(OTTAWA) - The Canadian Federation of Agriculture (CFA), Canada’s largest farmers’ organization, today unveiled the results of a cross-country study that shows Canadian consumers would support a labeling program that identifies and promotes Canadian-grown foods in markets and on grocery store shelves. Thanks to funding support received from Agriculture and Agri-Food Canada through their Advancing Canadian Agriculture and Agri-Food (ACAAF) Program, CFA commissioned the study to determine whether a voluntary labeling system that identified food grown in Canada, to high standards of quality, safety, environmental sustainability and that achieves a fair return to farmers, would be of interest to consumers and would influence their grocery-buying habits.

“In the past few years we have seen a growing consumer awareness of the value of buying Canadian for freshness and quality,” said Bob Friesen, CFA President. “Our study shows it is time to take it to the next level with a labeling system that helps Canadians identify and choose Canadian products that meet high standards, and that helps create fair and sustainable incomes for Canadian farmers.”

The market research study was conducted in partnership with Meyers Norris Penny (MNP) from August 2006 to February 2007. Twelve focus group sessions were conducted in urban centres across Canada and 750 Canadian households were surveyed by telephone to assess consumer attitudes and perceptions regarding the food they buy, and to determine the level of interest and support consumers would have for a “Canadian-grown” label program. Some highlights that emerged from that research are:

If they could improve the viability of Canadian family farms, 95 percent of interviewees said they would buy Canadian products that are competitively priced and of equal or better quality than imported agricultural products.
90 percent of respondents felt that Canadian agricultural products should always be easy to identify at the store.
83 percent felt that a branding system based on three criteria - grown in Canada, produced to high environmental and food safety standards, and providing a fair return to farmers – is a good or a very good concept.
·         46-50 percent of consumers were willing to pay premiums for “labeled” fruits, vegetables, poultry, beef, pork and grain products.

·         73 percent of consumers were willing to pay more of a premium if they knew the premium would go to Canadian farmers.

Moving forward from this study the CFA hopes to examine how a Canadian-grown labeling system might fit with existing regional programs, to undertake pilot studies, and to seek out partners to further the Canadian-grown labeling concept with the goal of improving communications between farmers and consumers, and providing safe, quality foods to Canadians.

“For years we’ve worked on branding Canadian products in markets around the world, building an international reputation for good, safe Canadian-grown food. It’s time to start that branding right here at home,” said Friesen.

To view the full market research study, visit the CFA web site: www.cfa-fca.ca

Agriculture and Agri-Food Canada (AAFC) is pleased to participate in the production of this report. AAFC is committed to working with industry partners to increase public awareness of the importance of the agriculture and agri-food industry to Canada. Opinions expressed in this document are those of the Canadian Federation of Agriculture and not necessarily those of AAFC.

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Founded in 1935 to provide Canada's farmers with a single voice in Ottawa, the Canadian Federation of Agriculture is the country's largest farmers' organization. Its members include provincial general farm organizations as well as national and inter-provincial commodity organizations from every province. Through its members, CFA represents over 200,000 Canadian farmers and farm families.