Many challenges would face a Canadian branding campaign, including getting a commitment by the entire value chain. But why not keep value-added production and processing in Canada?
by MARY LOU McCUTCHEON
During a recent conversation about the U.S. mandatory country-of-origin labelling (MCOOL), a colleague suggested that it was a marketing program. I immediately suggested that MCOOL is not an industry marketing program designed to build market share, but rather a consumer labelling program put in place through legislation.
That conversation got me thinking that an aggressive branding campaign for Canadian pork aimed at American consumers might be an appropriate response to the legislation.