Features Marketing Production
Helping consumers buy Canadian

May 22, 2012, Ottawa, ON – As part of the Harper Government’s effort to strengthen the economy, a new initiative will help consumers more easily identify and buy Canadian food products at their local grocery stores. Agriculture Minister Gerry Ritz announced today a new initiative that will promote Canadian food products to consumers in 65 stores across Canada, while this morning two Members of Parliament kicked off the national promotion at participating grocery stores in Moose Jaw, Saskatchewan, and Langley, British Columbia.
 
“Our farmers are the best food producers in the world, reflecting Canada’s dedication to excellence and our commitment to quality, safety, and innovation,” said Minister Ritz. “Our Government knows that the best way to keep our economy strong is to make sure our farmers can earn their living from the marketplace. We’re helping them do that by making sure that Canadians can easily spot Canadian food when they shop for themselves and their families.”
 
The announcement comes after a successful 2011 pilot project conducted in Newfoundland and Labrador, Ontario and British Columbia that clearly identified Canadian products in a select group of stores. Sales of the featured Canadian food products went up significantly, showing that consumers prefer to buy Canadian products if they can easily identify them. With the use of shelf displays, brochures and other printed products, the pilot increased consumer awareness of the excellence of food products from Canadian producers and processors.
 
Building on the success of the pilot projects, the in-store promotion is being extended in stages across the country to a total of 65 stores before Canada Day.
 
To find out more about the Canada Brand domestic strategy and to find out what membership and participation can mean for retailers, please visit www.marquecanadabrand.agr.gc.ca.