Marie-Claude Bibeau, the Minister of Agriculture and Agri-Food, launched the AgriCommunication Initiative to better connect Canadians and Farmers on 9th December 2021. The initiative ensures that all the people in Canada can access a sufficient amount of nutritious food.
The AgriCommunication Initiative has two streams. The first aims at helping the citizens understand how their food is produced, and the second focuses on increasing the farmers' understanding of consumer preferences and expectations. This initiative was informed by focus groups, public opinion research, consultations with industry and provisional organizations, and the Canadian Agricultural Youth Council.
Over three years, Agriculture and Agri-Food Canada (AAFC) will give up to $8 million to support projects that promote consumer awareness of the agriculture sector. These projects would also help enhance the citizens' trust in animal care, sustainability, and efforts to reduce food waste. The program will also help support agricultural fairs and exhibitions with broad agriculture awareness mandates.
AAFC is also planning to launch communications and awareness activities in Spring 2022 to focus on the sector's efforts to adopt environmentally friendly and sustainable practices and techniques.