One couple's contribution to Omega-3 pork

Wednesday, June 1, 2011

The 2001 death of their infant son from liver cancer inspired Paul and Rose Hill of Perth County to develop a line of Omega-3 pork that delivers the healthful fatty acids directly

by MARY BAXTER

Paul and Rose Hill have shifted to pork niche marketing and they're hoping to help other pork producers make the transition, too.

The Perth County farmers received the 2010 Premier's Award for Agri-food Innovation Excellence earlier this year for producing a unique version of Omega-3 pork.

Research shows that Omega-3 fatty acids may reduce the risk of heart attacks and even help lower blood pressure. It's found in plants such as flax and in fish like salmon. Other Omega-3 pork on the market is derived from flax, a source of alpha-linolenic acid that the body converts to docosahexaenoic and eicosapentaenoic acids (DHA/EPA), the form found in fish. But people convert the flax-derived fatty acid inefficiently.

What makes the Hills' product unique is that people can obtain DHA/EPA Omega-3 directly, as they do from fish. "But we didn't stop there," Paul says. The pork contains Selenium, a trace mineral studied by researchers for its potential as an anti-cancer agent.  It is also produced without antibiotics.

Paul says the death of the couple's two-year-old son, Ryan, in 2001 from liver cancer inspired their quest to produce a healthful product. "After living and seeing what cancer's capable of, we thought if we could just make the difference to one family's life, all of this would be worthwhile."

His brother-in-law, Jan Holland, has also encouraged the couple to direct-market their pork. So, in the fall of 2007, as hog commodity prices began to plummet, the Hills, working with Holland, overhauled their operation near Mitchell.

They introduced an Omega-3 feeding program developed by Grand Valley Fortifiers in Cambridge. Organic Selenium is supplied through the feed program, too.

They tightened biosecurity to protect the herd after eliminating antibiotics. "No one's allowed in our barns," Paul says. "We only move pigs certain days of the week. We only move pigs certain routes." 

Obtaining federal government approvals to be able to make claims that the product's Omega-3 supports normal development of the brain, eyes and nerves, is an excellent source of Selenium (and is antibiotic-free) has meant third party testing and developing a 72-page protocol manual. "It is more involved than people think," says Paul.

The Hills sell their pork at their farm store, through several smaller retailers, mostly in southern Ontario, and to restaurants. At Remark Fresh Markets in London, the pork sells for about a $1 a pound higher for each cut compared to regular pork, says Geoff Smith, the store's meat manager. Sales started out "very slow" but have "grown at least 10 to 15 per cent every year," Smith says.

Paul says interest is growing throughout North America, noting that they recently shipped product to Mexico.

If one large retailer jumps on board "that will be 10 per cent of the Ontario pork population," he says.

Even if a large retailer fails to materialize, Paul anticipates involving other producers under the Willowgrove Hill brand within the next three to five years.

"The whole concept behind this was to bring on third party barns, and also to help other pig farmers become sustainable as well as us, and that is obviously a harder challenge but we will get there." BF