BANFF, Alta. – Adding value to pork chops means more than gluing a
brand name to store packages.
“Branding products takes a lot of focus, a lot of energy, a lot of
money, a lot of commitment to get a recognized branded product to the
store shelf,” said Gary Stott, hog buyer for Maple Leaf Pork.
The company is launching a new program in March called Maple Leaf
Medallion Natural. The program will start in Ontario and likely go
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The company places strict demands on producers who supply pork under
the program and producers receive feedback on hog performance at the
packing plant. They also get advice on the farm on how to better fit
the company’s specifications.
“This will allow us to develop new, innovative programs based on
consumer preferences,” said Stott at the Banff pork seminar.
“If the industry gets together to develop relationships, we can do a
lot as an industry.”
Hogs entering the Medallion Natural program must be fed vegetable
protein and grain – no animal byproducts. Producers must sign a
five-year contract that guarantees the hogs are part of the Canadian
quality assurance program. An accredited quality assurance validator
must audit each participating farm.
In addition, the company expects a consistent supply of quality hogs
each week.
“It all starts with having a consistent supply of raw material coming
in before we can take any of these other steps,” said Stott.
Maple Leaf already has a successful branded poultry program and hopes
to build a following of customers for its pork products.
The latest program is an extension of the Maple Leaf Signature Pork
program that contracts with producers to assure quality and consistency
of their product. It has been offered to western hog producers for
about 18 months.
Signature programs offer formula pricing on a grid. Producers must meet
certain specifications to fit into the program including membership in
the quality assurance program.
Producers can choose the program that suits them with contracts that
vary in length from one to five years.
