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Agri-food awareness refers to: a process to increase key publics' understanding
and appreciation of the agri-food sector from farm gate to consumer.
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The agriculture and agri-food sector contributes significantly to Canada's
economy and is particularly vital to the well-being of our rural communities.
Internationally, our agri-food sector has a long-standing reputation of high
quality and reliability. However, in spite of its success, research has shown
that the degree of awareness and understanding of the agri-food sector among
some key publics, such as urban and young people, remains relatively low.
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Government Action
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Federal, provincial and territorial ministers agreed at their July 1996
meeting in British Columbia to initiate efforts to revitalize the image
of the agri-food sector among Canadians, particularly among urban and younger
Canadians. To co-ordinate these efforts and increase information sharing,
Ministers established a federal-provincial-territorial Agri-Food Awareness
Committee, which is co-chaired by the federal head of communications, George Shaw,
and Saskatchewan head of communications, Harvey Johnson.
Activities were undertaken throughout the year to increase key public's
understanding and appreciation of the agri-food sector from farmgate to
consumer. The awareness committee will present its final report to the July
1997 meeting of agriculture ministers.
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Key Messages
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Economic Contribution - the agri-food sector is a major contributor
to our country's future success. It creates jobs and makes a
significant contribution to the GNP, Canada's trade balance and
its rural economy.
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Food Quality - Canada is a world leader in the production
of nutritious, safe food products.
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Environmental Sustainability - the agri-food sector is managing
resources responsibly, now and for the future.
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Quality of Life - the agri-food sector contributes to the high
quality of life and standard of living enjoyed by rural and
urban Canadians.
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Objectives
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To identify areas of common interest where federal, provincial and
territorial governments could partner to develop awareness programs
designed to increase the profile and understanding of the Canadian
agri-food sector, and where appropriate, also implement partnerships
with key industry and other stakeholders.
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To identify ways to improve the sharing of information and resource
materials among government and industry.
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Agri-food awareness objectives can only be achieved through partnership
with industry.
Throughout the agri-food industry, a variety of activities are being
conducted to heighten public awareness.
In an effort to obtain a comprehensive understanding of what industry
activities are underway or are being contemplated, the awareness committee
is seeking this information through an inventory survey vehicle (see
attached).
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Who to Contact:
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Director General
Communications Branch
Agriculture and Agri-Food Canada
930 Carling Avenue, Ottawa, Ontario
K1A 0C7
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Director
Communications Branch
Saskatchewan Agriculture and Food
3085 Albert Street
Regina, Saskatchewan
S4S 0B1
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Newfoundland & Labrador
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In our province Agrifoods participates in an industry led Agriculture
Awareness Committee with representatives from Industry, and the Federal and
Provincial Governments. Funding and in-kind contributions come from all three
sectors to carry out the work accomplished here.
The Branch also contributes support to various agriculture
fairs organized throughout the province and is an active member on the
Newfoundland & Labrador Fairs' Committee which makes important contributions
to agriculture awareness in the province.
Through the office of the Agrifoods Branch Training Co-ordinator and the
Extension Branch an active Agriculture in the Classroom program contributes
to the knowledge of agriculture through curriculum development and enrichment
packages, class visits, and participation in career fairs and on farm visits.
The Branch works closely with the Department of Education, the Provincial
Farm Women's Association, as well as the Newfoundland & Labrador Federation
of Agriculture in carrying out Agriculture in the Classroom Programs.
Through the Branch's Agrifoods Marketing Program promotional activity including
posters, recipes, product and commodity brochures, shows and fairs, packaging
and labeling activities and more all play an invaluable role in agrifood
awareness.
Recently, the Province, with funding from the Canada/Newfoundland
Safety Nets Program began the development of a comprehensive Agrifood
Awareness Campaign. This ambitious undertaking is expected to significantly
contribute to the public's awareness of the contribution that agriculture
and agrifood makes to Newfoundland & Labrador's economy, lifestyle,
and health, as well as to its safe and nutritious food supply. It will
demonstrate that our industry is based on environmentally sustainable principles
and innovative technological developments.
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For more information or any question on the Agrifood Awareness
Programs, please contact your Agricultural Office.
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