Very good.
Merci, Jean-Guy.
Good afternoon. Thanks for this opportunity. I'd like to speak a little bit about Canada Pork International.
The pork industry's exports have skyrocketed in the past 20 years. We are now very export-dependent. Market access is therefore very critical.
The swine industry's interest must be reflected in Canada's trade negotiations with Europe, with its 500 million people; with the Trans-Pacific Partnership, which represents 30% of the world's GDP; and as well with Korea and Japan, which already have some success stories with us.
CPI is Canada's face in our export markets. It is aggressively operating in priority foreign markets by differentiating the Canadian pork industry, particularly in relation to food safety and meat quality.
CPI understands market requirements, develops competitive intelligence, addresses logistical barriers to entry, and implements comprehensive market development activities that enable increased pork sales. However, a key factor in the ongoing recovery of our sector is sustaining our global market share of pork sales and developing existing and new markets.
The federal government provided the pork industry with a multi-year funding arrangement currently managed by Canada Pork International, which is often referred to as the international pork marketing fund. This funding was used to implement a long-term strategy to increase and diversify market sales for Canadian pork.
This fund has been a tremendous success in our sector. In Japan and in other markets around the world, the international pork marketing fund complements the government's trade agenda. Furthermore, we can clearly demonstrate to the government that we have been successful in implementing this fund. We need the government's continued support through a renewal of this fund for another four years.
Canada's pork exports in 2011 were $3.2 billion worth of product to more than 140 countries. We're a major player, Canada. We have to continue to focus on that and grow that.
Unfortunately, Canada's national market has not reached the same success as our international trade. The consumption of pork has plummeted in Canada, by 16% in the past 10 years. To make matters worse, imports have risen dramatically. Consequently, total consumption of Canada pork has declined by 32% in a decade.
CPI is planning for a national development approach that is similar to the proven methods it has implemented overseas. Initiatives would be designed to increase Canadian pork in Canadian retail and food services channels.
I'd like to talk about the CPC's strategic plan.