Blog: Building on success and connecting British pork with Canadian buyers

From 29 April to 1 May, we joined over 1,000 exhibitors and thousands of buyers from across the globe to showcase the very best of what the UK has to offer.

Last month, I had the privilege of representing AHDB at SIAL Canada in Toronto – one of the most influential food industry events in North America.

While SIAL spans a broad spectrum of food categories, our focus was clear: to highlight the strength of British red meat exports – particularly pork – to Canada and beyond.

These events are not just exhibitions, they are platforms for forging relationships, understanding market needs and positioning UK pork alongside global competition.

Canada is fast becoming a market of real strategic value. Last year, we saw a 10% increase in pork export volumes, reaching 1,138 tonnes. More strikingly, the value of those exports more than doubled to £5m – a clear reflection of our product’s rising reputation and demand for premium cuts.

But Canada’s current trade landscape is shaped by more than just consumer trends. The Trump administration’s threat of punitive tariffs on Canadian imports rattled the country and raised deeper questions of sovereignty. One of the unexpected outcomes was a patriotic, buy-Canadian movement, with sourcing – especially for fresh meat – now a critical consideration for Canadian consumers and retailers alike.

At SIAL, we noticed this shift first-hand. Canadian companies and international buyers alike expressed a strong desire to diversify their supply chains. Many told us explicitly that they were looking beyond traditional markets – including the USA – to avoid over-reliance.

New opportunities for British exporters

Our exporters had a number of quality meetings with Canadian buyers seeking new partnerships. These conversations were not only commercially productive but underscored the growing alignment between UK producers and Canadian values – especially in areas like provenance, sustainability and health.

Despite changing dietary trends and rising prices, Canadians remain passionate about meat. According to Statista, revenue in Canada’s fresh meat market is projected to reach US$12.15 billion in 2025, with annual growth of over 4% expected through to 2030.

However, what’s driving purchases is evolving. While price remains important, sourcing and health credentials are becoming equally vital.

Canadian consumers increasingly seek out products that reflect their values. According to Thompson of Ipsos, the top priorities of those shopping for fresh meat are:

• Made in Canada
• All natural
• Organic
• Premium
• Free from antibiotics/hormones
• Grass-fed

This focus on clean, traceable production offers a strong match with UK pork, known for its high welfare and assurance standards.

Our activity at SIAL Canada

Our stand at SIAL featured live butchery demonstrations led by Trade Butchery Manager Martin Eccles and attracted strong interest across our red meat range.

Pork remained the star of the show, with buyers particularly engaged by its versatility, quality and potential for tailored cuts.

The wider event also included the Four Nations Celebration dinner, hosted by the Department for Business and Trade – a chance to reinforce our commitment to this growing partnership.

Market development is about more than today’s orders, it’s about long-term value creation. Expanding export routes helps maintain carcase balance and drives stronger returns for UK pig producers. But it takes continued presence and effort – and events like SIAL Canada are essential to that mission.

Our international calendar continued with a ‘pasture to plate’ UK inward mission this week, and we have plans for events in the autumn, which include the Americas Food & Beverage show in Miami (10–12 September), Anuga in Cologne (4–8 October) and a British Meat Dinner on 6 October.

The future of British pork is global – and Canada is proving to be a key part of that journey.