"The addition of the OIMP to the Homegrown Ontario program opens the door for all Ontario fresh, frozen or processed meat and poultry products that meet our criteria to be identified as Homegrown Ontario products," says Jennifer Haley, chair of Homegrown Ontario and executive director of the Ontario Veal Association. "This provides consumers with even more opportunity to support Ontario and serve locally-produced meat products to their family and friends."

To join the initiative retailers and suppliers must first sign agreements promising to abide by the established criteria. Retailers wishing to label meat as Homegrown Ontario must ensure that the product was purchased from an approved Homegrown supplier. To date, more than 100 retailers and 70 processors across Ontario have signed on to participate in the Homegrown Ontario program.

"Our members are very supportive of this collaborative initiative," says Laurie Nicol, executive director, OIMP. "We regard the Homegrown Ontario program as extremely beneficial in promoting Ontario meat products and strengthening the partnership between farmers, processors, retailers and consumers."

Members of the OIMP will benefit from the extensive marketing communications program that Homegrown Ontario has undertaken which includes free point-of-sale materials that clearly promote and identify Ontario produced meat, ongoing advertising in magazines such as Food & Drink and Canadian Living, and a comprehensive public and media relations program.