Leaders at Alberta Pork hope to ring in its 50th anniversary with a pricing scheme that will finally give producers a fair share of the income from their hogs.
At semi-annual meetings held with producers during the first week of March, Chair Dan Majeau and executive director Darcy Fitzgerald spoke about the efforts now underway to bring packers and producers together to create a “Made in Canada” pricing scheme.
“We all know . . . it’s time for change. How many times have you heard this?” Majeau said during his presentation.
“Packers and producers need to build a new relationship in order to move our industry forward. It starts with sharing the value of the pig. It’s been talked about. We always hear there’s nothing in it.
“Well, if there’s nothing there to share, I need to know, because then I can make a decision.
“If you’re telling me that we are the third-lowest-cost producer in the world, raising – especially in this province – the highest-value and most sought-after carcass in the world; being rewarded by being paid the lowest in North America, and there’s nothing left in there that I need to know.
“If not, we’ve got to figure this out because there are missed opportunities right now.
“What we lack is a plan.”
Majeau outlined effort across the country to hack out just such a plan, starting with a commissioned study that will look at the potential for creating a new pricing model in Canada.
The study was commissioned by a group of industry representatives, including Alberta Pork that was formed in response to demands that producers get some value back for participating in Canadian Pork Excellence. Alberta Pork passed a resolution at its annual general meeting late last year, asking for a $7 premium on CPE pork. Other provinces are asking as little as $5 or as much as $12.
The pricing study is now underway, with findings and recommendations to come back to the committee in July, said Majeau.
“As an industry, we have to figure this out. With all the positive things we have going, it’s just terrible that we don’t sit around the table and talk it out. Alberta producers are trying various options. We don’t know what will happen with the price study, but are hoping to get the industry moving forward,” he said.
Fitzgerald said that, while Made-in-Canada pricing has been talked about for years, it has never come as far.

“We’re on the cusp and I think, if it doesn’t happen now, it never will,” he said.
“We’re at the point now where everybody knows this needs to be fixed.”
He and Majeau both stressed the value of CPE, which evolved from the Canadian Quality Assurance program. Canada’s effort to produce superior pork under ideal conditions has earned a reputation in key markets, including Costco in Japan. The effort now is to make sure producers see the benefit of those successes, said Fitzgerald.
“It’s our 50th anniversary this year. This better be the year you guys see some positive stuff and some focus.”
Mark your calendars for the Alberta Pork Annual General Meeting Thursday November 21st. •
— By Brenda Kossowan