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Newsletter – March 2025

Message from the Executive Director – Seizing the Momentum for Canada’s Food System

Many of you have already heard about the Public Awareness Initiative we’re developing in partnership with organizations across the food system — through presentations, one-on-one conversations, and meetings held across the country. Over the past year, we’ve shared the vision, tested ideas, and listened carefully to feedback from across the sector.

But for those who haven’t had the full picture — or are wondering where things stand — here’s where we are now.

The Initiative began with a clear goal: to address a long-standing challenge — public indifference. While the food system has always been essential, it has often been taken for granted. We set out to change that by building greater visibility, understanding, and trust.

But something has shifted.

As we developed the strategy, it became clear that indifference is no longer the main issue. Canadians are paying closer attention than ever, and what we’re seeing is the emergence of genuine Canadian pride. Global tensions, economic uncertainty, and food security concerns have brought new visibility to our food system. And for the first time in a long time, people are beginning to recognize just how much it contributes, not only to their lives, but to the country.

We captured this shift in a recent op-ed in the Financial Post, and it’s more critical than ever that this moment not be wasted. We’ve seen recognition fade before — during the pandemic, when the food system was viewed as one of the heroes, only to slip back into the background. This time, we’re determined to ensure that pride and visibility stick.

And Canadians are ready for this conversation.

Recent polling shows strong and consistent support for the goals of this campaign:

  • 82% say Canada’s food system is important to them
  • 82% are interested in learning more about it
  • 86% believe this kind of campaign would improve their trust in the food system
  • Only 33% agree that Canada’s food system should not be a priority right now

These results confirm what we’re hearing across the sector: the time is right. Canadians are open, engaged, and looking for more. The Public Awareness Initiative can meet that moment — and help turn awareness into lasting public trust.

That’s why the Public Awareness Initiative has evolved.

It’s no longer just about addressing indifference. It’s about solidifying national pride in the food system and ensuring Canadians understand its full value — in terms of jobs, economic impact, trade, and the everyday work that keeps food moving across the country and around the world. It’s about making the food system a lasting public value — something as deeply rooted in our national identity as health care or education.

And while CCFI is leading the development and coordination, this is not a CCFI-branded campaign. It’s a sector-wide initiative — a collaborative effort with no single owner. We’re simply the arms and legs making it happen, so the entire food system can benefit from a stronger foundation of public trust and awareness.

We’ve made meaningful progress. Advisory committees are actively helping to shape the strategy. Sector partners are investing in the work. And together, we’re building something designed for long-term impact.

Members and other sector representatives will soon receive an invitation to an exclusive, invitation-only webinar, where we’ll walk through:

  • What the Public Awareness Initiative is — and what it isn’t
  • Our detailed 100-day plan, including how we’ll:
    • Leverage the current wave of pro-Canadian sentiment
    • Launch foundational messages that highlight the food system’s scale, economic contribution, and human impact
    • Activate early partnerships across the sector
    • Establish the public-facing brand presence and narrative that Canadians can connect with — and see themselves in
  • How your organization can be part of shaping and amplifying the message

Please contact Jennily Germain Lauzon at jennily@foodintegrity.ca before April 4 if you have any questions about the webinar.

Thank you for your continued leadership, your thoughtful questions, and your commitment to a stronger future for Canada’s food system. We’re proud to be doing this work alongside you.

Lisa Bishop-Spencer