Superior Court ruling: duBreton welcomes a major step toward a marketing framework aligned with the realities of organic and animal welfare certified pork.

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Superior Court ruling: duBreton welcomes a major step toward a marketing framework aligned with the realities of organic and animal welfare certified pork.

Saint-Bernard, Quebec, March 24, 2026

duBreton applauds the decision rendered on March 18, 2026, by the Superior Court of Quebec, which orders Les Éleveurs de porcs du Québec to comply with the directive issued by the Régie des marchés agricoles et alimentaires du Québec and to move forward with a referendum process regarding the potential exclusion of organic and animal welfare certified pork production from the collective marketing plan.

The ruling marks an important step in a process initiated by duBreton in 2023, when the company filed an application with Régie, seeking formal recognition of organic and animal welfare certified pork production as a distinct category, based on its specific production practices and the specialized markets it serves.

“This decision confirms that it is both legitimate and necessary to collectively examine how our marketing model can be adapted. Organic and animal welfare certified pork is not commodity pork, and it is time for the regulatory framework to reflect that reality. ”
Vincent Breton, President, duBreton

A process grounded in the recognition of distinct agricultural models

For several years, duBreton has consistently advocated for an adjustment to the current marketing framework so that it better reflects the evolution of the pork sector and the diversification of production models. Organic and animal welfare certified pork production responds to clearly defined consumer expectations, stringent certification standards and specialized domestic and international markets, which differ fundamentally from commodity pork.

Despite these profound differences, the current collective marketing plan applies uniformly to all producers. As a result, specialty producers are subject to financial contributions and regulatory constraints tied to issues that do not correspond to their operational realities nor to the markets they serve.

A democratic process formally upheld

By confirming the Régie’s order and dismissing the application for judicial review, the Superior Court reaffirms the importance of the democratic mechanisms provided for under the Act respecting the marketing of agricultural, food and fish products. The upcoming referendum will allow all pork producers in Quebec to express their views on a targeted amendment to the collective marketing plan, within a framework based on transparency and diplomatic consultation.

For duBreton, this approach does not call into question the principle of collective marketing. Rather, it reflects the need to acknowledge that a structure developed several decades ago must now evolve to allow for the coexistence of different agricultural models, including organic and animal welfare certified production.

Economic, agricultural and societal considerations

Maintaining the status quo has, over time, limited the development of organic pork production in Quebec, to the extent that production intended for specialized markets must be sourced outside the province in order to meet consumer demand.

At a time when governments are expressing strong support for agricultural diversification, value added production and food autonomy, duBreton believes it is essential that the regulatory framework be consistent with these objectives and enable the growth of agricultural models aligned with societal expectations regarding animal welfare, environmental responsibility and transparency.

Next steps

duBreton will closely monitor the development of the referendum process to be prepared by Les Éleveurs de porcs du Québec and will participate constructively in the discussions ahead. The company intends to contribute to a respectful and fact-based dialogue focused on equity and on recognizing the realities specific to each production model.

About duBreton
Rooted in four generations of agri-food excellence, duBreton champions a vision of a world where human health, animal welfare, and sustainable agriculture thrive. Recognized as North America’s leading supplier of organic pork, with a growing global presence, duBreton exceeds certification standards for Global Animal Partnership (GAP), Certified Humane® Raised & Handled, and Canada Organic. Committed to a fair and equitable food system, duBreton supports the well-being of farmers, animals, people, and the environment.

Learn more: http://www.dubreton.com/

MEDIA CONTACT:
Alicia Baker
Senior Director of Marketing
alicia@ncsmokehouse.com