The Strategy

According to the most recent Eurostat data, European pork production by 2030 should be around 48 million tons. The sector is therefore of great importance to the European Union (EU) and it represents a significant part of the value of EU agricultural production. Considering that internal meat consumption will continue to gradually reduce over the next few years, exports to third countries (especially to the Asian continent) will be essential. Specifically for pork, the EU represents the second production area in the world (with a share of 19.76%) and the outlook between now and 2030 foresees a fairly stable production, while as regards consumption, a reduction in internal consumption and an increase in global demand is expected. The sector therefore plays an important role in the rural economy of the EU, but also in terms of exportation

In recent years, the pork production sector has faced important changes both in terms of production capacity, adapting to animal welfare regulations in addition to the developing dictates relating to the Green Deal and the Farm to Fork Strategy, and in terms of commercial prospects.This is the context of the action “EAT & THINK PINK CANADA – Say yes to the Best, Eat European Pig Meat” which has a European dimension both in terms of message content and impact. In fact, in line with the strategic objectives set by the European Commission under Regulation (EU) 1144/2014, it is proposed to increase the knowledge and reputation of pork and its derivatives among operators and consumers in Canada, the main target groups of the program. During the 3 years of action, through this project, the European message will be disseminated to over 12.650.000 Canadian operators and consumers (see Section expected impact indicators in the project) according to the strategy and messages described in the section expected impact indicator, with the specific objective of the OPAS Product Organization to kickstart the exports of its products to the target market and with the consequent objective of further strengthening and promoting the image of the European pork sector and bringing benefits to other European producers (in the section Impact indicators expected in the project which is expected to be achieved at the end of the action). Therefore, it has significant scope and coverage.