Promoting Canada’s Agriculture Industry

Issue

With Canadians increasingly concerned about food sustainability and the environmental footprint of agriculture, there is a growing need to provide fact based, accessible education about where food comes from. Public understanding has not kept pace with changes in modern agriculture, and misinformation continues to widen the gap between producers and consumers.

Background

Producers increasingly report feeling under scrutiny because of public misconceptions. At the same time, modern agriculture has advanced significantly in environmental stewardship, animal health, food safety, traceability, carbon reduction, and circular economy practices. However, the public often does not have access to accurate, clear, or unified information about these developments.

Recommendations

The Alberta Chambers of Commerce recommends that the Government of Canada:

1. Develop a unified national public education strategy that highlights the agriculture sector’s environmental stewardship, high production standards, sustainability practices, and essential role in Canada’s economy.
2. Expand and modernize the “Canada Brand” program to create a single, widely adopted label, logo, and theme that clearly identifies Canadian agricultural and agri food products across domestic and international markets.
3. Ensure the Next Agricultural Policy Framework strengthens public trust capacity, including branding skills, fact-based communication resources, and public awareness initiatives.
4. Support agricultural literacy and learning opportunities by funding fact based educational materials, farm to school programming, teacher resources, digital learning tools, and partnerships between producers and educational institutions.