Ontario Agriculture

The network for agriculture in Ontario, Canada

The CFFO Commentary: The Canada Brand gets extended to the Domestic Market

By Nathan Stevens
May 25, 2012
 
Proponents of Canadian food for Canadians got a boost last week as the Federal Government announced that the Canada Brand has been expanded to include a domestic component. This is a positive step forward in market-oriented ways to enhance farmer’s opportunities both domestically and abroad.
 
The Canada Brand has been in existence for a number of years promoting the positive qualities of food produced in Canada in foreign markets. For example, Canada Brand has put considerable effort into promoting high value pork cuts in Japan. Extending the Canada Brand into the domestic market recognizes that the domestic market plays a key role in the viability of the agri-food sector.
 
Although the domestic portion of the Canada Brand is currently a relatively small program, with only 65 stores currently enrolled in the program, it is a start. This is the follow-up to a 2011 pilot program conducted in Newfoundland and Labrador, Ontario and British Columbia that sought to clearly identified Canadian products in a select group of stores. The program used shelf displays, brochures and other printed products, with the goal of increasing consumer awareness about Canadian food options on store shelves.
 
The results of the initiative showed that sales of Canadian food products went up significantly when clearly advertised. This key result adds new proof regarding Canadian consumer preferences towards clearly identified Canadian food. While this doesn’t mean that they will necessarily pay more for Canadian food, when given a choice, many prefer the Canadian option.
 
It is encouraging that our federal government is choosing to support initiatives that are domestically oriented as well as pursuing trade opportunities aggressively. Time will tell if additional Canadian grocery stores will choose to pursue this opportunity in the future. Canada’s agri-food industry should be sure to balance the importance of taking care of the domestic market while looking farther beyond our borders for new opportunities.


 

Nathan Stevens is the Interim Manager and Director of Policy Development for the Christian Farmers Federation of Ontario. The CFFO Commentary represents the opinions of the writer and does not necessarily represent CFFO policy. The CFFO Commentary is heard weekly on CFCO Chatham, CKNX Wingham, and UCB Canada radio stations in Chatham, Belleville, Bancroft, Brockville and Kingston and in Brantford and Woodstock. It is also found on the CFFO website:www.christianfarmers.org. CFFO is supported by 4,200 family farmers across Ontario.

Views: 53

Comment

You need to be a member of Ontario Agriculture to add comments!

Join Ontario Agriculture

Agriculture Headlines from Farms.com Canada East News - click on title for full story

Governments Of Canada and Manitoba Investing More Than $6 Million to Grow Local Food Processing Economy and Support Jobs

The governments of Canada and Manitoba are investing more than $6 million to help grow the economy by increasing food production facilities and supporting jobs across Manitoba under the Sustainable Canadian Agricultural Partnership (Sustainable CAP), federal Agriculture and Agri-Food Minister Heath MacDonald and Manitoba Agriculture Minister Ron Kostyshyn announced here today. “When we invest in food processors, we’re helping them grow, stay competitive and ensure they can keep putting their high-quality food on tables here in Canada and around the world,” said MacDonald. “These projects will help build a stronger, more resilient food system while supporting good jobs in the process.” A total of 19 food processors in Manitoba have been approved for funding for equipment upgrades, facility expansions, and new technologies that will improve efficiency, production capacity and environmental performance. “These investments support our economy, strengthen our communities and ensure susta

Governments of Canada and Manitoba Announce Support for Livestock Producers Affected by Drought Conditions

The governments of Canada and Manitoba are announcing support measures to aid Manitoba’s livestock producers affected by drought conditions, federal Agriculture and Agri-Food Minister Heath MacDonald and Manitoba Agriculture Minister Ron Kostyshyn announced today. Manitoba Agricultural Services Corporation (MASC) will provide support measures through its AgriInsurance program, improving cash flow for livestock producers needing to secure additional feed. “Our livestock producers play a critical role in our food supply and our economy. We need to do everything we can to support them, especially in the face of these dry conditions,” said MacDonald. “These program changes will ensure producers in Manitoba receive claim payouts faster, so they can source other feed options as quickly as possible.” For claim calculation purposes, MASC will be applying a quality adjustment factor to reduce yield appraisals by 40 per cent for drought-stricken cereal crops (all varieties of wheat, oats, bar

Government Fulfills $2 Million Commitment to Food Banks of Saskatchewan

As announced in the 2025-26 Provincial Budget, the Government of Saskatchewan is providing $1 million to Food Banks of Saskatchewan in August 2025 to distribute to agencies across the province. "This funding fulfills our government's commitment to provide $2 million over two years to help Saskatchewan families and food banks with rising food costs," Social Services Minister Terry Jenson said. "By partnering with Food Banks of Saskatchewan once again this year, we are providing additional support to communities across our province." The $2 million commitment was first announced in July 2024, with the first $1 million installment provided to Food Banks of Saskatchewan in August 2024. The Ministry of Social Services will work with Food Banks of Saskatchewan to distribute the second $1 million installment in August 2025 to agencies based on the population and average food bank usage of the communities they serve. "Saskatchewan Food Banks are experiencing an unprecedented year of dema

Register for Keep it Clean’s webinar on pre-harvest tips to produce market-ready crops

Keep it Clean will host a webinar on Wednesday, July 30 at 11 a.m. CDT to inform Canadian growers, agronomists and retailers of key on-farm practices to avoid unacceptable product residues and answer any questions to help protect the marketability of Canada’s canola, cereal and pulse crops. Registration for the webinar, which will include a live Q&A with experts, is now open. The webinar will dive into key practices, including how to properly stage crops for pre-harvest glyphosate application, why it’s essential to follow pre-harvest intervals (PHIs) and how to scout effectively for disease. “Applying a product like pre-harvest glyphosate for weed control too early can lead to unacceptable residues in harvested grain, putting market access at risk,” says Krista Zuzak, Director, Crop Protection and Production at Cereals Canada. “Following label directions - like waiting until grain moisture is below 30 per cent in the least mature part of the field - helps prevent residue issues

iTradeNetwork Webinar – Register Now

The Fruit and Vegetable Growers of Canada (FVGC), the Ontario Fruit and Vegetable Growers’ Association (OFVGA), and the Association des producteurs maraîchers du Québec (APMQ) have been working with iTradeNetwork to schedule a series of webinars for growers.

© 2025   Created by Darren Marsland.   Powered by

Badges  |  Report an Issue  |  Terms of Service