Fédération des Producteurs de Porcs du Québec

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Section I — Basic information

Business Results Period (Consecutive Months): September 2011 – December 2011

Start of Advertising/Communication Effort: September 19, 2011

Base Period as a Benchmark: September 2010 – December 2010

Section II — Situation analysis

a) Overall Assessment

The Fédération des Producteurs de Porcs du Quebec (FPPQ) produces Quebec pork, among the finest pork in the world. This is made possible through the producers' expertise and innovative spirit. As a consequence of breakthrough farming methods, significant animal welfare care and regulated feeding, the Quebec pork that you find on grocery shelves nowadays is very different from the meat available 25 years ago.

However, pork isn't on top of the grocery list. While food habits have radically changed over the years, Quebec consumers' perception about pork is basically unchanged, making them choose protein sources like chicken, or switch to meatless alternatives.