Client Feature:

Manitoba Pork Council
Organization representing and working for the Manitoba pork industry

Overview
Edge has been working with the Manitoba Pork Council since the beginning of 2009. In that short time, we have become experts on this local and international industry and its issues. We were originally hired to develop a “sustainability strategy.” After a few months of research and developing, Edge presented the strategy to the Council.

The ultimate goal of the strategy is the return to sustainability for Manitoba’s pork industry. Our research uncovered many factors leading to its downturn. With this information in hand, we were able to establish a plan that would steer the industry in the required direction.

By looking at other countries with strong pork production, Manitoba’s current situation and conceptualizing new tactics, Edge developed a plan and “Critical Path” that when followed, will create a once again thriving and sustainable industry.

Industry
The pork industry is one of Manitoba’s largest industries, providing huge economic benefit to the province and Manitobans. Challenged by negative public opinion and misleading media representation, Manitoba Pork Council hired Edge to develop a marketing strategy that included a communications and public relations strategy that would reposition the Manitoba pork industry, ensuring a strong future.

Edge objectives:
• To bring about public pride, and a feeling of ownership in the Manitoba hog farming industry
• To bring about positive agriculture awareness
• To build opportunities for the hog farming industry to become proactive in creating a climate of acceptance and appreciation within the Manitoba public
• To change the position of the Manitoba pork industry from a defensive position to an offensive position
• To cultivate an atmosphere within Manitoba that allows the pork industry to grow

Edge solutions:
• An education strategy that would grow the public awareness, understanding and appreciation for the industry and its importance in the economic health of the province
• A branding strategy that would grow public pride of the industry thus providing for Manitobans to see themselves as stakeholders in the industry
• A public relations and communications strategy that would focus on the true and positive effects and attributes of the industry; taking an offensive position rather than continuing communications campaigns in the defensive position
• A marketing strategy that would involve the industry itself in building positive public attitude – farmers becoming stakeholders in the marketing strategy – to ensure positive change in the public perception and retrain the mindset of Manitobans toward the industry
• An advertising and promotional strategy that would provide the tools to put power and punch into the marketing, education, branding, public relations and communications strategies

Based on these solutions, Edge developed an effective plan for:
• Industry development
• Industry and product branding
• Market positioning/branding
• Traditional advertising
• Public relations
• Publicity
• Partnerships

Retail
Because of our knowledge, interest and passion, Manitoba Pork Council quickly turned to Edge for many of their retail / end consumer initiatives as well. It has been a great honour working with the Council on this aspect of the industry.

Being foodies, local business supporters and in some cases, growing up in rural Manitoba, it has been a pleasure promoting “the world’s best pork” to Manitobans.

Our local success has also led Edge to a national retail focus. Pork Marketing Canada, representing all of Canada’s pork councils, are using Edge projects for their national promotions. We hope to be working with the organization on future projects.

Enclosed in this package, you will find many examples of the projects we have developed with an industry and retail focus for Manitoba’s pork industry, as well as other food related clients.