The Fédération des producteurs de porcs du Québec and Porc du Québec have
reinvented Osso Buco!

LONGUEUIL, QC, Nov. 3 /CNW Telbec/ - The Fédération des producteurs de porcs du Québec (FPPQ) and its registered trademark Le Porc du Québec are once again innovating, this time by promoting a completely new value-added meat cut: pork osso buco. Obtained from the hind shank or "hock", this cut will allow pork enthusiasts to add something new to their culinary repertoire.

"Pork producers are constantly looking for new ideas to meet the needs of consumers," declared Jean-Guy Vincent, the Fédération's president. "In the case of osso buco, the novelty is that the hind shank is sliced and the skin removed for optimum convenience to the consumer."

In addition to osso buco, a series of innovative recipes, using a fresh approach to the "traditional" cuts, is now available on the website leporcduquebec.com. This site contains a wide variety of pork recipes with pictures, information on meat cuts and cooking methods, as well as nutrition information. It also has an easy-to-use index and an efficient search engine, which will facilitate discovering recipes that will tempt and delight the palates of everyone as they gather around the table for a good meal.

Striving for originality

Over the past several years, the Fédération has been working to develop new value-added cuts of pork to satisfy consumer demand and to increase sales on local markets. This new category of meat has become increasingly popular with food retailers in Quebec, as shown by the market interest for "rack of pork", developed jointly by the FPPQ and retailers in recent years. These achievements would not have been possible without the collaboration of grocers.

"We have been working closely with the Fédération to bring to market new cuts that allow us to highlight the quality of Quebec pork," declared Pierre Théroux, head of Meat Marketing for the Quebec division of Sobeys.

"We have received a great deal of collaboration from the Fédération. Their support makes it much easier to develop new meat cuts," emphasized Christian Cléroux, head of Meat Specifications and Development for Metro inc.

Rack of pork, rib-eye and sirloin steaks and sliced pork hocks are all now available in Quebec retail stores. These highlighted cuts are being promoted both for daily cuisine as well as for special occasions.

Pleasurists - unite!

Since the end of September 2009, Quebeckers have experienced an all-new publicity campaign sponsored by the FPPQ entitled the "Pleasurists unite." As part of the campaign, innovative media tools are being used. First of all, realistic and informative vignettes are shown on television. Then, to reinforce these visibly gourmet-orientated clips, Internet and magazine advertisements are used to encourage the Quebec population to join with the Pleasurists in their quest for gastronomic pleasures. To join the movement, one only has to have a spirit of adventure, openness and innovation!

Regarding Le Porc du Québec

Le Porc du Québec is a registered trademark of the FPPQ. Since 1984, the FPPQ has been investing in mass advertising to promote Quebec pork. The Porc du Quebec logo was developed in 1993 and has been used in all the FPPQ publicity since then. Several advertising campaigns have highlighted Quebec imagination and creativity, including "Le cochon à son meilleur" (1993-1997), "Le porc j'adore" (2001-2002) and more recently, "Ose le rose" (2005-2008).

Regarding the FPPQ

The Fédération des producteurs de porcs du Québec represents the interests of 3,900 Quebec pork producers, divided among 12 regional syndicates. The producers raise 7.5 million hogs annually and generate more than 1.5 billion dollars of economic benefits in all regions of the province. In Quebec, pork production employs 24,000 workers and 60 percent of the pork produced is exported to over 75 countries.

www.leporcduquebec.qc.ca.

SOURCE Fédération des producteurs de porcs du Québec

For further information: For further information: Stéphanie Fortin, Public Affairs Advisor, Fédération des producteurs de porcs du Québec, (450) 679-0540, ext. 8542, sfortin@upa.qc.ca; Source: Fédération des producteurs de porcs du Québec; Source: Fédération des producteurs de porcs du Québec