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contents

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departments

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Editorial

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News File

11 Show Preview What’s new for SIAL Canada and a focus on local 12 Marketing Trends Political winds continue to affect prices 13 Food Law Natural claims on labels could get complicated 14 Regulatory Affairs Canada Dry is facing a lawsuit over labelling claim

features 16 Keeping meat on the plate How Canada’s meat groups are promoting products this year in light of Canada’s new Food Guide

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21 The Green Rush How Canadian companies are capitalizing on cannabis’s next wave: value-added products 24 Packaging equipment – Conveyors The shift to outcome-based inspection

in this issue Accent Alimentaire sur le Québec 27 Nouvelles 30 Rapport sur la viande Cover photo courtesy of Canada Pork International

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MARCH 2019

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15 Focus on Food Safety Canadian initiatives in food safety 34

New Products The latest new products

EDITORIAL Kristy Nudds

Missing the mark The much anticipated update to Canada’s Food Guide was finally revealed by Health Canada on January 22, and triggered mixed reactions from the food and agriculture sector. Whether the new guide was criticized, praised, or viewed as a potential threat was dependent upon how each sector is portrayed in the new Guide.

The 2019 update has some significant changes — gone are the traditional four food groups and recommendations for specific serving sizes. Instead, Canadians are encouraged to “make it a habit to eat a variety of healthy foods each day.” This can be achieved, according to Health Canada, by eating plenty of vegetables and fruits, whole grain food and protein foods, but plant-based proteins should be chosen more often. Highly processed foods should be limited; if chosen, consumers are encouraged to eat them in infrequently and in smaller amounts to avoid excess intakes of sodium, sugars and saturated fat.

Water should be the drink of choice, and Health Canada warns consumers to “be aware that food marketing can influence your choices.”

The traditional serving recommendations such as one cup of vegetables, a slice of cheese or three ounces of meat have been replaced by a simple visual showing a dinner plate. Half of the plate contains a variety of fruits and vegetables, and the other remaining half is divided equally with one quarter of the plate containing protein foods and the other quarter whole grains.

While this plate concept is meant to make it easy for consumers to understand how they should be eating, it’s clear that

plant-based foods are the favoured choice in the protein category.

Meat and dairy groups were not pleased to be relegated into a category with nuts, lentils and tofu and were quick to release statements the same day as the Food Guide launch, pointing out what they felt were flaws in Health Canada’s simplified recommendations.

The Canadian Cattlemen’s Association (CCA) and the Dairy Farmers of Canada (DFC) both felt that Health Canada missed the mark on informing consumers on the nutritional benefits of red meat and dairy products. In its statement the CCA said, “it would be unfortunate if Canadians interpret this bias toward plant-based proteins as a signal to remove red meat from their diets. Dietary advice to reduce red meat consumption could put some Canadians at risk of iron, zinc, vitamin B12 deficiencies and inadequate protein intake.”

In its statement the DFC encouraged Canadians to consider the fact that dairy products are a “key source of six of the eight nutrients that most Canadians already fall short of: calcium, magnesium, zinc, vitamin A, vitamin D, and potassium.”

Discouraging the consumption of processed foods is also unrealistic and unfair, according to the Food and Consumer Products of Canada (FCPC), which represents Canadian food and beverage manufacturers. It believes the Food Guide fails to understand consumer demand for convenience.

“The reality is that people are time starved,” said Michael Graydon, CEO, FCPC in a press release. “People are looking for tasty, convenient, affordable

and nutritious products to feed their families and our members will continue to respond to consumer needs.”

As the FCPC noted in its release, the organization could have helped Health Canada by providing consumer insights, as well as how to use labelling as a tool for disseminating relevant nutrition information to ensure the new Food Guide’s educational messages resonate with Canadians. The fact that food and beverage processors in Canada have already been responding to consumer demands for less sodium, fat and sugar for some time was completely ignored.

Although Health Canada purposely chose not to consult industry groups when creating the new Guide to avoid conflicts of interest, it failed in its attempt to provide guidance that will be achievable for many Canadians. It’s now up to Canada’s food industry to share the burden of educating consumers on how their products fit into Health Canada’s concept of a healthy diet.

Kristy Nudds knudds@foodincanada.com

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Canada’s first naturally sourced, traceable yogurt Danone has launched its first flavoured yogurt made with 100 per cent natural source ingredients and no added sugar or artificial sweeteners, a first on the Canadian market. Danone has partnered with Nutrinor Cooperative, ensuring 100 per cent of the fresh milk used in this new yogurt is sourced from a small network of Canadian dairy farms. The partnership allows Danone to trace its fresh milk supply, giving consumers the confidence that their yogurt comes from local producers.

It’s available in six flavours — Blueberry, Cherry, Peach Mango, Raspberry, Plain and Vanilla.

News> file Manitoba Harvest to be acquired by Tilray Hemp food and supplement manufacturer, Manitoba Harvest, has entered into a definitive agreement to be acquired by Tilray, a global leader in cannabis research, cultivation, processing and distribution.

This first-of-its kind acquisition unites a cannabis pioneer with a leading natural food CPG company to create hemp and CBD-infused food and wellness products for North America.

Together, Tilray and Manitoba Harvest plan to grow both companies’ revenue while bringing nutritious hemp foods and supplements to more households across the U.S. and Canada.

The acquisition will expand Tilray’s product portfolio into the natural foods category and bring Manitoba Harvest expertise in working with cannabinoids, including cannabidiol (CBD). By leveraging Manitoba Harvest’s established distribution network, Tilray plans to accelerate its expansion into the U.S. and Canadian markets, where legal, for CBD products. Manitoba Harvest also brings to Tilray an experienced team and manufacturing capabilities, including the addition of two high quality BRC AA+ certified manufacturing facilities as well as significant sales and distribution capabilities.

Upon completion of the acquisition, Manitoba Harvest will operate as a wholly-owned subsidiary of Tilray,

6 MARCH 2019

leveraging the Tilray team’s global cannabis industry expertise and other strategic partners. Manitoba Harvest will continue to operate its seed-to-shelf supply chain model and leverage its retail relationships across North America. Tilray and Manitoba Harvest will also work together to develop innovative new CBD wellness products and hempbased consumer food products.

Seafood mislabelling persists throughout Canada’s supply chain Not only does Canada continue to have a problem with fish mislabelling, but that problem persists throughout the supply chain, according to a first-ever study by University of Guelph researchers.

In a new study, U of G researchers found 32 per cent of fish were mislabelled and the number of incorrectly identified samples became compounded as the samples moved through the food system.

“We’ve been doing seafood fraud studies for a decade,” said Prof. Robert Hanner, study’s lead author. “We know there are problems. But this is the first study to move beyond that and look at where the problems are happening throughout the food supply chain.”

The findings reveal that mislabelling happens before fish are imported into Canada, as well as throughout the supply chain, Hanner added.

“It seems it’s not isolated to foreign markets, but it’s also happening at home.

The Canadian Food Inspection Agency (CFIA)

has partnered with us to actively find solutions to this persistent problem,” said the integrative biology professor.

Published recently in the journal Food Research International, the study was conducted in collaboration with the Canadian Food Inspection Agency (CFIA).

U of G researchers examined 203 samples from 12 key targeted species collected from various importers, processing plants and retailers in Ontario. Of the samples, 141 (69.5 per cent) were from retailers, 51 (25 per cent) from importers and 11 (5.5 per cent) from processing plants.

Researchers identified the samples using DNA barcoding. Developed at U of G, DNA barcoding allows scientists to determine species of organisms using a short, standardized region of genetic material.

The findings revealed 32 per cent of the samples overall were mislabelled. The mislabelling rate was 17.6 per cent at the import stage, 27.3 per cent at processing plants and 38.1 per cent at retailers.

“The higher mislabelling rate in samples collected from retailers, compared to that for samples collected from importers, indicates the role of distribution and repackaging in seafood mislabelling,” said Hanner.

He points to a few reasons for the problem.

“It’s either economically motivated, meaning cheaper fish are being purposely mislabelled as more expensive fish. Or it’s inconsistent labelling regulations between

countries and the use of broader common names being used to label fish instead of scientific species names that are leading to mislabelling.”

In both Canada and the U.S., fish are labelled using a common name rather than a specific scientific name.

For example, a variety of species may be sold as tuna, although different species can significantly vary in price.

“It creates ambiguity and opens the door for fraud or honest mistakes,” he said. “It also makes it more difficult to track species at risk or indicate if a fish is a species that has higher mercury content. At the end of the day, Canadian consumers don’t really know what type of fish they are eating.”

European countries that recently included species names along with common names have seen less fraud, he added.

That might help curb the problem with fish imports, Hanner said, but this new study shows a need for verification testing at multiple points along the supply chain.

“The next step would be to follow one package from import to wholesale to retail and see what happens.”

SPUD.ca launches first fresh e-commerce marketplace in Canada Sustainable Produce Urban Delivery Inc. (SPUD) announced the launch of Be Fresh Marketplace, a fresh digital platform for local artisans, small shops and independent grocers to sell online with consolidated delivery. The effort comes as small local food brands struggle to move past geographic constraints and high rents to find a sustainable e-commerce solution that meets their needs. SPUD is utilizing its industry-leading technology in grocery e-commerce, warehousing and home delivery to increase the accessibility of e-commerce for local food companies.

“Small food businesses are an important part of our company and the vitality of the cities we live in. It is really hard for these amazing fresh food companies to create an online shopping experience on their own,” said Peter van Stolk, CEO at SPUD.ca. “We are committed to local and working with these businesses to adapt to the digital age.”

Several local shops in Calgary have already benefited from the Be Fresh Marketplace during the company’s pilot test in January. Be Fresh Marketplace leverages SPUD.ca’s hightraffic e-commerce website to offer other local sellers a fast way to create an online store and start selling their products.

The marketplace will utilize the sustainable fulfillment technology of SPUD’s food delivery platform, Food-X Urban Delivery, to consolidate orders and deliver to customers.

Be Fresh Marketplace has launched in Vancouver and Calgary and is expected to rapidly grow in 2019 to support more than 500 local companies and thousands of specialty items by the end of the calendar year. Local food shops, independent grocers and artisanal brands can inquire online or by contacting SPUD.ca directly.

Canadian Agricultural Strategic Priorities Program announced The federal government has announced the new Canadian Agricultural Strategic Priorities Program (CASPP), an investment of $50.3 million over five years to help the agricultural sector adapt and remain competitive. The new program replaces the Canadian Agricultural Adaptation Program.

Funding available through this program will help facilitate the sector’s ability to address emerging issues and capitalize on opportunities.

The CASPP focuses on four priority areas: adoption of new technology; environmental sustainability; strategic development and capacity building; and, emerging issues. Examples of potential projects could include those addressing artificial intelligence technology, tools to assess future labour and skills needs, bio-crops, environmentally sustainable farming techniques and strategies to help the sector adapt to changes in consumer preferences.

Applicants may apply at any point during the life of the program, until available funds have been fully allocated. Projects must be national in scope or deal with cross-sectoral issues. Applications for the program are now being accepted online.

FOODINCANADA.COM

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NEWS FILE

PEOPLE ON THE MOVE > Siddika Mithani has been appointed president of the Canadian Food Inspection Agency Mithani

(CFIA). Mithani will

be leaving her post as president of the Public Health Agency of Canada, a position she has held since 2016.

Mithani began her career in Canada’s civil service in 1997, starting as a scientific evaluator for Health Canada, eventually becoming a director general in the department’s Veterinary Drugs Directorate before being promoted to associate assistant deputy minister of the health products and food branch.

Since 2010, she has been assistant deputy minister (ADM) with Fisheries and Oceans, an ADM with Agriculture and Agri-Food Canada (AAFC) and ADM at Environment Canada before taking over at PHAC. > Victoria Frazier has been promoted to Vice President of Sales for Food Safety Net Services Frazier

(FSNS). Frazier

brings a wealth of leadership and intelligence from her many years of experience with FSNS. As Vice President of Sales, Frazier will oversee and mentor the sales team at FSNS. Prior to her promotion, Frazier held the position of Director of Corporate Sales and Training. Frazier began her career with FSNS over seven years ago and received her Bachelor of Science in Environmental Science from the University of Arizona. While working at FSNS, Frazier participated in the tuition reimbursement program and received a Master of Science through Kansas State University and a Master of Business Administration from Louisiana State University.

8 MARCH 2019

Starbucks Canada commits to rescuing 100 per cent of food available for donation Starbucks Canada has announced the launch of Starbucks FoodShare, a national effort to provide nourishing, ready-to-eat meals to people in need.

The company is making a commitment to rescue 100 per cent of food available for donation from its more than 1,100 company-owned stores. Building on a successful pilot with Second Harvest, the program launched in Ontario with more than 250 stores participating in the GTA on February 22. Starbucks is actively working to expand the program to even more cities and provinces, with a goal to have a national solution in place by 2021.

In Canada, the company has always donated unsold pastries and baked goods but wanted to do more.

Starbucks invested in research and quality assurance testing to develop a sector-leading program to safely donate chilled and perishable food to those in need. Now, nourishing items like breakfast sandwiches, paninis, protein boxes, salads, yogurt, milk and dairy alternatives like soy and coconut, can be safely donated and enjoyed by those in need.

Starbucks FoodShare has identified guidelines and developed training on maintaining the temperature, texture and flavour of this food, so that when it reaches a person in need, they can safely enjoy it. In turn, Second Harvest will work with local community groups across the province who will collect the food to ensure these food safety standards are met.

In addition to combatting hunger, the Starbucks FoodShare program will divert food surplus from landfills, helping to minimize the company’s environmental footprint.

The Canadian Export Business awards rebrands The Agri-Food Export Group has announced the opening of the 2019 Alizés Awards application period. The Alizés Awards is the successor to the Canadian Export Business Award which has been awarded by the association for the past 12 years. The Alizés Awards celebrate the excellence of the work accomplished by a Canadian agri-food company that has distinguished itself in international markets and are presented by Farm Credit Canada, the event’s lead partner. The winners will be unveiled at the Alizés Evening on April 30th in conjunction with SIAL 2019 at the Beanfield Center in Toronto.

Each year, the event brings together some 450 companies that are amongst the biggest players in the industry, as well as several political and economic leaders from the Canadian companies are encouraged to visit lesprixalizesawards.ca to register and receive their application form for the Alizés Awards. Applications will close on March 26, 2019, at 5:00 p.m.

EDT. Canadian agri-food sector.

Last Best Brewing releases traceable “Bock Chain” beer Alberta-based companies Hamill Farms, Canada Malting Co., Red Shed Malting and Last Best Brewing & Distilling have teamed up with technology provider TE-FOOD to deliver a new and engaging consumer experience.

“Bock Chain” — a new beer officially launched on Feb. 1 at the Jasper Beer & Barley Summit in Jasper, Alta. — uses block chain technology to trace the beer grain ingredients from field to can. Block chain technology is being used increasingly to facilitate traceability in food ingredients, giving consumers greater visibility over where their food comes from, how it’s been processed what it has been in contact with.

The Bock Chain can features a QR code on the label, which users scan on their phone to view details about the product and its origins. The QR code unlocks a microsite containing videos, photos, maps, data, timestamps and more to capture the journey from farm to retail.

fiber, vitamin B12 and iron intake of meals

IN BRIEF

> Smucker Foods of Canada Corp. has

and help prevent malnutrition in

received an investment of up

> Koios Beverage Corp has secured a

institutionalized individuals — with no

to $1.8 million from the federal

purchase order with Wal Mart to supply

chemical aftertaste.

government to upgrade its

1,094 locations across the U.S. with its

> Export Development Canada (EDC)

proprietary nootropic formula beverages

has announced a $1 million investment into

introduce the production of heavy cream

and drink powders. Koios says the drinks

Canadian Cleantech company P&P Optica

and process new formats of evaporated

have been shown to enhance brain

(PPO), an Ontario-based firm that uses

and condensed-sweetened milk at its

function, including mental focus, memory

imaging and machine-learning to assess

Sherbrooke, Quebec processing plant.

and concentration.

food composition and quality as well as

The company produces Eagle Brand and

> Quesada Burritos & Tacos has partnered

detect contamination by foreign objects.

Carnation products for Canadian consumers,

with Beyond Meat to launch Canada’s first

Benefits include improving the overall

and the expansion of its product line will

Beyond Meat Burrito. The burrito is made

Canadian food supply and reducing waste

increase demand for Canadian milk by

with Beyond Meat’s pea-protein Feisty

in this country’s landfills. The funding

almost four million tons.

Crumbles. The partnership marks the first

from EDC will be used to advance the

> Kemin Industries has

time a Mexican quick service restaurant

development of PPO’s Smart Imaging

received GRAS approval

chain has partnered with Beyond Meat.

Systems, as well as deployment into food

for its oil-soluble green tea

> LUDA Foods received a DUX award for

processing plants across North America.

extract from the FDA. The

its plant-based nutritional supplement at

> Food Process Solutions has acquired

GT-FORT™ product line of plant extracts for

the DUX Gala, held January 30 in Montreal.

majority control of Charlottetown Metal

fats and oils assists with oxidation control,

LUDA’s supplement is an instant dissolve

Products, subject to local government

and is ideal for oils, snack food and bakery

nutritional powder

approvals. B.C.-based Food Process

products, as well as sauces and dressings.

that can be added

Solutions is a global leader in turn-key

> Olymel L.P. announced it is closing its

to soups, purées,

food freezing and cooling equipment, and

Vanier (Triomphe Foods) plant in Quebec

sauces and/or

Charlottetown Metal Products designs and

City, effective May 10. Production at the

prepared meals to

custom builds food processing equipment,

Vanier plant will be transferred to Olymel’s

boost the protein,

serving global multinational companies.

Blainville plant north of Montreal.

equipment. Smucker’s plans to

FOODINCANADA.COM

9

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SHOW PREVIEW

SIAL Canada comes to Toronto

S

Q:

In your opinion, what are the major trends and innovation areas in the Buy Local area?

A: I have noticed two major trends. Buyers aren’t just buying

Spotlight on Buy Local SIAL Canada’s Buy Local expert Franco Naccarato is responsible for the leadership and management of the Ontario Independent Meat Processors association (OIMP) and works closely with all levels of government, agricultural and industry groups on issues Franco Naccarato, that directly affect OIMP members and SIAL Canada’s their businesses. From field to plate, Franco Buy Local Expert works with all parts of the value chain to build stronger relationships and champion a better food system for all. Food in Canada spoke to Franco about the current trends in buying locally.

with their wallets — they are also buying with their hearts and consumers are becoming more sophisticated about the types of products they are looking for.

Price will always be a major factor in consumer buying habits, but more and more we are seeing a shift of people making purchases based on values such as environmental impact, community impacts and social impacts. People concerned with the environment are looking for options that are sustainably raised and organically grown. Consumers concerned about the economy are looking for locally grown and raised products that are made by their neighbours and feel good about supporting the local farm down the street, or in another part of the province. Socially-minded consumers want to know that businesses are going out of their way to be good stewards in their communities. They are looking for businesses that provide jobs to under-employed communities, or people with mental and physical disabilities, are conscious about their affects in the world and fight to create a better food system for all.

As the availability of information about food has increased, so too has the buying habits and demands of consumers. No longer are consumers just looking for a steak — they are looking for steak that is grass-fed, raised without added antibiotics, comes from a farm that isn’t too far away, behaves ethically and gives back to their community. They don’t want any type of pork, but they want Tamworth because it has more marbling and tastes better. They are looking for artisan-raised chickens that are raised outdoors because it makes them feel good. This is a great advantage for Ontario because we can do it all. We even have locally raised shrimp — attendees will be able to talk with Planet Shrimp at the show. With technology and more entrepreneurs in the space, our capabilities and capacity to grow more diverse, healthy and ethical foods will only increase.

Q: As a Buy Local expert, what is your role at SIAL? A: I am here as a connector for those interested in building their

Q: What is the future of the industry in your area of expertise?

A: Many would think that with the increasing interest in meat

IAL Canada, North America’s biggest food and beverage tradeshow, will be held in Toronto from April 30 to May 2, 2019 at the Enercare Centre. More than 1,100 exhibitors from over 50 countries will be showcasing their products and innovations.

As in previous years, SIAL Innovation will unveil the world’s top 10 most innovative products. The event offers interesting and relevant workshops and conferences, and exhibitors will demonstrate food innovations, trends, food retailing and food processes. Italy will be the country of honour for 2019.

New for 2019 is SIAL’s first international cheese competition.

This competition brings together cheeses from all over the world, a first for Canada. An exceptional jury has been recruited to evaluate this unique contest; many of the judges are members of La Guilde Internationale des Fromagers. The competition takes place on the first day of the show in the “Cheese by SIAL” pavilion.

This year the show also features two new sections: Food startups and beverages (both alcoholic and non-alcoholic).

supply of local foods. Throughout the show, I will be joining in several panel discussions to highlight how buying local can help a business create a point of difference from its competitors. It’s a big show, and finding local products won’t be easy, so stop by the booth to get a curated map of where to find local products. Of course, if you need anything relating to locally produced meats, I have more than 200 members producing just about anything you could imagine so don’t be shy and stop by and we can talk about your meat and poultry needs.

alternatives, as well as the new food guide promoting more diversity on the plate, that the meat sector is under attack from all sides. Nothing could be farther from the truth. The very same motivators behind these movements are what will make our sector stronger — the focus on health, transparency and accountability.

Canada, and Ontario are positioned to be the leaders in all these areas, and we will have a better food system as a result.

FOODINCANADA.COM

11

MARKET TRENDS Larry Martin

MARKET COMMENTARY: Political winds are still blowing

Seldom have politics so clearly affected markets as the U.S./China trade dispute. As mentioned below, wheat dropped from $6.30 to $4.90. Corn fell from $4.10 to the $3.60 area. Soybeans fell from $10.60 to $9, while U.S. soybean exports are 25 mt compared to 37.7 last year. Lean hog futures went from $80 to $55.

Obviously, not all the price pressure is from the trade issue.

But directly or indirectly, much is.

What Trump wants is for the Chinese to stop their public/private sector type capitalism and investments to gain intellectual policy. It’s

MARKET HIGHLIGHTS Grain and oilseed prices are making or testing bottoms, oil and the loonie are rising and the

unlikely that either will be achieved, especially the former because it’s fairly fundamental to the philosophy of the Chinese.

So, Trump will have the choice between no deal and declaring that defeat is actually victory. If the latter, like closing the government to get more money for a wall and actually getting less, then yet again we see a major segment of the U.S. population (and some Canadians) harmed for nothing.

Market Trends is prepared by Dr. Larry Martin, dlm@xplornet.com or (519) 841-1698, who offers a course on managing risk with futures and options. For more information visit agrifoodtraining.com.

to have four to five million tonnes still in reserve.

would signal an end to the glut of sugar and is the

Concerns that Russia could impose export con-

point where we would protect purchases.

trols have now completely abated.

> Natural gas: After a volatile early winter

Meanwhile U.S. wheat, which was supposed

prices caused by uncertain weather and inven-

world economic situation remains cloudy.

to take over exports when the Black Sea ran out,

tories, April natural gas price is mid-range at

> Grains: The U.S. had large corn and soybean

remains priced out of the market. After three

$2.8, between the top and bottom of $3.07 and

crops last fall, and South America is piling more

quarters of the crop year, U.S. wheat exports at

$2.57. With considerable new supplies of liquid

on, despite a droughty first-crop season in

16.4 mt are 1.4 million below last year. Further-

NG coming on the market and a slow down

Brazil. Argentina may have a bumper corn crop

more, once Chicago May prices broke out below

of the Chinese economy, there is uncertainty

and Brazil’s second season crop enjoys great

$5.08 on Feb. 15, the funds piled on big short

about the direction of price change from here.

seeding-time weather.

positions driving it to $4.87.

We would buy on the cash market and protect

> Corn: USDA’s long-awaited February report was a non-event, reflecting little change in the fundamentals: slightly higher ethanol production was offset by lower than expected exports.

Prices are sideways in the $3.95 – $3.65 range

The next level of technical support is $4.30.

Buyers should buy hand to mouth in the cash market until it establishes a clear technical bottom, but protect against that $5.08 area if there is a turn around.

above $3.05. > Crude Oil: May Brent peaked at $85 last September, then sank to $52 in late December before rallying back half-way to the current $66.30. Direction from here will be determined

since April, sharply lower than the pre-trade-war

> Soy oil: Soy oil fell from $0.36 a year ago to

by the tug of war between OPEC and other oil

levels, and trending back downward recently to

$0.27 before a rally to the current $0.30 – $0.31

producers’ determination to limit production

$3.73 on favourable crop conditions in Brazil,

area. Much of this is due to the trade war and to

and a slowing global economy. There is relatively

more inventories of corn and wheat world-wide,

trends in crude oil prices. Like all the grain and

strong resistance at $67.40. It will likely prove to

and lack of progress in the China trade talks.

oilseed complex, what happens from here will

be the bell weather for future direction. If buyers

Two factors can get prices up: weather

be determined by political events in the trade

have done nothing, protecting above $67.40

negotiations, as well as at OPEC.

with Calls or futures would be prudent, while

problems in an important production area or an end to the trade war. The May chart has points

The price chart suggests this is pivotal timing

that signal good purchasing decisions based on

as it just made a head and shoulders forma-

the reactions to those factors. First, is if it chal-

tion with resistance at $0.3132 and support at

lenges, but can’t get through $3.65. Second, one

$0.2996. The direction of the political winds will

could buy cash now, but protect against $3.95 or

blow it one way or the other. We would buy cash

slightly higher at $4.03 with Calls or futures.

and protect above $0.3132.

> Wheat: Chicago wheat prices trended down-

> Sugar: The sugar market continues to be

ward from $6.30 last August to the current

burdened with excess supply and weak demand.

$4.87. This is due partly to the trade war, but

May 2019 finally bottomed at $0.11 and has traded

also to the drought-reduced crops in Central/

between there and $0.14 since last April. The

Eastern Europe and Australia that turned out

general direction of the market has been upward

to be under estimated: Black Sea exports have

since the August/October double bottom at

been extremely strong and yet Russia appears

$0.11, currently at $0.128. A breakout above $0.14

12 MARCH 2019

buying spot at lower prices. > Canadian dollar: As usual the loonie roughly follows oil, peaking in October, bottoming in December and rallying back to the current $0.758. The difference is that the loon rallied 62 per cent of the decline while oil only came back half way.

Expect the correlation between the loon and oil to continue: Canadian commodity buyers need to protect against a falling Canadian dollar. We would be holding $0.75 puts on the June or September contract.

FOOD LAW

Naturally complicated

By Ron Doering

photo: alxpin / iStock / Getty Images Plus

“N

atural” claims on food labels continue to proliferate. Polls show that while Canadians want more natural foods, they continue to be confused by what the term means. It’s not easy to explain its meaning to consumers but at least the CFIA, for many years, has provided some guidance to manufacturers to minimize its misuse.

A natural food or ingredient of a food is not expected to contain, or to ever have contained, an added vitamin, mineral nutrient, artificial flavouring agent or food additive. It also cannot have any constituent or fraction thereof removed or significantly changed, with the exception of the removal of water. A natural food or ingredient of a food is expected not to have been submitted to processes that have significantly altered its original physical, chemical or biological state. A table sets out processes considered by the CFIA to cause minimum changes to the food or food ingredient, and a second table describes processes considered to cause maximum change. Foods that are only subject to the former are more likely to be considered natural, those subjected to the latter less likely. The CFIA also accepts that if the food additives, vitamins and mineral nutrients are derived from natural sources then they may still be natural ingredients and the acceptable claim would be that the food “contains natural ingredients.”

In spite of this guidance, there is still a great deal of regulatory ambiguity. The processes that are listed in the tables are not defined and therefore subject to varying interpretations. It is not clear how far

back you have to trace in the processing of an ingredient: if a maximum process were applied to an enzyme that was used to create an ingredient of an ingredient, would the “natural” claim be lost? We have had enforcement threats on this issue in the past.

As there has been no broad movement by food manufacturers or consumers in Canada to insist on greater clarity, we have assumed that there will be no changes to our situation anytime soon.

This assumption may be wrong. After years of dithering, our neighbors to the south may actually be close to announcing major changes, at least for those foods under the jurisdiction of FDA.

If the FDA finally releases a broad prescriptive standard we will have to review hundreds of labels on exported and imported foods Current FDA guidance is very brief. It considers the term “natural” to mean that nothing artificial or synthetic has been added to a food that would not normally be expected in that food.

Complaints by industry and consumers prompted the FDA to try to provide a more comprehensive definition in 1988 and 1993 but it gave up both times. In more recent years hundreds of lawsuits have been brought against food companies claiming that they are misleading

consumers by using the term “natural”.

This prompted the FDA to try again in 2015. By 2018, FDA had received 7600 comments, many insisting that it not be allowed on foods that had been irradiated or pasteurized, or foods that contained GMOs or high fructose corn syrup. Consumer Reports is leading a campaign to ban the use of the term in all food labelling.

Finally, FDA Commissioner Scott Gottlieb announced in March 2018 that FDA was “close to issuing standards.”

The FDA would probably prefer to avoid this controversial issue as in the past but the prospect of multiple and conflicting court decisions means that it must act soon. As food lawyer Gregory Cote has commented, “Adjudicating the meaning of ‘natural’ on a case by-case and productby-product basis in nearly 500 separate lawsuits is a costly and slow process and will almost assuredly produce discordant and subjective rulings that impose a patchwork of labeling standards and requirements by jurisdiction.”

Canadian companies will have to keep a close eye on developments in the U.S. If the FDA finally releases a broad prescriptive standard we will have to review hundreds of labels on exported and imported foods. This could get very complicated.

Ronald L. Doering, BA, LL.B. MA, LL.D., is a past president of the Canadian Food Inspection Agency. He is counsel in the Ottawa offices of Gowling WLG, and adjunct professor, Food Science, Carleton University. Contact him at Ronald.doering@gowlings.com

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REGULATORY AFFAIRS

Canada Dry by Design

T

Gary Gnirrs

ruth can be relative. As Benjamin Franklin once said, “Half a truth is often a great lie.” Then of course there is Vladimir Lenin’s take, “A lie told enough becomes the truth.” Perhaps it is best captured by Oscar Wilde’s version, “The truth is rarely pure and simple.” Canada Dry’s version of the truth was recently met with a big challenge when it was accused of false advertising on the argument that its Ginger Ale is not made with real ginger.

A bit of truth about this brand is that it was originally Canadian, created in 1904 by chemist John J. McLaughlin, who owned a carbonated water factory in Toronto. Originally called “Canada Dry Pale Ginger Ale,” the “Pale” was dropped and “Canada Dry Ginger Ale” was trademarked. The rest as they say, is history. The term “Dry” was used to describe the product’s less sweet taste in comparison to similar products of the day.

A few more truths about the brand.

Ginger ale was first invented in Ireland, but the pale version is Canadian. The brand, however, is no longer Canadian. It is currently owned by Keurig Dr Pepper, after having been involved in a number of sales and acquisitions. The label still includes a vignette of Canada along with the term Canada. It is produced and sold all around the world with its proud Canadian branding. Over the years it has been marketed as a cool thirst quencher, mixer, party beverage in the 1960s and even a snack. In recent years it was playing up on its “ginger roots” in clever ads. The slogan “Made from Real Ginger” has adorned its labels in the U.S. since 2013.

This is where the story about truth begins.

To appreciate what the truth is in this case, one needs to examine the litigious nature of U.S. consumers. Truth is not a fact itself, it’s a belief. Belief is based on

14 MARCH 2019

the assemblage of what is perceived to be facts. The perceived facts are assembled in a manner to fit the wanted outcome. So, if the narrative is to tell the story that the statement “Made from Real Ginger” is misleading, then what are the facts? The beverage is made with ginger flavour. The statement does not actually say “made with real ginger” but “made from real ginger.” The label also says it’s made with “100 per cent Natural Flavours.” The ingredient list says so also. Is ginger flavour not made from real ginger?

If not, what is it? Would it be reasonable to expect Canada Dry Ginger Ale to be made with flakes of ginger root? Would that be real? Are not most other ginger ales of this type made with ginger flavour? What has the last 100-plus years demonstrated that Canada Dry Ginger Ale is? It’s a soda with ginger flavour. If ginger flavour, an extract from real ginger, is real, how much is needed to make the statement “Made from Real Ginger” both factual and truthful? This is at the heart of the matter before U.S. courts.

Lawyers like to use words like “misrepresentation,” “breach of express and implied warranties,” and “unjust enrichment.” These are powerful negative terms that play well in our society’s “skeptical” consciousness.

So how would the statement “Made from Real Ginger” be a breach of a warranty? For one, it could be so because the food does not contain what it claims to have in it.

That would be “made from real ginger.” It may also be that the amount is not what is expected. How much real ginger is expected in ginger ale? Is it enough to just characterize the product? That is the goal of a flavour? The case is fascinating. It introduces the idea that the presence of a small amounts of ginger extract (flavour) does not deliver the health benefits attributed to ginger. Does any ginger ale do this? The label does not claim this health benefit.

So, it must then be implied somehow. Is it even realistic that a consumer might expect health benefits from ginger ale, a soda?

The unjust enrichment would be a matter where the company unjustly benefited from the sales of the product at the expense of consumers who did not benefit at all. The slogan is reported to have caused a nine per cent spike in sales in just six months. If the enrichment was unjust, it would impose an obligation for the unjustly benefitted party to make restitution. A successful narrative must lead to restitution, followed by punitive damages. That is a truth itself.

Although we feel a bit more secure that such lawsuits do not happen in Canada with the same regularity as in the U.S., they do happen. The case in the U.S. has inspired similar action in Canada. A lawsuit in January was filed in Québec, demonstrating that even in Canada it may not be sufficient for labelling or advertising to be compliant with government regulations. In view of food labelling considerations, the Canadian Food Inspection Agency (CFIA), does provide guidance on making “real” type claims. Its guidance states, “Claims that describe an ingredient within a food as “true,” “real,” “genuine” or any similar term such as “Made with Real [naming the ingredient]” are acceptable if the named ingredient is present in the food, regardless of what form (e.g., frozen powdered, ground, concentrated, etc.). It would be interesting to see how CFIA’s guidance weighs in on the case in Québec. The CFIA is also planning on proposing in the early part of 2019, food labelling modernization regulations that will include matters related to highlighting ingredients and flavours.

Perhaps that will reinforce the guardrails in such matters. Until then, “the truth is in the lie of the beholder.”

Gary Gnirss is a partner and president of Legal Suites Inc., specializing in regulatory software and services. Contact him at: president@legalsuites.com

FOCUS ON FOOD SAFETY

Canadian initiatives in food safety

F

Ron Wasik

oodborne pathogens globally cause millions of cases of disease every year, and are a major concern for the public, industry and government. The annual cost of screening, recalls and therapy for foodborne disease in North America has been estimated to be in excess of a billion dollars annually. In an attempt to reduce food safety recalls, recent legislation in the U.S. (Food Safety Modernization Act — FSMA) and Canada (Safe Foods for Canadians Act — SFCA) focuses on prevention rather than merely responding to the contamination.

Pathogen Detection The detection of pathogens in foods currently is dependent either on culture of the offending pathogen — it can take weeks to identify pathogens — or on genetic approaches that also take some time to be conducted and require very specialized laboratory equipment and personnel. Both approaches often involve shipping food samples for testing in a distant lab site, implying that contaminated food is likely to be distributed and sold before pathogens are identified. This is, in part, the reason that food recalls can cost tens of millions of dollars.

A Canadian Initiative The team headed by Dr. Michael Rieder at the Robarts Research Institute at Western University (formerly the University of Western Ontario in London) and partnered with Adept Diagnostics have developed a new rapid assay kit for E. coli 0157, a strain of bacteria that has produced significant foodborne disease.

This kit specifically detects the bacteria by looking for a protein unique to this

strain of E. coli and identifying this using flow-through technology. Food samples are incubated with media for several hours and then an aliquot is withdrawn and placed on a cassette. After several minutes the test result can be read. Similar to other flow-through kits such as pregnancy tests, the test will show one line on the cassette indicating that the flow-though was successful. The presence of a second line indicates that there was E. coli 0157 in the food sample and that the lot from which the sample was obtained is contaminated with a serious foodborne pathogen.

The kit does not require delicate or expensive technology and can be conducted without the need for highly qualified laboratory personnel This approach has several advantages.

The first is the simplicity of the system. The kit does not require delicate or expensive technology and can be conducted without the need for highly qualified laboratory personnel. This can allow for the test to be conducted in the food handling or processing facility without the need to send samples to distant testing facilities and giving the food processing facility control over the testing process. As well, using these kits allows for testing that is at the same cost or less expensive than other current testing approaches. Finally, given the rapidity of the test and by obviating the need for shipping samples the kit allows for much

more rapid and timely assessment of food safety, which can allow for safety to be assessed before food is widely distributed, thus significantly reducing the impact and cost of potential recalls.

The rapid assay kit for E. coli O157 has been approved by Health Canada for use with meat. Validation studies are underway not only for other food groups but also for regulatory approval in the United States.

The research group and their partners believe that this approach has considerable potential for other common and important foodborne pathogens. Work in their laboratory is well along the way to develop kits for generic Listeria as well as a kit for Listeria monocytogenes with Salmonella and Campylobacter being the next bacteria targeted for kit development.

Plans are to have the rapid assays for E. coli 0157 and generic Listeria widely available by the end of 2019.

Academic-Industry Partnership Funding Funding for this research was provided

by MITACS, a national, not-for-profit organization founded in 1999 designed to build partnerships between academic institutions and researchers with industry to support industrial and social innovation in Canada.

More Information For more information about the rapid E. Coli 0157 and other tests in development referenced in this article, contact David Ray at Adept Diagnostics via e-mail at dray@ipocdx.com.

Dr. R.J. (Ron) Wasik, PhD, MBA, CFS, is president of RJW Consulting Canada Ltd. Contact him at: rwasik@rjwconsultingcanada.com

FOODINCANADA.COM

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MEAT SECTOR REPORT

Keeping meat on the plate How Canada’s meat groups are promoting products this year, in light of the new Canada Food Guide — By Treena Hein —

M

eat consumption has been under scrutiny for years in Canada and around the world, with animal welfare, food safety concerns and cost gaining more and more consumer attention. In terms of red meat consumption, data from Statistics Canada’s “Canadian Community Health Survey’” shows that Canadians reduced it by about one serving per week from 2004 to 2015. And while meal kits currently provide another avenue for meat and poultry products to shine, many see the new emphasis on plant-based proteins in newest Canada’s Food Guide (and the renaming of the ‘meat and alternates’ food group to ‘protein’) as one more of 1,000 cuts.

Plant-based protein is now perceived by more Canadians as being cheaper, better for you and also better for the planet. Indeed, in a new article, “In Defence of Canada’s Food Guide” written by Dr. Catherine Mah,

16 MARCH 2019

Canada Research Chair in Promoting Health Populations at Dalhousie University, and her colleagues said, “food sustainability researchers have increasingly agreed that to feed a growing human population while operating within the planet’s biophysical boundaries, we will need to shift towards a more plant-based diet.”

Dr. Sylvain Charlebois, dean of the Faculty of Management at Dalhousie, notes that meat is only one of many protein sources presented in the new Canada’s Food Guide and that the Guide suggests other sources might be more nutritious. “So, there is some discomfort with our friends in the beef industry, pork and dairy too,” he says. “I think all meat groups have to look at their meat as an ingredient — for example, promoting a meal like meatloaf with lentils. The commodity groups used to try to convince Canadian consumers to please eat what we produce, and now they have to say here’s how you can use meat. They need to ‘befriend the enemy,’ talk to Pulses Canada and the vegetable folks and so on about new ways to market meat.”

However, Charlebois believes the plant-based protein narrative is “so overpowering right now” that it’s hard for meat groups to make any impact. “The beef industry’s response to this has been the Canadian Roundtable for Sustainable Beef, which tries to make beef be seen as a sustainable product, and it’s a great initiative but I think it’s about 10 years too late,” he says. “People have

photo: Canada Pork International photo: Canada Beef

made up their minds. 2014 was the year veganism showed up and beef also went up in price and so 2014 spooked the beef consumer. They started looking elsewhere. Pork demand is slightly lower than it has been but it’s doing OK. Chicken is up as well, and from a sustainability perspective the case for chicken and pork is much stronger than beef. And we’re also better at cooking pork now than we were years ago.”

For her part, Joyce Parslow, executive director of marketing and consumer relations at Canada Beef, notes that retail beef demand is strong, and currently at levels not seen since the late 1980’s. Some of that is due to the fact that beef has different price points for various products. In terms of current marketing strategies, Canada Beef is currently running three TV ads about nutritional benefits of beef, and will soon publish print ads explaining how most beef in Both Canada Beef and the Canadian Pork Canada is produced through cattle grazing Council are capitalizing on the new Canada’s on marginal land not useful for other purFood Guide healthy plate approach to show that meat is still an important source of protein poses. “We are focusing on the untold

FOODINCANADA.COM

17

photo: Canada Beef

MEAT SECTOR REPORT

 Dr. Sylvain Charlebois, dean of the Faculty of Management at Dalhousie University, notes that meat is only one of many protein sources presented in the new Canada’s Food Guide and that the Guide suggests other sources might be more nutritious. He says the meat industry needs to “befriend the enemy,” and suggests talking to groups like Pulses Canada about new ways to market meat along with plant-based proteins

photo: Canada Beef

and little-told stories about beef, showcasing its value environmentally and nutritionally,” says Parslow. “The landscape of Canada offers a perfect fit for beef production.”

In alignment with Charlebois’ views, Canada Beef is also using the Food Guide’s “healthy plate” model to develop beef meal kit ideas. Parslow notes that “there is debate” about whether the new Guide will have a long-term negative impact on animal-based protein consumption. “Beef/red meat does seem to be a lightning rod for the debate, but the new Food Guide supports beef and other animal proteins as part of a healthy diet. There are, however, more choices than ever in the protein category, and all food sectors must recognize that the traditional sit-down meal has largely given way to quick on-the-run meals, eating out and so on.”

Mary Ann Binnie, manager of nutrition and industry relations at the Canadian Pork Council (CPC), notes that while the Guide’s “visual” has been refreshed, “the advice to enjoy lean red meat with lots of vegetables, fruit and whole grains remains the same as previous iterations.” In a late January press release however, CPC Chair Rick Bergmann states, “we are concerned that Canadians might interpret this new version as a recommendation to reduce meat consumption in favour of plant-based proteins.” CPC also points out that reductions in red meat consumption could have serious repercussions on certain groups of people who might not consume enough nutrients such as iron.

Pork consumption has been holding relatively steady since 2010, according to Statistics Canada, notes Kevin Mosser, national marketing director at Canada Pork International. To maintain or increase that level, in 2015 the entire industry developed the “Verified Canadian Pork” brand to high-

18 MARCH 2019

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MEAT SECTOR REPORT

gain market share away from other sources of protein,” he notes, “likely meat.” While Horel doesn’t know of any new processed chicken offerings coming this year, he does predict that his members will launch more new turkey products, from primary processed products like turkey parts, smaller parts from smaller birds, split breasts and ground turkey, to further processed products like scaloppini and deli options. The turkey industry has worked hard over the last few years to expand its reach well beyond whole birds for holiday feasts.

Horel also expects to see more transparency on poultry packaging that meets consumer demands to know where products come from and how they are produced. He says that on grocery packs and also restaurant menus, the public is already seeing more labels that tie back to a specific farmers, or to specific methods of production such as raised without antibiotics.

Poultry sector strength Pork and beef have some heavy competition in chicken.

Leading into this Food Guide update, chicken is positioned as Canada’s No. 1 source of protein. Chicken Farmers of Canada (CFC) Director of Brand and Communications Lisa Bishop-Spencer says that’s due to competitive cost, versatility and nutritional profile.

In late 2017, CFC expanded its “Raised by a Canadian Farmer” brand to incorporate on-farm programs related to care, quality and sustainability. “We have signed with over 27 processors, retailers and foodservice operators [for brand use] and there are a lot more coming,” says Bishop-Spencer. “In 2019, we are expanding our reach to Rogers, TVA and Corus networks, as well as various digital properties. We are expanding our reach to different audiences, as well. We also have an extremely robust social media strategy.”

Indeed, Canadian Poultry and Egg Processors Council President Robin Horel forecasts that chicken consumption will continue to grow in Canada and at a higher rate than population growth, immigration included. “So, I guess that we’re predicting that we’ll

20 MARCH 2019

photo: HelloFresh

light the quality and safety of Canadian pork. Recent marketing efforts by Canada Pork include programs which focus on “opportunity gaps.” Seasonal cooking methods and traditional themes “provide retail and foodservice operators,” said Mosser, “with innovative merchandising ideas, marketing resources and attractive point-of-sale materials that add ‘sizzle’ to the meat case or on the menu.”

Meal kits will continue provide opportunities for the meat sector to be included on consumer plates

Meal kits In Charlebois’ view, meal kits represent good continued opportunities for the meat sector. While meal kit industry consolidation will continue and strong profits are yet to be seen, consumer interest remains strong — and is supported by the Food Guide’s new “healthy plate” focus.

HelloFresh Canada, Canada’s largest meal kit firm, now delivers to 95 per cent of the Canadian population and many other firms, from Wal-Mart to Amazon have entered the market through both home-delivered and in-store sales.

Some recent HelloFresh Canada meat meal menu choices include “Saucy Beef Stir-Fry with Snow Peas and Toasted Cashews,” “Sizzling Pork Fajitas with Roasted Peppers, Lime Crema and Salsa Fresca,” “Cornflake-Crusted Chicken with Sweet Potato Mash and Garlic-Maple Dip” and “Turkey Penne & Rosé Sauce.” The cost of a HelloFresh or Chef ’s Plate (now owned by HelloFresh) meat meal kit is currently the same regardless of meat/poultry type, but it is uncertain if that will be the case in future.

How Canadian companies are capitalizing on cannabis’s next wave: value-added products

photo: Yarygin / iStock / Getty Images Plus

— By Rebecca Harris — or many people, marijuana conjures up an image of teenagers in the basement, passing around a joint, the room filling with smoke and a distinctive skunk smell. But that picture is as outdated as the 1936 hysteriafuelling propaganda movie, Reefer Madness.

Today, the average age of an active cannabis consumer is 40, according to a 2018 BDS Analytics survey entitled “Cannabis in North America: Public Attitudes and Actions Toward Cannabis in the U.S. and Canada.”

And while smoking bud is still popular, consuming cannabis in extracted forms is on the rise. In Colorado, for example, flower captured 63 per cent of all cannabis sales in 2014.

Fast-forward to 2018, when flower commanded just 43 per cent of the market, while branded products like concentrates, edibles and topicals surged. In all legal U.S. markets, sales of concentrates are expected to nearly surpass flower sales by 2022, at $8.4 billion, compared to $8.5 billion for flower sales.

In Canada, cannabis oil sales outpaced those of dried flower by 56 per cent in the first three months of 2018, according to Health Canada. And that might be just the tip of the iceberg: only dried and fresh cannabis, oil, plants and seeds are currently allowed under Canadian legislation, with cannabis edibles and concentrates expected to be legal

by Oct. 17, 2019.

“We’re seeing increasing consumer acceptance of [cannabis], and many consumers who start to engage in this business don’t necessarily want to do it with a smoked product. They would rather have an infused beverage or food product or even capsule,” says Jim Hamilton, president and CEO of Laval, Que.-based Neptune Wellness Solutions, a former krill oil manufacturer that made the switch to cannabis.

“There is a greater comfort, especially when you look at some of the reasons for use, which include [alleviating] pain, inflammation and anxiety, as well as helping with relaxation and sleep. I think we’ll see more and more mainstream consumers [use these products] as the delivery forms become available and are formulated in a fashion that is specific to their needs.”

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21

Cannabis contains hundreds of chemical substances. More than 100 of these are known as cannabinoids, which are made and stored in the plant’s trichomes — tiny hairs that stick out from the flowers and leaves of the plant.

THC: Delta-9-tetrahydrocannabinol (THC) is responsible for the way one’s brain and body respond to cannabis, including the high and intoxication. Cannabis that contains very low amounts of THC in its flowers and leaves (less than 0.3%) is classified as hemp.

CBD: Cannabidiol (CBD) is another cannabinoid. Unlike THC, CBD does not produce a high or intoxication. CBD is being studied for its therapeutic uses.

Depending on how they are made, these products can have a range of potencies of THC and CBD:

CANNABIS OIL: Cannabis extract dissolved in oil. Can be used to make other forms, for example, edibles.

CHEMICALLY CONCENTRATED EXTRACTS: (for example, hash oil/shatter/budder/wax) Highly concentrated cannabis extract dissolved in petroleum-based solvent such as butane.

EDIBLES: Foods and drinks containing extracts of cannabis.

TINCTURES/SPRAYS: Cannabis extract dissolved in a solvent, often alcohol. Can be used to make other products, for example, edibles.

CREAMS/SALVES/LINIMENTS: Cannabis extract preparation prepared with alcohol, oil or wax and applied to the skin.

SOURCE: HEALTH CANADA

With the valued-added cannabis market shaping up to be a lucrative one, processors are hoping to find gold in this new green rush. And for those in related fields, moving into the cannabis space just seems natural. “As you get to know this business more and more, you see the parallels between the health, nutrition, wellness, food and supplement business,” says Hamilton.

Three years ago, Neptune Wellness Solutions started looking at ways to diversify its business by leveraging its expertise in extraction and clinical research. “One of the compounds that hit our radar screens was cannabis. The

22 MARCH 2019

theory is if you can grow in an adjacent space, your chances of success are far greater than if you try and do something that is totally outside your competencies,” says Hamilton. “When we looked at cannabis, we thought, ‘my gosh, this is exactly what the food, supplement and nutrition products industry products industry does and wants and needs.’ And it was completely consistent with what we’ve always done.”

In 2017, Neptune Wellness Solutions divested its krill oil business and embarked on a strategy to become a global leader in cannabis extraction, purification and formulation of value-added products. Since then, it has been readying its 50,000-sq.-ft. GMP-certified facility in Sherbrooke, Que., securing multi-year contracts with suppliers such as Canopy Growth, and forming partnerships. For example, Neptune entered a license deal with Switzerland’s Lonza Group for the production of cannabis oil capsules. All the while, Neptune moved along the various steps of the licensing process with Health Canada, and received its license to process cannabis for the production of cannabis extracts and oils earlier this year.

“Our long-term vision for the site is for it to not only be an extraction facility, but purification and formulation — putting those active compounds into various delivery forms,” says Hamilton. “[Cannabis] is a very complex plant with many different components. So, we’ll be able to extract THC and CBD, but I think increasingly with time, we’ll see far more compounds from the plant being utilized in formulations in the future.”

Vancouver-based Lyf Food Technologies is another company leveraging its expertise to capitalize on cannabis’s next wave. CEO Paolo Pero runs a wholesale food manufacturing company that supplies grocery stores, health and wellness stores and pharmacies across Canada with a wide range of baked goods and confectionary products. Matthew Amado, president of Lyf Food Technologies, worked with Pero for about five years. The two teamed up to launch Lyf, which will manufacture a variety of cannabis edibles, including baked goods, confectionary, chocolate and raw health food items.

“We decided a couple years ago that cannabis edibles was going to be a massive industry and we’re utilizing our expertise in high-volume, high-quality and high-efficiency manufacturing to service the market,” says Amado.

“We have a food manufacturing background, so we thought that edibles was a natural progression. Research and data overwhelmingly supports other methods of consumption, other than smoking.”

Amado points to a Deloitte report that found the legal recreational cannabis market in Canada is expected to generate sales of up to $4.34 billion in 2019, while the medical cannabis market will account for between $770 million and $1.79 billion. The report also found that there is considerable interest in cannabis-based edible products: six out of 10 likely consumers are expected to choose edible products.

Once edibles become legal, Amado is predicting that edibles will capture up to 25 per cent of the overall cannabis market. “My opinion is that number is only going to increase and probably creep up to 40 per cent over the next three to five years,” he says.

Lyf Food Technologies has the ability to manufacture more than $250 million worth of value-added cannabis products per year, once final regulations

photos: AHPhotoswpg / iStock / Getty Images Plus & eskymaks / iStock / Getty Images Plus

PROCESSORS – Cannabis

The average consumer of cannabis is over the age of 40 and would prefer to ingest it in the form of edibles, beverages, pills, or oils are passed and the company receives its standard processing license, which is expected to happen in the coming months. The products will be manufactured in a new 10,500 square foot manufacturing facility in Kelowna, B.C. that Lyf purchased last year. In addition to producing its own products, Lyf plans to offer co-packing and private label solutions for other companies.

In Amado’s estimation, Lyf ’s edibles will hit the market in Q1 2020. “We think we’re going to be ready prior to that, but my opinion is that although Health Canada and the government are doing a great job, they have a lot on their plate and products still have to be approved,” he says.

Value-added cannabis products also have huge potential on the medical side.

Brent Zettl is the former of CEO of licensed producer CanniMed Therapeutics.

After the company was acquired by Aurora Cannabis Inc., Zettl moved into the processing side of the business with his new company, Zyus Life Sciences.

The Saskatoon-based company will focus on phytotherapeutics, or plantbased medicines, and is using cannabinoid-based formulations as a basis.

The company will purchase cannabis from licensed producers and produce value-added medical grade cannabis oil and oil-derived products such as capsules and topical creams for the global medical market. “The whole impetus around Zyus is to try to re-imagine what a medicine can do for the human population and our society as a whole,” says Zettl.

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HEMP TYPE FLAVOURS

Zyus is upgrading a former ethanol extraction facility in Saskatoon. Phase one, targeted for completion by the end of March, will be capable of producing the equivalent of 500,000 50 ml bottles of cannabis per year. At full capacity, targeted for the first half of 2020, its projected processing capacity is 35 million 50 ml bottles per year.

With the global medical cannabis market excepted to exceed US$55 billion by 2024, Zettl says the potential is huge. “The baby boomers are the biggest [target] demographic and they’re probably going to access these products as they reach their sunset years and head into related health issues,” says Zettl. “We’re looking at distribution in 19 countries, including Canada, United States, Australia and European countries, so our it’s 1.1 billion people collectively in terms of our reach.”

With the global cannabis market set to explode and consumer demand rising along with it, that image of teenage stoners in the basement has indeed gone up in smoke.

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photo: :Zapp2Photo / Stock / Getty Images Plus

PACKAGING EQUIPMENT ~ Conveyors

THE SHIFT

to outcome-based inspection

Under the new SFCR, what is the impact to the use and inspection of conveyor systems and other food processing equipment? — By Treena Hein —

A

s of mid-January, the new Safe Food for Canadians Regulations (SFCR) require certain preventive and traceability protocols at just about every mid-size and large Canadian food businesses — any that import, prepare food for export, or ship food products across provincial/territorial boundaries. However, certain requirements are being phased in over the following 12 to 30 months by the Canadian Food Inspection Agency (CFIA).

How much change will be required in the use and management of conveyor systems and other food processing equipment will depend to some degree on what standards and practices already exist in a particular firm or food sector. In Canada’s baked goods sector for example, not much impact is expected, notes Paul Hetherington, president and CEO of the Baking Association of Canada. While it’s still early days, Hetherington says his members already have in place HACCP and sanitation programs that address the concerns laid out in the CFIA guide related to SFCR.

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“They have yet to do a ‘deep dive’ on the regulations,” he says, “but believe at this time there won’t be much of an adjustment.”

Canadian Poultry and Egg Processors Council President Robin Horel does not expect much impact in his sector either. He says the idea behind the SFCR is for all commodities and processing companies in Canada to be at the same level, and notes that in poultry, egg and red meat processing “we have been inspected forever, and all of things in the new regulations, we’ve been doing for decades.”

However, what is new for all sectors is a shift to outcome-based inspection. While it’s still a requirement that a given piece of equipment such as a conveyor does not have nicks or other damage or any contaminants present, some specifics are no longer required, and the broader focus is on outcomes instead. In a processing plant for example, Horel explains that “before, the regulations could state that a drain had to be a certain size or in a certain location and inspectors checked that this was the case. Now it’s an outcome that’s looked for, for example, that there is no pooling water. That’s what the company needs to achieve, and company leadership decides the best way to get there. In this example, the outcome might be achieved by having a drain of a certain size or using more than one drain, perhaps using drains in conjunction with ventilation, and so on.”

Media relations at CFIA confirms that “Operators can use their methods of choice for achieving the requirements. Their decisions will be based on the type of food they are processing and must be clearly specified in their preventative control plans, if they are required to have one.”

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PACKAGING EQUIPMENT ~ Conveyors

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If materials used in conveyor systems present a risk of contamination of the food, they must be corrosion-resistant, durable, capable of withstanding repeated cleaning and free of any noxious constituent

Operators can use their methods of choice for achieving the requirements. Their decisions will be based on the type of food they are processing and must be clearly specified in their preventative control plans — CFIA Ron Judge, director of Quality Assurance at Maple Lodge Farms, says CFIA is being “very clear” that outcome-based is the way regulation will proceed, moving forward. Right now, Maple Lodge Farms is working with CFIA staff and using its guidance documents on validation of various processes.

“We are pleased about the overall direction,” Judge says. “Less prescriptiveness is what the industry was looking for; it allows companies to remain agile and innovative while meeting their regulatory obligations, which is what is needed in today’s world where technology is evolving rapidly. The devil is in the details and it’s a learning process right now on both sides but it’s a positive direction.”

Horel echoes the sentiment. “It’s the way it should be,” he says. “It’s a learning curve right now for inspectors and for our members and we’re all getting there.

And I think CFIA has done a good job going around the world to explain the change in focus to our regulations so that importers and government agency staff in various countries understand the why and how, and so that Canadian products are still accepted as imports as they always have been.”

Related to this change in regulatory focus is that outcomes are related to a new plant licensing system (bakeries, for example, says Hetherington, have until summer next year to get licensed). The system allows for firms to have several similar plants under one license or perhaps get two different licenses for different areas in the same plant. This promotes efficiencies and avoids the need to meet outcomes that aren’t related to particular processing activities. As the CFIA states on its website that the new licensing system “recognizes that not all food businesses are alike, and allows them to structure their licences to fit their unique needs,” and “aligns Canada’s model with internationally-accepted best practices.”

photo: industryview / iStock / Getty Images Plus

An example that relates to meat products themselves is shelf life. “With the SFCR, companies in this instance have to show that the outcome of product being safe to eat to its best before date is backed up with data,” Horel explains. “This means the company has the numbers for CFIA showing why a particular product is ensured to safe to use to that date, and that there are validated processes in place that result in those numbers. The data in this case would include product analysis such as bacterial counts, ensuring the right temperature is maintained in the processing plant, in the packing plant, through the distribution chain, and so on.”

In terms of preventing cross-contamination, companies must meet the SFCR outcomes of conducting a hazard analysis to identify all hazards that present a risk of contamination to a food for each input and step in the production, and “establish control measures to prevent hazards or reduce them to an acceptable level.” CFIA media relations also notes that the agency can provide guidance for operators on preventing cross-contamination and other cleaning and sanitation programs.

Of course, SFCR requirements for conveyors still state specific physical parameters relating to any conveyor “or equipment that is used in the manufacturing, preparing, storing, packaging or labelling of a food or in the slaughtering of a food animal.” This equipment, among other things, must be appropriate for the food and for the activity being conducted, be designed, constructed and maintained to prevent contamination of the food, and be constructed of, and maintained using, materials that are suitable for their intended use.

If those materials present a risk of contamination of the food, they must be corrosion-resistant, durable, capable of withstanding repeated cleaning and, if necessary to prevent contamination of the food, and “free of any noxious constituent.” A more outcomes-based part of the new regulations states that conveyors also must “be equipped with instruments to control, indicate and record any parameters that are necessary to prevent contamination of the food.”

So overall, it’s a general shift in regulatory emphasis from CFIA inspecting to see if this or that specific tool or plant feature or process is in place, says Horel, to companies having science-based validation for each outcome required. This change in focus, in his view, is in line with what is happening around the world.

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ACCENT ALIMENTAIRE NOUVELLES

tuna photo: Floortje / iStock / Getty Images Plus

Smuckers agrandit et améliore son usine de Sherbrooke Smucker’s Foods of Canada Corp. a reçu du gouvernement fédéral un investissement pouvant atteindre 1,8 million de dollars pour moderniser son équipement. Smucker’s envisage de lancer la production de crème fraîche épaisse et de transformer de nouveaux formats de lait évaporé et de lait concentré sucré à son usine de transformation de Sherbrooke.

Ce financement fait partie d’un investissement global de 11,7 M$ de la part de Smucker’s Foods pour agrandir l’usine et mettre en place du matériel et des systèmes de production à haut rendement.

L’entreprise qui fournit déjà le Canada en produits Eagle Brand et Carnation élargira son offre et, pour ce faire, augmentera de presque quatre millions de tonnes sa demande de lait canadien. À ce jour, 19 transformateurs laitiers ont

été jugés admissibles à un financement d›une valeur totale de plus de 21,4 M$ dans le cadre du Fonds d›investissement dans la transformation des produits laitiers d›une valeur de 100 millions de dollars, et ce, pour un large éventail de projets: fromage, séchage du lait, yogourt, crème et beurre.

L’étiquetage erroné des produits de la mer persiste au Canada Selon une étude sans précédent réalisée par des chercheurs de l›Université de Guelph (U de G), le Canada continue de subir un problème d’étiquetage erroné du poisson, et ce problème persiste tout au long de la chaîne d’approvisionnement.

Dans une seconde étude, les chercheurs ont découvert que 32 % des poissons étaient mal étiquetés à la source, et que le nombre d’échantillons mal identifiés augmentait au fur et à mesure que l’aliment se déplaçait dans le système alimentaire.

LUDA Foods reçoit un prix DUX pour son supplément de protéines végétales Aliments LUDA, fabricant de soupes, sauces et assaisonnements situé à Pointe-Claire, a remporté un prix avec son supplément de protéines végétales LUDA H lors du Gala DUX qui s’est déroulé le 30 janvier dernier.

Près de 500 professionnels issus de différents secteurs d’activité de la communauté alimentaire ont assisté à cet événement qui avait lieu au Marché Bonsecours à Montréal. Présenté par les animateurs Bruny Surin et Isabelle Racicot, le gala a récompensé les entreprises, organismes et institutions qui se sont démarqués par leurs initiatives pour favoriser une saine alimentation dans trois grandes catégories : Produits, Communications et Projets. Le jury était composé de professionnels et d’experts dans les domaines de l’alimentation et de la santé.

Aliments LUDA a remporté un prix dans la catégorie « Produits facilitateurs » avec son Supplément de protéines végétales LUDA H. Ce supplément nutritionnel à dissolution instantanée peut être ajouté aux soupes, sauces, purées et/ou mets préparés et autres pour en rehausser la teneur en protéines, fibres, vitamine B12 et fer, prévenant ainsi la dénutrition chez les individus institutionnalisés, et ce, sans arrière-goût chimique. Une portion (13 g) contient 6 g de protéines, 4 g de fibres, 0,94 mg de fer et 4,2 mcg de vitamine B12.

« Nous étudions la fraude relative aux poissons et fruits de mer depuis une décennie », a déclaré le professeur Robert Hanner, auteur principal de l’étude. « Nous savons depuis longtemps qu’il y a des problèmes, mais cette étude constitue la première démarche qui va au-delà du simple constat, et qui s’attarde aux endroits où se produisent les problèmes dans la chaîne d’approvisionnement alimentaire. » Les résultats révèlent que les erreurs d’étiquetage se produisent avant l’importation du poisson au Canada, ainsi que tout au long de la chaîne d’approvisionnement, précise le professeur de biologie intégrative. « Cela ne semble toutefois pas se limiter aux marchés étrangers, mais se rencontrer également chez nous. L’Agence canadienne d’inspection des aliments (ACIA) s’est associée à nous pour trouver activement des solutions à ce problème persistant », ajoute-t-il.

Récemment publiée dans la revue Food Research International, l’étude a été réalisée en collaboration avec l’ACIA. Les chercheurs de l’U de G ont examiné 203 échantillons de 12 espèces clés ciblées provenant de divers importateurs, usines de transformation et détaillants en Ontario. Parmi les échantillons, 141 (69,5 %) provenaient de détaillants, 51 (25 %) d’importateurs et 11 (5,5 %) d’usines de transformation.

Les chercheurs ont identifié les échantillons à l’aide de codes à barres selon l’ADN. Développée à l’U de G, cette technologie permet aux scientifiques de déterminer les espèces d’organismes à l’aide d’une petite section normalisée de matériel génétique.

Les résultats ont révélé que 32 % de l’ensemble des échantillons avaient été mal étiquetés: 17,6 % lors de l’importation, 27,3 % dans les usines de transformation et 38,1 % chez les détaillants. « Le taux plus élevé d’étiquetage erroné dans les échantillons

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Starbucks Canada s’engage à sauver 100 % des aliments pouvant être donnés Starbucks Canada a annoncé le lancement du programme FoodShare de Starbucks, une initiative nationale visant à fournir des repas nourrissants et prêts à manger aux personnes dans le besoin. L’entreprise s’engage à récupérer 100 % de la nourriture pouvant être donnée dans ses quelque 1100 établissements.

S’appuyant sur un projet pilote réussi avec Second Harvest – la plus grande organisation de récupération alimentaire au Canada – le programme a été lancé en Ontario dans plus de 250 magasins du Grand Toronto le 22 février dernier.

Starbucks s’emploie activement à étendre le programme à davantage de villes et de provinces, dans le but d’offrir une solution nationale d’ici 2021. « Les aliments gaspillés s’avèrent un problème de grande envergure pour tous les acteurs du secteur alimentaire, alors que plus de quatre millions de Canadiens sont touchés par la faim », a déclaré Luisa Girotto, vice-présidente Affaires publiques chez Starbucks Canada. « Cette situation est tout simplement inacceptable, et il est de notre devoir de contribuer à résoudre ce problème maintenant que nous disposons d’un moyen de donner en toute sécurité des aliments réfrigérés et périssables, tout en préservant leur qualité. » Au Canada, la compagnie a toujours fait don de pâtisseries et de produits de boulangerie non vendus, mais elle souhaitait en faire plus. Starbucks a investi dans la recherche et les tests d’assurance qualité, afin de mettre au point un programme de premier plan dans le secteur permettant de donner en toute sécurité des aliments réfrigérés et périssables. Désormais, des aliments nourrissants – tels que des sandwichs déjeuners, des paninis, des boîtes protéinées, des salades, du yogourt, du lait et des substituts laitiers comme le soja et la noix de coco – peuvent être donnés à ceux qui en ont besoin.

FoodShare de Starbucks a défini des lignes directrices et élaboré une formation sur le maintien de la température, de la texture et de la saveur de ces aliments, afin qu’ils puissent se rendre chez le destinataire en toute sécurité et fraîcheur.

Pour sa part, Second Harvest travaillera avec des groupes communautaires locaux à travers la province, lesquels collecteront les aliments en s’assurant de respecter les normes de salubrité alimentaire.

En plus de lutter contre la faim, le programme FoodShare de Starbucks détournera les surplus de nourriture des sites d’enfouissement, contribuant à minimiser l’empreinte environnementale de la société. La quantité de nourriture gaspillée chaque année est particulièrement stupéfiante. Au Canada, on estime que près de 60 % de tous les aliments produits sont perdus et gaspillés chaque année, selon une étude récente intitulée La crise évitable du gaspillage alimentaire. Afin de limiter les effets du changement climatique, les Nations Unies se sont fixé pour objectif de réduire de moitié les pertes et les déchets alimentaires d’ici 2030.

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provenant des détaillants – comparé à celui des échantillons provenant des importateurs – indique le rôle que jouent les étapes de distribution et de réemballage des produits de la mer en matière d’étiquetage », fait valoir M. Hanner.

Il soulève quelques pistes de réponses résultant de cette situation. « La raison peut en être une d’ordre économique : des poissons moins chers délibérément mal étiquetés comme des poissons plus chers.

Elle peut aussi être de nature sémantique, les réglementations d’étiquetage différant d’un pays à l’autre, certaines autorisant une appellation plus ou moins large pour une même espèce, plutôt que de s’en tenir à son nom scientifique. » Au Canada et aux États-Unis, les poissons sont étiquetés avec un nom commun plutôt qu’avec un nom scientifique précis.

Par exemple, diverses espèces peuvent être vendues comme du thon, bien que le prix puisse varier considérablement d’une espèce précise à l’autre. « Cette situation crée de l’ambiguïté et ouvre la porte à la fraude ou à des erreurs commises de bonne foi, souligne-t-il. Cela rend également plus difficile d’effectuer un suivi efficace sur les espèces en péril ou celles comportant une teneur en mercure plus élevée. Au bout du compte, les consommateurs canadiens ne savent pas vraiment quel type de poisson ils mangent. » Les pays européens qui ont récemment inclus le nom des espèces (en plus des noms communs) sur les étiquettes ont vu les fraudes diminuer, fait-il remarquer.

Voilà une solution qui pourrait aider à réduire les problèmes de poissons importés mal étiquetés, commente M. Hanner, mais la nouvelle étude montre la nécessité de procéder à des tests de vérification à plusieurs endroits dans la chaîne d’approvisionnement. « La prochaine étape consisterait à suivre un paquet de l’importation à la vente en gros, puis au détail, et voir ce qui se passe. »

Pilgrim’s Pride poursuivie pour publicité trompeuse Food & Water Watch et Organic Consumers Association (OCA) ont intenté une action en justice contre Pilgrim’s Pride Corp. pour publicité et marketing trompeurs des produits à base de poulet Pilgrim’s Pride. La poursuite a été portée devant la Cour supérieure de D.C. en vertu de la Loi relative aux procédures de protection du consommateur de cet État.

Les organismes à but non lucratif, représentés par Richman Law Group and Animal Equality, allèguent que Pilgrim’s prétend à tort que les oiseaux utilisés dans ses produits sont nourris « uniquement d’ingrédients naturels », qu’ils sont traités dans le « respect des animaux » et élevés de manière responsable pour l’environnement.

Cependant, les plaignants prétendent

que Pilgrim’s élève, transporte et abat systématiquement ses poulets dans des conditions inhumaines de complexes agricoles, faisant notamment un usage systématique d’antibiotiques, de désinfectants chimiques synthétiques, de céréales génétiquement modifiées, de médicaments favorisant la croissance et de substances non naturelles. « Pilgrim’s Pride utilise des tactiques de marketing tendancieuses visant à tromper les consommateurs », a déclaré Wenonah Hauter, directrice principale de Food & Water Watch. « Ses activités n’ont rien de naturel, de respectueux des animaux, ni de favorable à l’environnement.

Pilgrim’s Pride se préoccupe de ses profits, pas de la planète. » Ronnie Cummins, directeur international d’OCA, a soutenu : « Lorsque les consommateurs lisent que les poulets de

Pilgrim’s ne mangent que des «ingrédients naturels», ils ne s’attendent pas à ce que ces ingrédients incluent des antibiotiques, des céréales génétiquement modifiées ou des médicaments favorisant la croissance.

Ils ne s’attendent pas non plus à ce qu’un oiseau élevé «dans le respect des animaux» ait vécu toute sa vie emprisonné dans un entrepôt chargé de maladies, sans accès à l’air libre. Il est temps pour Pilgrim’s de mettre de l’ordre dans ses actions ou de rectifier ses prétentions marketing. » Les groupes allèguent également que Pilgrim’s abuse des poulets par l’action de ses entrepreneurs et employés, l’utilisation de produits chimiques toxiques et l’émission de grandes quantités de polluants, ainsi que l’utilisation de races de poulets à croissance rapide sélectionnées artificiellement et présentant des conditions de santé chroniques et débilitantes.

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FOODINCANADA.COM 29 11/15/18 2:20 PM

Garder la viande dans l’assiette Dans quelle mesure le nouveau Guide alimentaire canadien influence-t-il la promotion effectuée par les groupes de viande du pays?

— PAR TREENA HEIN —

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a consommation de viande est scrutée à la loupe depuis des années au Canada et dans le monde; le bienêtre des animaux, la salubrité des aliments et les coûts suscitant de plus en plus l’attention des consommateurs.

En ce qui concerne la consommation de viande rouge, les données de « l’Enquête sur la santé dans les collectivités canadiennes » de Statistique Canada font état que les Canadiens l’ont réduite d’environ une portion par semaine dans la période entre 2004 et 2015. Bien que les boîtes de repas prêts à cuisiner ouvrent actuellement la porte à une autre façon de consommer des mets à base de viande et de volaille, nombreux sont ceux qui observent l’accent mis sur les protéines végétales dans le plus récent Guide alimentaire canadien (et le changement de nom du groupe alimentaire « viande et substituts » pour « protéines »).

De plus en plus de Canadiens considèrent maintenant les protéines végétales comme moins chères, meilleures pour la santé et meilleures pour

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la planète. En effet, dans un nouvel article intitulé « In Defence of Canada’s Food Guide » (À la défense du Guide alimentaire canadien), rédigé par la Dre Catherine Mah, titulaire de la Chaire de recherche canadienne sur la promotion de la santé des populations à l’Université Dalhousie, et ses collègues ont déclaré : « Les chercheurs en durabilité de l’alimentation reconnaissent de plus en plus qu’il faut nourrir une population croissante tout en respectant les limites biophysiques de la planète. Pour ce faire, nous devrons passer à un régime alimentaire comportant davantage de végétaux ».

Le Dr Sylvain Charlebois, doyen de la Faculté de gestion à l’Université Dalhousie, note que la viande n’est que l’une des nombreuses sources de protéines présentées dans le nouveau Guide alimentaire canadien, et que ce dernier suggère que d’autres sources pourraient être plus nutritives. « Nos amis de l’industrie du bœuf, du porc et des produits laitiers s’en voient un peu mal à l’aise, dit-il. Je pense que tous les groupes de viande doivent considérer leur aliment comme un ingrédient : par exemple, promouvoir un repas comme un pain de viande aux lentilles. Les groupements de producteurs spécialisés ont jusqu’à ce jour essayé de convaincre les consommateurs canadiens de bien manger ce qu’ils produisent. Leur discours doit maintenant guider ces derniers sur les nouvelles façons de consommer la viande. Ils doivent “se lier d’amitié avec l’ennemi”, convenir avec Pulse Canada, les maraîchers, etc. de nouvelles avenues de commercialisation de la viande. » Cependant, M. Charlebois estime que le plaidoyer en faveur des protéines à

photo: Canada Beef

RAPPORT SUR LA VIANDE

photo: Canada Beef

base végétale est « tellement grandiloquent à l’heure actuelle » qu’il est difficile pour les groupes de viande de prendre leur place. « L’industrie du bœuf a réagi à la situation en tenant la Table ronde canadienne sur le bœuf durable (Canadian Roundtable for Sustainable Beef), dont l’objectif est de présenter le bœuf comme un produit durable. C’est une excellente initiative, mais je pense qu’elle arrive environ dix ans trop tard, commente-t-il. Les gens ont pris leur décision. En 2014, le végétalisme a fait son apparition au même moment que le prix du bœuf a augmenté, orientant le consommateur dans une autre direction. La demande pour la viande de porc s’avère légèrement inférieure à ce qu’elle était, mais le marché se maintient. Le poulet, quant à lui, connaît une hausse. Du point de vue de la durabilité, le port et le poulet se portent beaucoup mieux que le bœuf. En outre, nous cuisinons mieux le porc qu’il y a quelques années. » De son côté, Joyce Parslow, directrice principale du marketing et des relations avec les consommateurs chez Boeuf canadien, fait remarquer que la demande pour la viande de boeuf au détail est à un niveau inégalé depuis la fin des années 1980. Cela est dû en partie au fait que le boeuf peut être acheté à différents prix selon le produit offert. En ce qui concerne les stratégies de marketing, Boeuf canadien diffuse actuellement trois publicités télévisées sur les avantages nutritionnels du bœuf, et publiera prochainement des publicités imprimées expliquant comment la majeure partie du bœuf canadien provient de pâturages situés sur des terres marginales autrement inutiles. « Nous nous concentrons sur les histoires inédites et peu racontées sur le bœuf, mettant en lumière ses valeurs environnementales et nutritionnelles, a confié Mme Parslow. Le territoire canadien se révèle parfaitement adapté à la production de boeuf. » Tout comme M. Charlebois, Boeuf canadien utilise le modèle « assiette santé » du Guide alimentaire pour élaborer des idées de boîtes de repas prêts à cuisiner au bœuf. Mme Parslow souligne qu’il existe « un débat » sur le fait que le nouveau Guide pourrait avoir un impact négatif à long terme sur la consommation de protéines d’origine animale. « La viande rouge/de boeuf semblent être le paratonnerre du débat, mais le nouveau Guide alimentaire soutient le boeuf et les autres protéines animales dans le cadre d’un régime alimentaire sain. Cependant, il existe plus de choix que jamais dans la catégorie des protéines. En outre, tous les secteurs de l’alimentation doivent reconnaître que le repas assis traditionnel a largement cédé la place à des repas rapides, des repas à l’extérieur, etc. » Mary Ann Binnie, gestionnaire en nutrition et relations avec l’industrie alimentaire au Conseil canadien du porc (CCP), indique que, même si le « visuel » du guide a été rafraîchi, « le conseil de savourer de la viande rouge maigre avec beaucoup de légumes, de fruits et de grains entiers demeure le même que dans les versions précédentes ». Néanmoins, dans un communiqué émis à la fin janvier, le président du CPP, Rick Bergmann, a déclaré :

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photo: Canada Beef

« Nous craignons que les Canadiens interprètent cette nouvelle version comme une recommandation visant à réduire la consommation de viande au profit de protéines végétales ». Le CCP soulève également le point que la réduction de la consommation de viande rouge pourrait avoir de graves répercussions sur certains groupes de personnes qui pourraient ne pas consommer suffisamment d’éléments nutritifs tels que le fer.

La consommation de porc est demeurée relativement stable depuis 2010, selon Statistique Canada, fait valoir Kevin Mosser, directeur national du marketing chez Canada porc international. En 2015, dans le but de maintenir ou d’augmenter ce niveau, l’ensemble de l’industrie a développé la marque « Porc canadien vérifié », afin de mettre en valeur la qualité et la salubrité du porc canadien. Parmi les efforts de marketing déployés récemment par Porc Canada, soulignons les programmes axés sur le « potentiel d’expansion ». « Les méthodes de cuisson saisonnières et les thèmes traditionnels fournissent aux détaillants et aux fournisseurs de services alimentaires des idées de commercialisation innovatrices, des ressources marketing et des supports de vente attrayants qui viennent rehausser les comptoirs à viande ou les menus », expose M. Mosser.

32 MARS 2019

Le secteur de la volaille en force Le poulet fait une féroce concurrence au bœuf et au porc. Dans la nouvelle mise à jour du Guide alimentaire, le poulet se positionne comme la principale source de protéines au Canada. Selon Lisa Bishop-Spencer, chef de marque et directrice des communications aux Producteurs de poulet du Canada (PPC), cela s’explique par le coût concurrentiel, la polyvalence et le profil nutritionnel du produit. Depuis la fin 2017, la marque « Élevé par un producteur canadien » du PPC a pris de l’ampleur pour incorporer des programmes à la ferme liés aux soins, à la qualité et à la durabilité. « Nous avons signé une entente avec plus de 27 transformateurs, détaillants et fournisseurs de services alimentaires [pour l’utilisation de la marque], et beaucoup d’autres demeurent à venir, a exprimé Mme Bishop-Spencer. En 2019, nous élargissons notre portée sur les réseaux de Rogers, TVA et Corus, ainsi que sur diverses propriétés numériques. Notre rayon d’action s’étend également à différentes clientèles, et notre stratégie de médias sociaux s’avère extrêmement percutante. » Quant au président du Conseil canadien des transformateurs d’œufs et de volailles (CCTOV), Robin Horel, il est d’avis que la consommation de poulet continuera d’augmenter au Canada à un taux plus élevé que l’accroissement de la population, en tenant notamment compte de l’immigration. « J’anticipe que nous gagnerons des parts de marché par rapport à d’autres sources de protéines, dont la viande, vraisemblablement », estime-t-il. Bien que M. Horel ne soit pas au fait des nouvelles offres de poulet transformé à venir cette année, il prédit que ses membres lanceront assurément davantage de nouveaux produits à base de dinde: des produits de première transformation tels que les morceaux de dinde, mais également des morceaux de plus petits d’oiseaux, des demi-poitrines et de la dinde hachée, ainsi que des produits davantage transformés tels que les escalopes et la charcuterie. L’industrie de la dinde a travaillé d’arrachepied ces dernières années pour étendre sa portée bien au-delà des oiseaux entiers réservés au temps des Fêtes.

photo: HelloFresh

M. Horel s’attend aussi à voir plus de transparence sur les emballages de volaille, afin de répondre aux demandes des consommateurs qui veulent savoir d’où viennent les produits et comment ils sont transformés. Il mentionne qu’on voit de plus en plus — tant sur les produits d’épicerie que sur les menus de restaurant — des renseignements relatifs à la provenance (agriculteurs) et à la méthode de production (élevage sans antibiotiques ou autres).

Boîtes de repas prêts à cuisiner Selon M. Charlebois, les boîtes de repas prêts à cuisiner constituent de bonnes occasions d’affaires pour le secteur de la viande. Ce nouveau produit continuera de prendre de l’expansion. Si ses véritables profits demeurent encore à venir, son intérêt auprès des consommateurs ne cesse de croître. En outre, il est soutenu par le concept « assiette santé » du nouveau Guide alimentaire. La compagnie HelloFresh Canada, la plus grande entreprise oeuvrant dans ce secteur au pays, expédie maintenant ses produits à 95 % de la population canadienne. De nombreuses autres compagnies, de Wal-Mart à Amazon, se présentent maintenant également comme des joueurs sur ce marché par le biais de ventes à domicile et en magasin.

Voici quelques-uns des choix récents de menu à base de viande offerts par Hello Fresh Canada: sauté de boeuf avec pois mange-tout et noix de cajou grillées; fajitas de porc grésillant aux poivrons grillés, crème à la lime et salsa fresca; poulet en croûte de flocons de maïs avec purée de pommes de terre sucrée et trempette ail/ sirop d’érable; et penne à la dinde avec sauce rosée. Le prix d’une boîte de repas prêt à cuisiner à base de viande HelloFresh ou Chef ’s Plate (appartenant maintenant à HelloFresh) est actuellement le même quel que soit le type de viande/volaille, mais ce n’est pas une garantie que cette situation ne changera dans l’avenir.

FOODINCANADA.COM

33

NEW PRODUCTS Dust-tight drum dumper for difficult materials The TIP-TITE® drum dumper by Flexicon is designed for use with poorly-flowing or agglomerated materials, allowing rapid transfer of free- and non-free-flowing bulk solid materials dust-free. Similar in performance to open chute dumpers but with total dust containment, the outlet on the downstream end of the dumper is nearly equal in area to that of the drum opening, allowing agglomerated materials and large chunks to be discharged with minimal possibility of material bridging. Drums from 30 to 55 gallons (114 to 208 litres) are positioned on the dumper platform, which is raised by a hydraulic cylinder, seating the rim against the circular end of the discharge transition. A second hydraulic cylinder tips the platform-hood assembly and drum, stopping at dump angles of 45, 60 or 90 degrees with a motion-dampening feature. At full rotation, the transition outlet mates with the gasketed

Whole Algae Complex

square inlet on the lid of a hopper or downstream process equipment, allowing a pneumatically-actuated slide gate

Taking the “whole food” approach

valve to be opened and closed for total or partial discharge

Algatechnologies Ltd. (“Algatech”) has a

with no dusting.

clean-label, all-natural whole-algae complex, AstaPure® Arava. This pure, whole-food form contains all of the naturally occurring constituents of healthful Haematococcus Pluvialis algae. This species of microalgae is also the richest known source of astaxanthin. AstaPure Arava whole-algae powder, containing the whole algae, natural astaxanthin and the newly discovered natural complex is backed by research and addresses the needs of consumers seeking pure, whole-food, plant-based, nonGMO nutraceuticals.

High-speed inspection camera series The Merkur camera series combines a line scan camera with a smart camera and makes it a high-speed system for the inspection of endless material, printing material, paper web and steel band, in the printing industry and textile production. The Merkur ZLS has a FPGA and an IP Core to program the FPGA. The Dual Core ARM processor can also be extended with the Myriad 2 Deep Learning processor. This offers the possibility to solve particularly fast Deep Learning applications such as surface inspection. The camera has Power over Ethernet (PoE) as well as M12 connectors and protection class IP67 with a maximum resolution of 2 x 2048 pixel.

34 MARCH 2019

Compact dry screw vacuum pump Atlas Copco’s Industrial Vacuum division has launched the DHS 065-200 VSD+ dry screw vacuum pump. Built for rapid cycling and continuous operation applications, the DHS VSD+ is clean, zero contamination dry vacuum pump that requires no water or oil cooling. Certified as oil-free in the category ‘Class Zero’ according to ISO standard 8573-1, the pump is free of oil emissions, including aerosol oil content in the outlet air stream. The reduced number of parts within the pump combined with the variable pitch screw design help increase efficiency and reduce maintenance.

Reduced maintenance is an integral feature of the DHS VSD+ series. The grease-lubricated bearings and the belt are the only parts which require replacement. The belt itself can be changed without external service support within 30 minutes. The robust canopy retains the integrity of the internal parts and can be removed easily.

Bulk Unloading Systems Sterling Systems & Controls, Inc. offers a full line of Bulk Bag Unloaders that incorporate many of the same structural aspects as its micro, minor, and major ingredient weighing systems, but are specifically designed to unload or discharge a bulk bag, typically into a fixed hopper within your system. Bulk bag unloaders are customized to meet the specific needs of each customer application.

Solutions are often provided to unload bulk bags of dry bulk solid materials and directly fill supply bins such as drums or tote tippers.

Whatever your application requires, the company will customize a bulk bag unloader to meet your specific requirements.

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