The Government of Canada is investing $32 million in the Canada Brand marketing initiative.
The initiative will mean putting the maple leaf brand on top quality products that Canadian farmers grow, with the aim of increasing sales around the world.
Promoting Canada’s safe agriculture
According to a release on Agriculture and Agri-Food Canada’s website, the investment will fund market analysis, advertising campaigns and public opinion research that will promote Canada’s safe agriculture.
“By more actively promoting the strengths and benefits of the Canada Brand, the government will be complementing the individual marketing efforts of specific agriculture and food sectors in order to open more doors and increase sales,” said Minister of National Revenue and Minister of State (Agriculture), Jean-Pierre Blackburn.
Canada Brand is the third program delivered from the $500-million AgriFlexibility fund that was part of Canada’s Economic Action Plan.
The AgriFlexibility fund was created to help reduce the costs of production and improve environmental sustainability for the sector; promote value-chain innovation and sectoral adaptation; and respond to emerging opportunities and market challenges for the sector.