Canada has a new nationwide campaign trying to bridge the gap between Canadians and their food system.
The Canadian Centre for Food Integrity launched their “Canada’s Food System: Our Food. Our Future” campaign as many Canadians were preparing for the Thanksgiving long weekend. The campaign includes a six-part English podcast series, digital engagement tools and a public pledge aimed at building awareness of the network that delivers food to Canadian tables.
“It’s time Canada sees the food system for what it truly is: a core Canadian pillar,” said Lisa Bishop-Spencer, the centre’s executive director. “Our food system is profoundly national. It deserves to be seen, and strengthened, as a strategic asset.”
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WHY IT MATTERS: Canada’s agri-food sector employs 2.3 million people and contributes more than $140 billion to the national GDP. Meanwhile, agriculture and agri-food industry often notes that a growing number of urban consumers lack real understanding of where their food comes from or what goes into bringing it to the grocery shelf.
The initiative aims to address what Bishop-Spencer described as indifference rather than distrust in the food system. She cited research suggesting that, of 38.5 million conversations happening online at any given time, only three per cent are about food and the food system. Of that small percentage, 81 per cent trust the food system.
“We know that trust grows when conversations deepen. So, we need to hold those conversations with Canadians and in a transparent way that shows the breadth and depth of our system,” she said.
The food system supports one in every nine Canadian jobs, and Canada is one of the world’s largest food exporters, backed by trade agreements reaching more than 1.5 billion global consumers, the centre notes. The food and beverage industry is the country’s largest manufacturing sector.
Pitching the food system
The campaign invites Canadians to view the food system differently, said Justine Hendricks, president and chief executive officer of Farm Credit Canada, a partner in the initiative.
“We are inviting Canadians to see the food system in a new way, not just as infrastructure, but as a foundation for our economy, our communities and our shared future,” Hendricks said. “We have the ability to secure Canada’s place as a world leader in ag and food innovation, but to do that, all Canadians need to rally together and recognize the full value of our food system and the vital role it plays in our everyday lives.”
The initiative also highlights the connection between innovation and food security, said Keith Currie, president of the Canadian Federation of Agriculture.
“We’re proud to be part of this initiative as it looks to reconnect Canadians with how food reaches their plates … This initiative shows that innovation and investment in the sector aren’t just about exports, they are absolutely essential for food security and economic resilience,” Currie said.
Collaborative effort
It took collaboration across the food system to bring the initiative to life, Bishop-Spencer said. She pointed to project objectives, such as elevating Canada’s food system to become a core societal value, compelling Canadians to engage in efforts to sustain and improve it and deepening understanding of the system’s importance.
The audio docu-series associated with the campaign features stories from across Canada, from Saskatchewan farmers to aquaculture pioneers. Videos are oriented around themes of innovation, sustainability and food security. A two-part French series is also available.
People often listen to short podcasts on their way to and from work, Bishop-Spencer said. The audio docu-series is strategically chosen to reach those people.
Canadians can listen to the series on Spotify and other podcast platforms starting Thanksgiving Day, Oct. 13, and can sign a pledge at canadafoodsystem.ca.
