New awareness campaign aims to strengthen confidence and pride in Canada’s food system

By Jennifer Barber

Canada has long been known as a global force when it comes to agriculture and food. But a recent survey conducted by The Canadian Centre for Food Integrity found that fewer than half of respondents held a positive view of Canada’s food system. This is why the CCFI is launching a new, three-year national awareness campaign celebrating Canada’s food system, combating misinformation and showing all Canadians why their food system is one to be proud of.

“The goal of this initiative is to inspire public pride and engagement with the value chain,” says Lisa Bishop-Spencer, executive director with the non-profit CCFI. “We want Canadians to see our food system as a core Canadian value alongside education and health care.”

Public awareness and public relations

In today’s political climate, many consumers have recently shifted from indifference in their food supply to rallying support for the Canadian-based sector. Bishop-Spencer says that with attention on Canadian products, it’s time to leverage that sense of Canadian pride.

“Many consumers see the food system as either what’s growing on a farm or what is in the grocery store,” says Bishop-Spencer. The campaign will help consumers better understand where their food comes from, and the roles played throughout the entire food system.

Dubbed “Canada's Food System: Our Food. Our Future,” the campaign will highlight the people, partnerships and progress in Canada’s food sector that makes Canada a global leader in food production and innovation. In today’s current global market, which faces trade issues, climate concerns as well as increased interest in domestic supply, the initiative aims to show how Canada’s food system is vital to the country’s future.

“The initiative reminds Canadians that the country’s food system supports over two million Canadian jobs, contributes more than $140 billion to the national GDP, and ranks as the fifth largest exporter of agriculture and agri-food products globally,” said Keith Currie, President of the Canadian Federation of Agriculture in a press release announcing the initiative. “With export targets reaching $75 billion by 2025, the sector plays a vital role in driving growth, securing trade, and strengthening Canada’s global economic standing.”

Canadians pledging support

The campaign asks Canadians to take the Canada’s Food System pledge to show their support for producers, researchers, transportation systems and retailers who make sure Canadians are well fed from coast to coast.

Bishop-Spencer says that Canadians are looking for things that unite them, and our food sector is one of those things. Although it is vast and varied, the sector has the common goals of food security, sustainability and job creation.

“Often the Canadian view of agriculture is dated, and we need to position it as rooted in the same values that most Canadians hope for when it comes to their food supply,” she says. “Be that diligent research into new technology, high levels of food safety, care for animals and concern for the environment.”

While farmers are critical to producing the food Canadians eat, the wider business of food production is one of the most innovative in the country. Plant scientists continue to expand what can be grown and are adapting to climate concerns. Equipment changes make sure that sustainable farming practices are constantly advancing. Areas from aquaculture to manufacturing to food processing and distribution are consistently evolving to meet the needs of the environment and the public.

O Canada, let’s talk food

The aim of first 100 days of the campaign is to build awareness and public pride. Primarily using social media, the campaign hopes to build a discussion around the food system, its strengths and opportunities. On Instagram, X, Facebook, Bluesky and on the Canada’s Food System website, the campaign will guide followers through the food system and the people who make it work.

“There are about 38.5 million Canadians online, with 1.5 million talking about the food system at any given time,” says Bishop-Spencer. “Of those who are engaged in the discussion, more than 80 per cent have a high level of trust. We want those people to help build trust and pride with those who are not as engaged or who have concerns.”

The next phases of the program will include storytelling to enhance an understanding of the different roles in the food system. First person accounts from growers, aquaculture operators, researchers, truckers and packaging companies — all to tie in the message that this is a cross-Canada industry to be proud of.

“We will be looking for people in the sector to share their stories not only to increase trust, but also to show that the food sector is a viable place for job growth,” she says. “We want to create opportunities throughout the sector so we are recognized as an innovative, essential part of Canada’s future. We hope farmers will help spread the word.”

To sign the pledge and learn more, visit www.canadasfoodsystem.ca.