The Art of Animal Welfare

DuBreton Commissions One-of-a-Kind Mural to Encourage Canadians to Choose Better

RIVIÈRE-DU-LOUP, QC, Oct. 5, 2017 /CNW/ - DuBreton, the largest producer of organic and Certified Humane^® pork in Canada and North America, has officially unveiled a new art installation designed to promote animal welfare and created by local Quebec artist Émilie Rondeau. DuBreton ensures its pork is raised in a stress-free environment, and electric batons – which are widely accepted in conventional meat farming – are banned by the Quebec-based company.

Quebec artist Émilie Rondeau, and third-generation president of duBreton Vincent Breton unveiled a new art installation designed to promote animal welfare. The mural transforms electric batons, which were banned by duBreton in 2003, into a constellation that symbolizes the change and evolution towards higher animal welfare standards. (Photo: duBreton) (CNW Group/duBreton)

"In 2003 we made the decision to prohibit the use of electric batons in all elements of our pork production, from farm life to transportation to processing," says Vincent Breton, third-generation president, duBreton. "Over the years, animal welfare has become increasingly more important, and electric batons no longer have a place in our Organic and Certified Humane^® pork."

With a focus on sustainability, duBreton chose to recycle its remaining electric batons by creating a piece of art that would reflect the company's vision and culture. This ensures the electric batons will not be used in the future. The unique mural features electric batons that have been transformed into a constellation that symbolizes the change and evolution towards higher standards of animal welfare, and a pig positioned in a setting that represents a natural, organic and Certified Humane^® environment.

"This work of art, installed on the façade of our duBreton processing facility in Rivière-du-Loup, will remind us every day of our promise to do things better and differently," adds Mr. Breton. "Everyone at duBreton, including all of our partners, commit in writing from their very first day to respect our standards of animal welfare. Now, everyone can see that commitment in real life."

About the Mural
DuBreton believes that Better choices change the world. Electric batons no longer have a place in its Organic and Certified Humane^® pork. With this work of art, duBreton has chosen to transform a negative tool into a positive symbol.

The following explains the five components of the mural:

Pork
Pork is at the center of our mission and our operations. Located in a meadow of greenery, under a starry sky and on a floor covered with straw, it is in a natural, organic and Certified Humane^® environment.

The Sky
Formed in a shimmering square (mirror), the sky becomes a window into the world. It reflects the real sky and is a symbol of adaptation and change.

Electric Batons
The electric batons are transformed into a constellation of stars. Tools that were previously negative, take a positive form. It symbolizes change and evolution and refers to the horizon and the promising future of our organic and Certified Humane^® farms.

Floor
The floor symbolizes the comfort offered to our organic and Certified Humane^® pigs. The colour is akin to the golden straw that covers the floors of our farms. It also symbolizes spring revival, light and joy.

Meadow
The green and metallic gray meadow represents the natural environment offered to the animals in our organic and Certified Humane^® programs. Green is also a colour of hope and renewal.

To learn more about this inspiring piece of artwork, watch the mini documentary on duBreton's YouTube channel: http://bit.ly/duBretonArt

About duBreton^®: A Family Business, A Tradition of Quality
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 world leading pork specialist with farms 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, Asia and Europe. 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 dubreton.com or duBreton^® Twitter, Facebook, or LinkedIn.

SOURCE duBreton

or to arrange an interview with Vincent Breton, President of duBreton®, please contact: Sara Beckford, Strategic Objectives, Email: [email protected], Tel: [phone]