Investing in innovative approach to strengthen public trust in Canada's agricultural sector

News release

November 14, 2018 – Gatineau, Quebec – Agriculture and Agri-Food Canada (AAFC)

Ensuring Canadians have trust in the agricultural sector is key to its continued economic growth and long-term prosperity. The Government of Canada is committed to helping the sector better understand Canadians' perceptions related to food and the food system so it can continue to meet the needs of the population while maintaining consumer confidence.

Today, Parliamentary Secretary Jean-Claude Poissant on behalf of Lawrence MacAulay, Minister of Agriculture and Agri-Food, announced an investment of up to $251,250 to the Canadian Federation of Agriculture, to support the creation of a Public Trust Strategy. The project is intended to help the sector meet Canadians current and future needs, by better understanding which values are most important to them regarding food.

The Parliamentary Secretary also announced an investment of up to $190,000 to the Canadian Centre for Food Integrity to implement digital ethnographic and social methodology research to understand the priorities for Canadians related to the food system.

These projects are supported under the Canadian Agricultural Adaptation Program, a funding initiative that helps the farming sector remain competitive by piloting solutions to new and ongoing challenges.


"Our Government is proud to support the Canadian Federation of Agriculture and the Canadian Centre for Food Integrity in their efforts to advance public trust in the food industry. The funding we announced today will help the sector to better understand what Canadians believe and value about the food they buy and eat, which in turn will help our industry continue to meet demand while maintaining trust and confidence in Canada's world-class production standards."

- Jean-Claude Poissant, Parliamentary Secretary to the Minister of Agriculture and Agri-Food

"Today's announcement demonstrates the power of partnerships between industry, governments and the many other groups who make up Canada's dynamic agri-food system. This unique project brings together diverse players from across the sector, who understand that our common goal of enhancing public trust isn't something that can be done in isolation. It requires a cohesive and collaborative approach."

- Ron Bonnett, Co-Chair of the Public Trust Steering Committee

"Public trust is an important base for the future growth, innovation and success of Canada's food system. The investment in a better understanding of Canadians' beliefs and values about food is an excellent foundation to lead to actions to address their needs for the future."

- Crystal Mackay, President of the Canadian Centre for Food Integrity

Quick facts

  • The agriculture and agri-food system generated $114.5 billion of gross domestic product and employed approximately 2.3 million people in 2017. 

  • The Canadian Federation of Agriculture is a farmer-funded, national umbrella organization comprising of provincial general farm organizations and national commodity groups including approximately 200,000 Canadian farm families from coast to coast. 

  • Canadian Centre for Food Integrity is a not-for-profit organization whose members and project partners represent the diversity of today's food system – from farmers, ranchers and food companies to universities, non-governmental organizations, restaurants, retailers and food processors.

Associated links


Katie Hawkins
Director of Communications
Office of the Honourable Lawrence MacAulay

Media Relations
Agriculture and Agri-Food Canada
Ottawa, Ontario
Follow us on Twitter: @AAFC_Canada
Like us on Facebook: CanadianAgriculture

Matt Houston
CFA Communications Officer
613-236-3633 ext. 2374

Crystal Mackay
CCFI President

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