Today, the Honourable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food, announced that the Government will refresh the Canada Brand platform to ensure industry and partners have access to new graphics and tools optimized for today’s digital platforms. The refresh will also enable them to reach more consumers and enhance virtual connections with international buyers, and will include a modernized look, signature, messaging, and suite of digital-first marketing products for the Canada Brand.
COVID-19 has changed how businesses across Canada operate and market their products, from finding new market development channels, increasing the use of e-commerce and participating in virtual events. The same is true for Canada’s agriculture and agri-food businesses, which are working hard to find new ways to promote their products to consumers across Canada and around the world.
The Canada Brand launched in 2006, offering registered members access to a suite of promotional products designed to raise the profile of, and help differentiate, Canadian agri-food products from the competition. The Canada Brand program is open to Canadian entities that have a role in producing, promoting or supporting Canadian agriculture, food and seafood products. It currently includes branding and graphics material, photography for use in marketing and promotional materials, Canadian content statements, messaging on Canada’s advantages and promotion at Canada Pavilions for international trade shows.