New campaign aims to highlight food system in Canada

May 28, 2020, Guelph, Ont. – A national campaign to connect consumers to the multi-faceted Canadian food system has been launched by the Canadian Centre for Food Integrity (CCFI), at a time when conversation around food and its availability has dominated media headlines.

It’s Good, Canada aims to connect Canadian consumers to the food system.

The campaign features personal stories of Canadians working in the food system from coast to coast to coast, on both the front and back lines along the food supply chain – from farming, transportation, retail, processing, and production.

It’s Good, Canada also aims to provide credible resources for Canadians to source fact-based information on Canada’s food supply system. Itsgoodcanada.ca was launched as the home base for the campaign and you can find the campaign as well on Facebook, Twitter, Instagram, and LinkedIn using the #ItsGoodCanada hashtag.

“It’s natural for Canadians to have an interest and questions about food, which touches our lives every day and has been foremost in the minds of Canadians recently,” says Kim McConnell, chair of the CCFI board of directors. “It’s Good, Canada captures the spirit of the agriculture-food industry and delivers on the mandate of the CCFI to earn the trust of Canadians by providing credible, fact-based information and research.

“Today we ask Canadians to take one minute of their day to read a Tweet or post, discover a new food fact, and share it with friends to further the conversation on Canadian food, which we’re so fortunate to enjoy and every day.”

It’s Good, Canada has three key objectives:

• Begin a conversation with Canadians about food.
• Help Canadians better understand Canada’s food system and how the supply chain works.
• Unite Canada’s food system participants – from farmer to forklift driver – and the continual commitment required to deliver quality, safe and affordable food.

“This campaign will initiate a substantial conversation regarding the Canadian food system, we will discuss topics such as jobs, food pricing, science and technology, climate change, exports – topics that are of interest to Canadians,” explains John Jamieson, CEO of the CCFI. “Consumers may be surprised to learn just how many moving parts are involved in the production, processing, packaging, and delivery of food. At a time when consumers want to understand how they can ensure food is available to them, now presents an opportunity to have a conversation with Canadians.”

The campaign will provide detail on the industry’s assurance programs that have been developed to support health and safety in Canadian agriculture and agri-food products. It will recognize the dedication of more than two million Canadians who have fed Canadians and countless others around the world for generations and will continue to do so.

The CCFI is a national non-profit organization with a clearly defined mandate as the service provider to help Canada’s food system earn trust by co-ordinating research, resources, dialogue, and training.