SIEMENS SAYS: Canada Packers’ return marks new era in sustainable pork production

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Once Maple Leaf Foods completes the planned separation of its pork business into an independent public entity, the new name for its new pork company will be Canada Packers.

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As someone who’s witnessed the evolution of agriculture and the food industry over the decades, I find Maple Leaf Foods’ decision to revive the Canada Packers’ name fascinating and encouraging. It’s a nod to the past and a strategic move to blend tradition with modern sustainability goals. Seeing a company embrace its history while pushing forward with a clear vision for sustainable pork production is a positive sign for the future of Canadian agriculture.

It gives me hope that the industry can honour its roots while meeting the growing demands of global markets and sustainability challenges.

“We are thrilled to launch Canada Packers as the new name for our future independent pork company,” said Dennis Organ, President of Maple Leaf Foods’ Pork Complex and incoming CEO of Canada Packers. “This choice reflects our deep respect for the history and legacy of this iconic brand while allowing us to bring it forward and blend it with our ambitious vision for the future as a world-leading pork producer.”

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Canada Packers’ heritage in the pork industry stretches back nearly a century, and the new company aims to build on this legacy as a leader focusing on sustainable solutions and global reach.

“Canada Packers is a distinctive, memorable, and authentic name for the new pork company,” said Curtis Frank, President and CEO of Maple Leaf Foods. “While grounded in solid roots that have been an important part of Maple Leaf Foods’ history, Canada Packers also provides a platform for the forward-thinking vision that Dennis and his team have embraced as they chart their next steps as an independent company. We are excited for what the future holds for Canada Packers as we advance plans to complete the separation of the businesses in 2025.”

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The new branding includes elements from its nearly 100-year-old logo, featuring the capital “C” and “P” and a refreshed Canadian flag. The colour palette has shifted from blue and red to natural green and blue tones, symbolizing the company’s commitment to sustainability and connection to Canada’s landscape.

“Leveraging the historical past was key, but not at the expense of the future and progress this brand represents,” added Organ. “The new branding honours these roots while propelling Canada Packers towards a dynamic and innovative future. We expect the new Canada Packers logo and branding to be a beacon for leadership in the fresh food space globally for another hundred years.”

Once independent, both Maple Leaf Foods and Canada Packers will focus on their value-creation strategies while maintaining their leadership in safety and sustainability. Maple Leaf Foods will continue to be a leading consumer packaged goods company. At the same time, Canada Packers will leverage its expertise to grow as a global leader in sustainably produced pork.

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First announced in July 2024, the company expects to spin off Canada Packers as an independent, publicly traded company in 2025.

Independent producer Mara Rozitis of Tache, Man., owner of Signature Swine Solutions, shared her thoughts on the situation, saying, “First, I’m relieved to see it remain Canadian. I was quite concerned that it would be sold to an offshore interest, as Hylife was. Selling off our ability to feed ourselves is always a mistake.”

Rozitis also praised the decision from a business perspective. “Second, I think it’s a brilliant marketing move. The nostalgic name will immediately appeal to the older generations, buying time to rebrand to the new identity.”

Cam Dahl, general manager of Manitoba Pork Council, shared his thoughts on Maple Leaf’s pork division becoming Canada Packers. “It’s kind of reviving the past. I guess it’s sort of like the Jets coming back,” he said. “It’s going to allow the company to focus more on the pork and pig businesses.”

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Dahl said the transition would benefit Manitoba despite initial concerns and questions surrounding the direction of the pork division. While there is still some uncertainty, he maintained that the outcome looks promising for the province’s pork sector.

Some may think he’s viewing the situation too optimistically, but he disagrees. He pointed out that the Brandon plant, which isn’t running at total capacity, will be a focus for Canada Packers. This shift will increase the demand for pigs, which benefits farmers, creates more jobs in the province, and boosts investment. Dahl emphasized that he sees the changes as a positive development for Manitoba.

Bill Alford, general manager at h@ms Marketing Services Co-op in Winnipeg, noted that the news releases don’t provide much detailed information regarding the limited specifics.

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Alford acknowledged it’s business as usual for now but anticipated how the transition to Canada Packers will unfold. He pointed out uncertainties regarding how the pork sector’s spin-off will be structured, including shares and company organization details.

According to the company news release Maple Leaf Foods will hold a 19.9% ownership stake in Canada Packers once the separation is complete. The companies will establish an evergreen pork supply agreement to ensure that Maple Leaf Foods continues to have reliable access to high-quality, sustainably produced pork. At the same time, Canada Packers secures a major North American customer with transactions based on market-driven pricing formulas.

According to other industry sources, there remains uncertainty regarding the details of Maple Leaf Foods’ upcoming ownership changes. While Maple Leaf has stated that it will retain 19% ownership in the new Canada Packers entity, the question of who will own the remaining 80% remains unclear. These sources indicate that both employees and those on the ground are still in the process of learning how the changes will ultimately take shape once finalized in 2025.

— Harry Siemens is a farm journalist, podcaster, speaker, writer and communicator

Have thoughts on what’s going on in Winnipeg, Manitoba, Canada or across the world? Send us a letter to the editor at wpgsun.letters@kleinmedia.ca

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