraging development for the Canadian pork industry (Figure 3). Provided pork prices continue increasing less than other proteins, it is reasonable to assume continued consumption.

Canadian pork exports down through most of 2025

Table 2: Canadian pork exports are down slightly in 2025 relative to the five-year average.

The Canadian pork industry is heavily reliant on exports, as more than 60 per cent of our pork production is exported. Through October 2025, Canadian processors exported six per cent less than the five-year average of 928 thousand metric tonnes (Table 2). This is highlighted by the large drop in shipments to China, part of which can be attributed to that country’s decision to impose a 25 per cent tariff on Canadian pork. Despite recent announcements of tariff relief for other Canadian agricultural products, pork has not yet been granted a reprieve.

Continued success is being found, however, in Japan, Mexico and South Korea, where Canada’s pork exports continue to grow at a solid pace. Trade to the U.S. continues to be strong and stable year-to-year, but as mentioned earlier, it remains a watch item for the second half of this year, as CUSMA discussions start.

Market access continues to be important

Unlike last year where trade concerns were an immediate issue that could potentially impact margins, this year we are expecting relatively smooth sailing through the first half of the year. Canadian hog production remains closely tied to exports to the U.S., and with disease impacts slowing herd growth stateside as well as restrained feed costs, it is creating strong margin opportunities.

The Canadian pork industry continues to make strides in growing export markets, while remaining hopeful for changes in the relationship with China. In other words, after weathering the storm of the past several years, producers are now in a good position to achieve solid profitability.

Winter 2026 edition is here!

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The Winter 2026 edition of the Canadian Hog Journal is here!

Find these articles and more:

For all editorial and advertising inquiries, email ‘andrewtheck@gmail.com.’

For any new, updated or cancelled subscriptions, email ‘rawya.selby@albertapork.com’ or phone ‘780-474-8288.’

Fall 2025 edition is here!

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The Fall 2025 edition of the Canadian Hog Journal is here!

Find these articles and more:

For all editorial and advertising inquiries, email ‘andrewtheck@gmail.com.’

For any new, updated or cancelled subscriptions, email ‘rawya.selby@albertapork.com’ or phone ‘780-474-8288.’

Labour shortages create dragnet for agri-food

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By Janet Krayden

Editor’s note: Janet Krayden is CEO, Crystal Clear Communications. She can be contacted at ‘janet@mushrooms.ca.’

Janet Krayden specializes in workforce and labour issues, helping to unwind bureaucracy and solve problems for Canadian farmers.

Canadian agriculture and agri-food consistently punch above their weight. Agriculture and agri-food contribute $111 billion per year – more than $30 million per day – to the Canadian economy, or over six per cent of our GDP. However, there are still more than 16,000 job vacancies on Canadian farms, and this labour crisis is resulting in avoidable financial strain.

With that considered, you would think that smoothing out the regulatory red tape – especially on access to labour for farmers – should be highest priority for federal and provincial governments when the shortage is both critical and chronic, proven with many years of data and evidence. When COVID-19 challenged supply chains, action was taken to secure our food supply, but this level of urgency and priority for the sector appears to have come to an end.

Producers and workers need new solutions

Agriculture is theoretically prioritized in the immigration regulations, but it continues to be squeezed by on all sides. Agriculture and agri-food businesses, and their workers, are getting caught in immigration dragnet of restrictive changes that will reduce Canadian production and processing capacity now and in the future, if not reversed. 

Across the country, for years, agriculture agri-food businesses have been vocal about the reality of their workforces: when Canadians do not apply for jobs, programs are needed to support permanent residency for workers, not just the Temporary Foreign Worker Program (TFWP). Even getting permits approved under the TFWP Agriculture Stream is an increasing struggle. 

The federal Agri-Food Immigration Pilot program was launched in 2020 in response to COVID-19 supply chain challenges in the sector. To the detriment and dismay of the sector, it closed to new applications in May 2025 after reaching the 1,010-maximum permanent resident threshold as defined by the federal government’s 2025–2027 Immigration Levels Plan. To that point, the program supported more than 4,500 workers and their family members, which included the extension of open work permits to spouses of Agriculture Stream workers.

The federal Agri-Food Immigration Pilot program was a rare example of a labour program that was widely supported by farmers. It was closed in May 2025.

Some of the changes for other immigration programs are really needed. Nearly four million international students were allowed to come into Canada between 2020 and 2024. Over the same time, the International Mobility Program had 2.5 million entrants. Unlike the TFWP, the International Mobility Program does not require Labour Market Impact Assessments (LMIAs), making it easier for employers. Not to mention, LMIA housing guidelines for the TFWP Agriculture Stream currently require employers to retain empty housing when workers choose to live on their own off-farm, which is wasteful and costly.

The TFWP had a target of bring in 82,000 workers in 2025, but this has been cut down to 60,000 total, with the Agriculture Stream likely included in that amount with all other sectors, along with construction and meat processing. This is very concerning, because the Agriculture Stream has about 40,000 workers coming in every year and it continues to grow at a slow and gradual rate, due to attrition of retiring farmers and farm workers. Will more permits be refused under the Agriculture Steam, even for those already working on Canadian farms?

Additional hiccups under the Agriculture Stream include the downgrading of the livestock specialist or technician category from higher-skilled to lower-skilled. This cuts off immigration access through the Provincial Nominee Program and Express Entry programs that generally only prioritize or accept the occupations classified as higher-skilled. This also affects the General Farm Worker wage within the federal Job Bank, which could increase by $4 per hour or more in some provinces, complicating an already difficult situation.

Industry advocacy remains important

The Canadian Pork Council (CPC) joined the Canadian Federation of Agriculture (CFA) in July 2025 – a united collection of organizations with the common goal of bringing about positive change.

Farmers and their organizations need to continue speaking up for their access to labour with new permanent solutions. Even under the TFWP, caps under the Agriculture Stream need to be kept separate from the Seasonal Agriculture Worker Program.

If action isn’t taken, this will only worsen, and our sector will continue to be squeezed out of these programs. The result will be a drastic reduction in production, with workers being sent home or not able to fill existing and new job vacancies. As a consequence, Canada may become more like the U.S., with an underground farm workforce, something no-one – including Ottawa – should want to see.

If agriculture and agri-food can come together on labour, there is still time to turn this ship around to prioritize our sector again through effective programs that support us when Canadians alone cannot fill the needed roles.

Depopulation could destabilize food systems

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By Sylvain Charlebois

Editor’s note: Sylvain Charlebois is Professor & Director, Agri-Food Analytics Lab, Dalhousie University. He can be contacted at ‘sylvain.charlebois@dal.ca.’

Food system expert Sylvain Charlebois believes changing global population dynamics pose a threat to existing models that rely on continued growth.

It’s difficult to argue that climate change isn’t the most pressing threat to our agri-food sector. Farmers, processors, distributors, retailers and transporters have all been forced to adapt in real time to extreme weather events, shifting growing seasons and volatile conditions. From droughts to floods to wildfires, climate change has tested the resilience of every link in the food supply chain. 

Yet, for all the challenges the sector has faced – and will continue to face – due to climate pressures, it has managed to cope reasonably well. Investments in technology, new crop varieties, smarter logistics and infrastructure upgrades have helped absorb many of the shocks. But there is another looming threat – quieter, slower, and far more difficult to reverse – that few in the industry appear prepared for: depopulation. 

At its core, the food industry is built on one assumption: that there will always be more mouths to feed. Growth in population has long been a proxy for market growth. The logic is simple – more people mean more demand for calories, more diversity in food preferences, and more spending across the value chain. Many strategies across the sector are driven by the idea of expanding ‘stomach share’ – a concept that assumes a continually expanding consumer base.

But what happens when that base begins to shrink?

More than 60 countries around the world are already experiencing population decline, and that number is expected to exceed 100 within the next 25 years. Fertility rates are falling below replacement levels across much of Europe, East Asia and even parts of Latin America. Japan, Italy, South Korea, Bulgaria and many others are already seeing their populations shrink year over year. Aging populations and lower birth rates are creating labour shortages, weakening tax bases and reshaping national economies.

Fertility rates are below replacement levels in many countries with which Canada trades in pork. Image © Korakys

Even countries like Canada and Australia, which have so far used immigration to offset domestic fertility declines, will not be able to avoid the broader demographic shift forever. Immigration policies may adjust, and population levels may stabilize temporarily, but the long-term trend is clear: global population growth is slowing, and in many places, reversing.

While the world has historically worried about overpopulation and the stress it would place on food systems, the more pressing concern now may be how to sustain food systems with fewer people to feed and fewer workers to produce food. For decades, global hunger has been a function not of insufficient supply, but of poor distribution and localized production failures. The fear of ‘not enough food’ was always more political than agricultural.

But in a world of declining population, the question flips: How do we maintain a vibrant, efficient, and innovative food economy when demand begins to shrink?

Canada’s situation underscores this dilemma. While we are not yet in population decline, our fertility rate continues to drop. Without robust immigration, our population would already be contracting. And although the public discourse remains focused on rising food prices and access to affordable groceries, a deeper, more structural issue is emerging – nutritional insecurity. 

In 2024, one in eight Canadian households experienced food insecurity, and that number is likely an undercount. Food insecurity is associated not only with hunger but also with poor diet quality, reduced access to fresh and nutritious food, and broader health consequences. More Canadians than ever may be meeting their caloric needs but are failing to meet their nutritional ones.

This brings us to a critical but often overlooked issue: disease-related malnutrition. This condition affects individuals of all ages and is deeply intertwined with both chronic illness and food insecurity. It is estimated that up to one in three Canadian children and one in two adults admitted to hospital are already malnourished upon arrival. Disease can lead to malnutrition, and malnutrition can exacerbate disease, creating a costly and dangerous feedback loop.

Aging populations have different nutritional demands.

This challenge is only growing. As populations age and chronic illnesses become more prevalent, the demand for nutritional care – not just food – will intensify. Malnutrition is not just a clinical issue; it is a systemic one, reflecting broader failures in how we view, measure, and address food insecurity.

So what does this mean for the food sector? 

It means we can no longer rely solely on volume. The industry must pivot from selling calories to delivering nutrition, quality, and personalized value. As the population plateaus – or declines – success will depend on a deeper understanding of demographic shifts, health trends and evolving consumer expectations. We must recognize the increasingly heterogeneous nature of the market. A one-size-fits-all approach will no longer be sufficient. Growth will come not from quantity, but from innovation, specialization and nutrition-forward offerings.

Public policy will also need to evolve. The current focus on food affordability and access must expand to include nutrition security – a concept that emphasizes consistent access to food that promotes health and prevents disease. This is not just a semantic shift; it reflects a deeper understanding of what a modern food system must deliver.

The transition from a growth-centric model to a resilience- and quality-focused one won’t be easy. But if we fail to adapt, we risk building a food system that is increasingly out of sync with the demographic and nutritional realities of our time. The future of food will not be measured in tonnes – it will be measured in impact per person.