Feds boost buy Canadian efforts

Ottawa, Ont. – The federal government is launching a new initiative aimed at in-store promotion of Canadian food.

The program is the result of a successful pilot project by Agriculture and Agri-Food Canada (AAFC) that ran in March 2010. That study simulated an online buying experience to better understand consumer purchasing habits. According to the AAFC, the experience boosted consumer awareness of the high quality of Canadian food, producers and processors.

The new initiative will involve in-store marketing, such as banners and shelf displays, as well as an Internet presence, all aimed at encouraging consumers eat more home-grown produce and products.

“The Government of Canada is making a substantial investment, at home and abroad, to promote Canada’s agri-food sector as a reliable supplier of quality products,” said the Honourable Jean-Pierre Blackburn, minister of Veterans Affairs and Minister of State (Agriculture), in making the announcement. “The preliminary results of the pilot project are extremely positive and clearly indicate a way forward. It is our belief that initiatives like these will help Canadian producers and processors become more competitive on Canadian markets and enhance their profitability.”