POLICY: Promoting Canada’s Agriculture Industry
The High River Chamber of Commerce is proud to present the below policy, to the Canadian Chambers of Commerce policy review committee in preparation for the 2026 CCC Policy Plenary Session in Victoria, British Columbia in October.
AGRICULTURE: Promoting Canada’s Agriculture Industry
Background
A. What is the issue and who is it impacting?
Public understanding and education have not kept pace with changes in modern agriculture, particularly around topics such as environmental management practices, food safety oversight, crop protection tools, biotechnology and animal care. A coordinated, national approach is required to improve agricultural literacy and ensure Canadians have access to credible and understandable information and support informed public dialogue about food production.
Urbanization, shifting demographics and online misinformation have widened the disconnect between producers and consumers, leaving many Canadians unaware of the sustainability, innovation and regulatory rigour that define Canada’s agriculture sector.
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 unified, clear or accurate information about these developments.1
This information gap does not operate in isolation. While consumer purchasing decisions are shaped by many factors including price, income and personal preferences, misinformation influences broader public perceptions, social narratives and policy debates related to agriculture.
Misunderstandings about production practices can reduce public trust, increase polarization between rural and urban communities and contribute to regulatory and market pressures that affect producers’ ability to adopt innovation, remain competitive and communicate openly with consumers.2
B. What needs to be done? Why and how?
National policy consultations have emphasized the need to strengthen public trust, improve perceptions of sustainability and better communicate the high standards upheld across Canadian agriculture.3 A comprehensive public education effort would help Canadians understand how modern farming supports climate objectives, the economy, rural communities, trade competitiveness and future food security.
Canada’s Economic Strategy Table for Agri-food outlines a vision that Canada will be “recognized as the most trusted, competitive and reliable supplier of safe, sustainable, high-quality agri-food products and an innovator in value-added products to feed the dynamic global consumer. [Canada] will have a leading digital and technology-based supply chain and stand out as the world's favoured protein provider.”4 Achieving this vision requires strong public engagement, unified branding and consistent messaging that reflects the realities of today’s agriculture sector.
Country of Origin Labelling,5 and the broader “Canada Brand,”6 offer tools that can be used not only for export promotion but also to support domestic consumer trust by clearly linking Canadian products to Canada’s regulatory standards, food safety systems and environmental stewardship practices.
When effectively applied in domestic markets, consistent national branding and origin identification help consumers distinguish Canadian products from imported alternatives and provide a credible reference point for understanding production standards. Despite this potential, these tools remain underutilized as domestic education and transparency mechanisms.
The next generation must be equipped with a foundational understanding of agriculture and agri-food careers. Although education is a provincial responsibility, federal funding through priorities within the Agriculture Policy Framework and Sustainable Canadian Agricultural Partnership can significantly improve access to agricultural resources and awareness, along with strengthening workforce development and increasing experiential opportunities, including in innovation and research.
A national, fact-based public awareness campaign will help bridge the knowledge gap, strengthen trust, showcase environmental and ethical leadership and ensure Canadians understand the essential contributions of the agriculture and agri-food sector.
Recommendation(s)
That the Government of Canada:
Develop a unified, evidence-informed national public awareness and information strategy that highlights the agriculture sector’s environmental stewardship, regulatory oversight, sustainability practices and essential role in Canada’s economy, while working in partnership with provinces and industry associations to support consistent, fact-based messaging.
Expand and modernize the “Canada Brand” program to strengthen its role as a consumer-facing trust and transparency tool, including clearer domestic market application that helps Canadians identify Canadian agri-food products and understand the food safety, environmental and production standards behind them, while continuing to support international market recognition.
Ensure the Next Agricultural Policy Framework strengthens public‑trust capacity, including branding skills, fact‑based communication resources and public‑awareness initiatives.
Support agricultural literacy initiatives through targeted investments within the existing Sustainable Canadian Agricultural Partnership and the Agricultural Policy Framework, enabling industry, community organizations and education institutions to develop and deliver fact‑based resources, experiential learning opportunities and career awareness programming.
Signatories
Clarence-Rockland Chamber of Commerce
High River Chamber of Commerce
Huron Chamber of Commerce
Lincoln Chamber of Commerce
Okotoks and District Chamber of Commerce
Peace River and District Chamber of Commerce
Southeast Alberta Chamber of Commerce
St Andrews Chamber of Commerce
St. Paul & District Chamber of Commerce
Yorkton Chamber of Commerce