Background and rationale behind the “You can make a difference” Pork industry commercial.
By way of introduction my name is Martin Misener and I am an Ontario Swine Veterinarian. I deal with a very diverse swine production client base that is composed of family farms large and small. Prior to becoming a veterinarian I worked in the swine industry and came from a family owned pig farm.
The current industry crisis is the most severe in recent memory. It is worse than the catastrophe if the late 1970’s when we battled with 24% interest rates. I completely empathize with struggling pork producers and have lived through my parents’ farm bankruptcy. (A casualty of the late 1970’s).
There has been a deafening silence on the promotional front during these hard times and this commercial was produced to help break that silence.
All Canadians are affected by the difficult economic pressures we face and I do believe that individuals can make a difference.
The point of the commercial is to appeal to families to help one another. I believe that the Canadian pork industry family can reach out to the Canadian consumer family. Each segment of our industry can join in the campaign. Donations to food banks, sponsorship of soup kitchens, aggressive retail sales campaigns as well as accelerated advertising will provide a positive message and provide businesses with opportunities.
Please get on board the “You can make a difference” campaign.
Dr. Martin Misener, DVM