Safety, accessibility and affordability. These are the three pillars that Canada’s food supply system is known for globally.
When COVID-19 struck and people took to their grocers to stock up on goods, it was the first time for many that food and food security became top-of-mind issues. The It’s Good, Canada campaign assures us that amidst present-day uncertainty, we can count on the resiliency of our country’s food system.
About It’s Good, Canada
It’s Good, Canada is a digital campaign launched by The Canadian Centre for Food Integrity (CCFI) in May. Its centrepiece is a series of short videos, in English and French, featuring Canadians in the agri-food business. Farmers, restaurateurs, fishers, ranchers, distributors, retailers and many more lend their voices to the campaign.
“The diversity of our content reflects not only the diversity of our industry but also the diversity of our consumers,” says Christina Crowley-Arklie, communications coordinator for CCFI. “We love food in so many different ways; that’s what we try to reflect in our campaign.”
You can visit the campaign website, or one of the many social channels, to hear from a restaurateur who shares his passion for and commitment to sourcing local produce for his menus, or see the pride a second-generation fish harvester has for her family’s history in the industry.
The campaign has three key objectives:
1. Begin a conversation with Canadians about food.
2. Help Canadians better understand Canada’s food system and how the supply chain works.
3. Unite Canada’s food system participants — from farmer to forklift driver — and the continual commitment required to deliver quality, safe and affordable food.
Beginning the conversation
2019 research from the CCFI reported that 91% of Canadians know little about farming practices, but 60% are interested in knowing more.
Beginning a conversation with consumers is challenging, as many do not think about food the same way that people in the industry do, nor do they ask the same questions about food. But this also is an opportunity to engage consumers in a new way, from a different and equally authentic perspective that resonates with them.
Seeding new understanding
In addition to the videos, the website has a collection of “Good Links” for consumers. These are credible information sources about Canadian agriculture produced by businesses and organizations across the country.
COVID-19 was the catalyst for the campaign, yet the CFFI believes that this is only the beginning in getting everyone talking about food issues. “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, and exports,” John Jamieson, CEO of CFFI, said in a recent statement. (Canadian Centre for Food Integrity. Highlighting the Canadian Food System Aim of New Campaign Launched by Canadian Centre for Food Integrity. May 27, 2020.)
Uniting farmers, forklift drivers, and everyone in between
CCFI has the unique ability to build bridges along the food supply chain because they represent a variety of farmers across the country, and speak with consumers directly.
The list of sponsors and partners is growing as the campaign takes off. Maple Leaf Foods, Farm & Food Care Ontario and Saskatchewan, and Chicken Farmers of Canada are among the partners so far.
Discover It’s Good, Canada for yourself
Read about what makes Canada’s food system strong, hear from diverse voices across the supply chain, and grow your understanding of Canadian agriculture by visiting the campaign’s website or social media using the #ItsGoodCanada hashtag.
Website – itsgoodcanada.ca