As a part of Canada's Economic Action Plan, the initiative will drive promotional activities, such as retail and restaurant promotions, for a wide range of Canadian products. Germany is a priority market for the Canadian agriculture industry and this investment will boost the German appetite and raise consumer awareness of Canada's food. Canadian agriculture and food exports to Germany totaled nearly $210 million in 2010.
Ritz met with German Agriculture Minister Ilse Aigner to build on the strong trade relationship of Canada and Germany. Ritz emphasized the importance of science-based approaches to international trade. He raised the need to develop pragmatic approaches and rely on science-based trade that is consistent with international standards. He noted the importance of the Canada-EU Comprehensive Economic and Trade Agreement negotiations and its benefit for Canada's farmers.
Germany was congratulated by Ritz on hosting a successful Anuga food show, the largest food show in the world. This year more than 84 Canadian businesses exhibited, including 42 companies in the Canada pavilion in the Fine Food Hall and more than 30 pork and beef companies in the Meat Hall. In 2009, Canada's pavilion at ANUGA resulted in $132 million (US$129 million) in either on site or follow up sales.
Next stop for Ritz is Russia, where he will lead a Canadian industry delegation and meet with government and industry Russian representatives.