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Canada Brand updated for modern global marketing

February 14, 2023  By Agriculture and Agri-Food Canada

On Feb. 14, federal Minister of Agriculture and Agri-Food Marie-Claude Bibeau unveiled a modernized update to the Canada Brand program, plus a digital toolkit to help Canadian agriculture and agri-food businesses showcase their products in global markets.

More modern, flexible, easy-to-use and optimized for digital platforms, the updated Canada Brand program delivers on industry’s need to respond to new market realities in today’s digitally driven marketplace. The strategy and tools are free to use, and were developed in collaboration with industry and provincial governments, through focus-testing, research and consultation meetings.

The Canada Brand for Canadian agriculture and agri-food products was launched in 2006 by Agriculture and Agri-Food Canada (AAFC) to promote the quality products made in Canada to the world.


“Canadian agriculture and agri-food products enjoy an excellent reputation internationally, and this updated brand will be a powerful tool for our Canadian agriculture and agri-food exporters in highly competitive markets,” said Bibeau in a statement. “They are a powerful driver of our economy, and we will continue to help them unlock new markets and opportunities.”

The Canada Brand program offers members:

  • a new logo, modernized graphics and branded taglines;
  • a revamped marketing toolbox, with:
    • video content;
    • animated graphics, GIFs and digital stickers;
    • refreshed marketing messaging;
    • a revitalized photo library; and
    • a revamped client portal system (for member registration and access to brand assets).

Export-ready companies can sign up for free for the Canada Brand program to gain access to the revamped marketing toolbox.

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