MAKING THE Case-in-Point

摘要

To brand or not to brand―it's undoubtedly the marketing question du jour for the Canadian case-ready fresh meat and poultry industry. The truth is that there is no one correct answer for each and every meat products company out there. But for Maple Leaf Foods, and for its Oakville, Ont.-based division Maple Leaf Pork, at least, the answer is a resounding yes: developing branded products is their focus and raison d'etre. Maple Leaf Pork and, by extension, its Stoney Creek, Ont.-based case-ready facility have demonstrated much determination and commitment to the cause recently with the launch of a new line of Maple Leaf pork products under the Medallion Naturally label. The launch of the 15 different Maple Leaf Medallion Naturally fresh pork products in March―to be followed with the launch of an additional 10 new marinated pork products this month―are all end-products of sort of the Maple Leaf Pork's guiding principle of "wanting to have unique products in the marketplace, wanting to have innovative products, and interesting products to benefit both the retailer and the consumer," according to the company's director of case-ready business development Denis Dineen.