Chicken Farmers of Canada
Raised by a Canadian Farmer Animal Care program is mandatory for all commercial chicken farms in Canada, and farms are third-party audited annually. Steroids and hormones are illegal for use in raising chickens in Canada, and have been since the 1960s. The Raised by a Canadian Farmer On-Farm Food Safety program emphasizes animal health, cleanliness and safety throughout each step of the production cycle and follows strict biosecurity measures to protect animal health and prevent flock infections from outside sources.
Raised by a Canadian Farmer brand platform is promoted throughout the country in a variety of media. We work with various partners at the grocery and restaurant level to feature our logo on menus, websites, flyers, in-store POP and on-package. Our latest campaign, “Raised Canadian. Raised Right,” is focused on key demographic groups, Gen Z, millennial families and visible minorities to debunk the myths about how chicken is raised in Canada and (communicate) the hard work that our farmers put into raising chicken.
Jean-François Bérubé, senior communications officer, Chicken Farmers of Canada
Turkey Farmers of Canada
Turkey Farmers of Canada is halfway through a six-year national marketing campaign called “Think Turkey” that includes some in-store activities with promotions focusing on getting turkey top of mind for shoppers. The campaign focuses on the versatility of turkey, and nutritional qualities that make it a good choice of high but lean protein for health-conscious consumers. Our aim is to lift consumption of turkey beyond festive, and make it centre-plate protein with a variety of turkey meats. We’re working with farmers and processors to make turkey meat parts more available, particularly with younger age groups, because a recent study from Leger about attitudes towards turkey among younger shoppers shows an uptick in demand for turkey parts like thighs. We have several programs to ensure farm food safety and to protect the welfare of the bird, including an antibiotic reduction strategy that focuses on using antibiotics for treatment only, and must come from a vet. This strategy has been in place for about five years and to date, more than 50 per cent of whole birds in Canada are raised without antibiotics.
Phil Boyd, executive director, Turkey Farmers of Canada
Canada Pork
The Verified Canadian Pork (VCP) brand is designed to enhance end-user and consumer confidence in and awareness of Canadian pork. Retailers can utilize the VCP value proposition and brand attributes in their promotional activities, emphasizing Canadian pork as the gold standard for quality, safety, wholesomeness, animal care, and social responsibility. The retail marketing program provides cost-shared assistance for custom or generic point-of-sale and consumer marketing materials, cooperative promotional support, and access to Canada Pork’s high-resolution food photography library. Participation in the VCP program requires a no-cost licensing agreement involving Canada Pork, the retail partner, participating supply partners, and further processors where applicable. Canada Pork also offers several demand-building merchandising concepts such as Asian Specialties, Grilling, Slow-cooking, Roasting, and more. These initiatives include merchandising brochures, on-pack labels, and point-of-sale materials.
Kevin Mosser, vice president, global marketing, Canada Pork
Certified Angus Beef
Certified Angus Beef works closely with partner retailers, supporting their efforts to promote and sell the best beef by offering engaging marketing concepts and point-of-sale materials. We have a full in-house team of experts who offer market analysis, retailer expertise and chefs who connect directly with consumers to inspire mealtime ideas and then connect them to our brand at retail. Certified Angus Beef has a powerful sustainability story to share. Like shoppers, we believe beef tastes better when it’s raised by family farmers and ranchers who prioritize caring for the land, their cattle, and their communities.
Martin Lemoyne, director, business development Canada, Certified Angus Beef
Category Intel
Latest 52 weeks ending June 8, 2024
