Heritage seed gardening - LNN

By Alice McFarlane

Agri-Communication Initiative

New program connects Canadians with farmers

Dec 10, 2021 | 2:13 PM

LETHBRIDGE, AB – Agriculture and Agri-Food Minister Marie-Claude Bibeau has introduced a program to help connect consumers to producers.

The Agri-Communication Initiative will help Canadians better understand how their food is produced. Agriculture and Agri-Food Canada (AAFC) will provide up to $8 million over three years to support projects that promote consumer awareness and enhance Canadians’ trust in sustainability, animal care, and efforts to reduce food waste.

AAFC will also launch communications and awareness activities this spring to highlight efforts to adopt sustainable and environmentally friendly practices and technologies.

The Canada Brand platform will also get a refresh. Food businesses and partners will have access to new graphics and tools for digital platforms, enabling them to reach more consumers and create virtual connections with international buyers.

Bibeau said farmers and food business workers across Canada work hard to provide sustainable, high quality, nutritious food at home, and around the world. Consumers have a growing interest in learning more about where homegrown agricultural products come from and how they’re grown.

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“This initiative will develop more connections between the agriculture and agri-food industry and Canadians, which will increase appreciation and pride in our farmers and food businesses,” Bibeau said.

Not-for-profit associations and Indigenous groups can apply. This includes agricultural fairs and exhibitions. Funding for projects will be through a cost-share ratio, with AAFC covering 70 per cent and the recipients 30 per cent.

Applications for the program will be accepted until Sept. 30, 2023, or until funding has been fully committed. The program ends March 31, 2024.

Applicants should contact the program immediately to discuss their application if they can complete their activities before March 31.

An application form is available through AAFC’s website.

The second stream of the initiative will focus on increasing the sector’s understanding of consumer preferences and expectations. More information will be coming in the next few months.

This initiative was based on public opinion research, focus groups, and consultations with the Canadian Agricultural Youth Council, as well as industry and provincial organizations.