2. Canadian shoppers want to know where their chicken comes from –
and they want this information to come from the farmers themselves.
The time has come for a unifying brand, identifying Canadian chicken.
„„ 88% of Canadians believe that it is important that Canadian chicken be
labelled as such.
„„ 87% believe that it is important that the chicken they buy is Canadian,
not imported.
We’ve made it even easier for consumers to support Canadian chicken
farmers with the new “Raised by a Canadian Farmer” logo. Now, they
can have confidence in where and how their food was raised.
CHICKEN IS CANADA’S
NUMBER ONE MEAT
3. $1.70
CHICKENOMICS
The Canadian chicken industry:
„„ sustains 56,000 jobs
„„ contributes $6.5 billion to Canada’s Gross Domestic Product
„„ pays $1.3 billion in taxes
„„ purchases 2.4 million tons of feed, supporting other farmers in turn
Canada’s chicken farmers are a stabilizing force in rural Canada,
where they reinvest with confidence in their communities. From farm
to plate, we help generate jobs in not only farming and processing,
but in transportation, retail, restaurants, and more as well.
4. WE DELIVER FOR
CANADIANS
WE HAVE MANDATORY, AUDITABLE ON-FARM FOOD SAFETY
AND ANIMAL CARE PROGRAMS.
CANADIAN FAMILIES CAN COUNT ON A STEADY SUPPLY
OF FRESH, NUTRITIOUS CANADIAN CHICKEN.
HOW DO WE DO IT?
CHICKEN FARMERS USE A RISK MANAGEMENT SYSTEM
CALLED “SUPPLY MANAGEMENT”. WITH IT, WE CAN
MATCH WHAT WE PRODUCE TO CANADIAN DEMAND.
So, we figure out how much chicken Canada will need and we
produce that amount.
Supply management lets us ensure that the supply of chicken is stable
and that farmers receive a fair return for their investment and hard work.
Consumers from coast-to-coast get a reliable supply of high-quality
Canadian chicken at reasonable prices.
Supply management also eliminates the need for subsidies.
THAT’S RIGHT, NO SUBSIDIES.
5. “MYTHUNDERSTANDINGS”
TRUTH VS FICTION
FACT THE FARMER’S SHARE IS SMALL
Farmers only receive the average price of about $1.61 per kg, as
the flock leaves the farm.
It’s called the “live price”, most of which goes toward covering
the cost of feed and chicks and it’s the only price chicken farmers
get to negotiate.
It’s not much, but it keeps farms sustainable by covering a
farmer’s cost of production.
$1.61 – that’s not much. To put it another way, the farmer’s share
of a restaurant plate is usually less than the tip!
6. FACT NOT A BARRIER TO TRADE
Canada has successfully negotiated twelve trade agreements with
43 countries since 1994, all of which have all opened up markets
while preserving supply management.
We support a trade model that achieves substantial market access
gains for Canadian agriculture while preserving the integrity of supply
management and are confident that the Government of Canada can
successfully negotiate other agreements on this basis.
In terms of market access…
„„ Canada is the 6th
largest importer of agri-food products in the world,
and the largest on a per capita basis.
„„ We are an open market and the 15th
largest importer of chicken in
the world.
„„ We import more chicken than 6 of the other 11 TPP countries –
COMBINED (U.S., Peru, New Zealand, Australia, Brunei and Malaysia).
Canada can stand proudly behind its market access.
BRUNEIMALAYSIAAUSTRALIAPERU NEWZEALANDNEWZEALANDUSA
7. FACT
FARMERS DON’T HAVE ANY
INFLUENCE ON RETAIL PRICE
That job belongs to retailers and restaurant owners, who charge
what they believe consumers will pay.
Store prices are influenced by things like retailer competition, brand
positioning, cost of competing meats, and store specials, and these
can cause big fluctuations in price.
Comparison shopping has shown that the price of chicken varies
widely from week to week, store to store, and product to product.
THE BIGGEST INFLUENCE ON RETAIL PRICES IN CANADA IS WHERE
AND WHEN YOU SHOP.
Let’s look at the Consumer Price Index:
„„ In the last two years, beef prices rose by 23.1%, pork rose by 18.1%,
and chicken? It only rose by 5.1%. Chicken is consistently the best
value in the meat counter.
In fact, in the past year the live price of chicken has declined by 1.6%
and over the past two years, it is down a huge 9.9%. Clearly, there is
a disconnect between the farmer price and the retail price.
5
10
15
20
BEEF
PORK
CHICKEN
January 13 January 14 January 15
averageretailprice($/kg)
producerprice($/kglive)
1.55
1.65
1.75
1.85
P
RODUC
E
RPRICE
8. SUPPORT FOR SUPPLY
MANAGEMENT IS IMPORTANT
CANADIANS BELIEVE IN SUPPORTING THEIR
CHICKEN FARMERS, AND 81% AGREE THAT IT IS
IMPORTANT THAT THE CANADIAN GOVERNMENT
ACTIVELY DEFEND THEIR INTERESTS.
We feed Canadians while contributing to countless communities by
creating jobs and supporting local economies. A healthy national
economy depends on successful urban and rural economies.
THANK YOU FOR YOUR
ONGOING SUPPORT
CHICKEN FARMERS OF CANADA
350 SPARKS STREET, SUITE 1007 OTTAWA ON K1R 7S8
COMMUNICATIONS@CHICKEN.CA
CHICKENFARMERS.CA
