DuBreton, All-Canadian Farming Innovator, Industry Leader and #1 Organic Pork Producer in North America, is Transforming Pig Farming as it Achieves Major Milestone of Raising More Than 340,000 Crate-Free Pigs

Company is Proving Humane Farming Practices are Good for Animals, the Environment, Business and Exactly What Consumers Want

RIVIERE-DU-LOUP, QC, Oct. 4, 2018 /CNW/ - DuBreton, third-generation family farming business at the forefront of Certified Humane^® and organic pork production in Canada and North America, announced today it has achieved a world-wide milestone by surpassing its commitment to raise 300,000 crate-free pigs in three years. This unprecedented move is one of the biggest announcements ever in advancing crate-free pork and represents an investment of more than $40 million to achieve more humane farming practices. This achievement firmly establishes Canada as a global leader in the ethical production of pork and makes duBreton an international role model for respectful agricultural practices, and for helping to save small family farms through artisanal pork production.

Pigs enjoying a crate-free environment on a certified organic duBreton farm (CNW Group/duBreton)

To achieve its goal, duBreton did what no producer had ever done before by working with recognized and credible third-party animal welfare certifying organizations including Certified Humane^®, the Global Animal Partnership (GAP) 5-Step Animal Welfare Program and Canada Organic, and investing in its network of family farms. This includes:

• Ninety-three existing barns were transformed to meet Certified Humane^® and GAP 5-step farming standards, 72 of which meet both Canada Organic and USDA Organic standards
• Twenty-two new barns were built to meet Certified Humane^®, and GAP 5-step farming standards, 21 of which also meet Canada Organic and USDA Organic standards
• Two dozen (24) new organic pork farmers were brought into the business

To learn more, click HERE to download the duBreton Difference Infographic.

DuBreton has a network of more than 300 family farms in Ontario and Quebec that meet the high standards for Certified Humane^® and organic pork production. DuBreton provides these farmers with a viable business alternative to selling out to big corporate factory farms. DuBreton enables the farmers to maintain their autonomy, increase their profitability and secure their future success. The farmers are always compensated fairly, without the risk of the uncontrollable highs and lows of pricing in the pork commodity market.

By choosing duBreton pork, Canadian consumers are voting with their wallets to support independent family farms and the best animal welfare and organic farming practices.

"While traditional, conventional or commodity pork farms have pigs that live in crates that are only 14 square feet, our farms in the duBreton network are crate-free and allow the animals to live in groups with plenty of space to engage in their natural behaviours," says Vincent Breton, third-generation president of duBreton. "We work with like-minded family farmers who believe in the duBreton values and principles of putting the animals, human health and the environment first. We're changing the face of Certified Humane^® and organic pork production in North America one farm and one pig at a time."

"DuBreton is setting the standard for ethically produced pork in Canada, throughout North America and around the world," says Adele Douglass, founding executive director of Humane Farm Animal Care, the non-profit organization that grants the Certified Humane^® certification. "We started working with duBreton in 2003 to begin the certification process and they were the very first pork company in Canada to receive Certified Humane^® status. Consumer demand for meat that is ethically and sustainably raised is continuing to grow, and duBreton has been vital to advancing the pork industry. I, and everyone at Certified Humane^®, congratulate duBreton on its major achievement of raising more than 340,000 pigs in crate-free environments."

DuBreton Allows Pigs to be Pigs
Animal welfare practices relating to the meat we eat is a growing concern of Canadians. A duBreton survey^† reveals that more than two-thirds (67 per cent) are concerned about the ethical treatment of animals. DuBreton believes in investing in organic and crate-free production because the demand for Certified Humane^® and organic pork is outpacing supply and retailers cannot fulfill the consumer demand.

All of duBreton's pork is from pigs that are raised with a simple philosophy: Allow pigs to be pigs! The products are from pigs that are raised without the use of antibiotics* in crate-free environments with more space, less noise and better air quality. They are fed a high-quality grain diet that contains no animal by-products, and the animals have free access to shelter and hay or straw bedded resting areas as well as the space and ability to engage in natural behaviours.

To show Canadians how it raises and treats its pigs, duBreton created Life of Pigs, a consumer-friendly website at www.LifeOfPigs.com. Featuring short animated videos, Life of Pigs focuses on the differences between pork that has been raised to the Certified Humane^® and Canada Organic standards and conventionally-farmed pork.

To find out more about how duBreton is raising its animals click HERE to download the duBreton Difference Pork Fact Sheet and watch the Life of Pigs Certified Humane^® video and Organic video.

New duBreton Product Labels Provide Clear Information in Black and White
DuBreton appreciates its important role in helping consumers understand that raising pigs with respect means less stress on the animals and results in higher quality, and better-tasting pork. That's why duBreton has changed its labels to provide Canadians with clear information about its products and is unveiling a new Black and White product label to ensure there is no confusion at the grocery store. Whether on duBreton's famous Bacon, Sliced Ham, Sausages, Ground Pork or Fresh Pork Cuts, the new labels make it easy for consumers to understand product attributes and how the pigs are raised.

The new labels also proudly display the Certified Humane^® and Canada Organic certifications on products. DuBreton also meets the Global Animal Partnership (GAP) 5-step program standards, a mandatory program adopted by Whole Foods Market that recognizes farmers and ranchers that exceed industry standards and strive to continuously improve animal welfare.

"While many other meat brands make marketing claims such as 'humanely raised' or 'ethically farmed' to sell their products, the Canadian government does not currently regulate animal welfare claims. There will finally be animal welfare standards in Canada in the year 2024, but that is a very long time away, and consumers need to be wary of brands that make marketing claims without sharing facts," cautions Mr. Breton. "It's important that Canadians look beyond the label and educate themselves about animal welfare standards to truly understand where their products come from and how they are raised."

Better Choices Change the World: Pledge Your Support for Better Animal Welfare Standards and choose Certified Humane^® and Organic Pork
DuBreton Certified Humane^® and organic pork products can be found at major grocery stores and specialty organic and natural health retailers, including Whole Foods, Longo's, Metro, Farm Boy, Organic Garage, The Big Carrot, Nature's Emporium, Starsky Fine Foods, Sobeys and other purveyors of fine foods.

About duBreton: A Family Business, A Tradition of Quality, A Commitment to a Better World
The year 1944 marked the beginning of a new company built by a passionate young farming couple named Napoleon and Adrienne Breton. Over time and through acquisitions and development of other companies, the Breton Tradition 1944 became one of the jewels of Quebec agri-food production, particularly in the pork sector. Now a leading pork specialist with farming in both Quebec and Ontario, duBreton's^® goal is to satisfy the tastes of the best chefs, restaurants and homes throughout Canada, the United States and Asia. DuBreton^® offers a complete range of the highest quality pork products from pigs raised and processed to the highest standards of quality and animal care. DuBreton's^® Rustic Farm Pork and Organic lines have an increased focus on humane farming techniques and respect the animals' natural development and environment.

For more information, please visit LifeOfPigs.com, duBreton.com or duBreton's Twitter, Facebook, Instagram, YouTube or LinkedIn  

*If an animal gets sick, the farmer is allowed to treat it, however it is automatically removed from duBreton's Certified Humane^® and organic pork supply.

^†The survey was commissioned by duBreton through MARU/VCR+C from July 5 to July 6, 2017 as an online survey among 1,521 randomly selected Canadians. 1,439 respondents identified themselves as someone that eats meat. The margin of error—which measures sampling variability—is +/-2.5%, 19 times out of 20. The results have been statistically weighted according to the most current education, age, gender and region Census data to ensure samples are representative of the Canadian adult population.

SOURCE duBreton

or to arrange an interview with Vincent Breton, president of duBreton, please contact: Sara Beckford at Strategic Objectives. Email: [email protected], Tel: [phone], Ext. 275; Cell: 416.262.7241