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Messaging on Canada's advantages

The Canada Brand attributes

The Canada Brand promise is built around a set of core attributes that we know our customers want, that fit their impressions of Canada, and reflect what Canada's food and agriculture sector wants to be known for. By incorporating these attributes into every facet of your organization the Canadian food and agriculture sector will build a strong, unified image.

Advantages of Canada's food industry

Canada's food is backed by a strong food safety system
Canada is recognized as having one of the world's strongest, science-based food safety regulatory systems. Rigorous standards are applied to regulate, monitor and safeguard food production as well as plant and animal resources.
Canada offers high-quality foods from a dynamic food industry
Canada produces, grows, harvests and catches some of the world's highest-quality foods. From farming and fishing to high-tech processing, from manufacturers to after-market and technical experts, Canada's food industry delivers quality.
Canada's food exports must be certified
Canada's food exports are regulated by the Canadian Food Inspection Agency (CFIA), a government body that certifies all food exports and many agricultural exports, verifying that they meet Canadian requirements (where applicable) and those of importing countries.
Canada's food industry is supported by a culture of innovation
Canada's agriculture and food industry is complemented by a robust research infrastructure, bringing innovation to all areas of production. Canada boasts leading technology, cutting-edge innovation and some of the world's most advanced production, processing, storage and packaging techniques.
Canada's food is sourced from our nature
Canadian food reflects the diversity of its land, its people, and its seasons. Canada's wide-open spaces, cool climate and aquatic resources build the foundation for a thriving food industry. Canada is dedicated to protecting its natural landscape and the quality of its soils and water.
Canada's food industry provides a wide variety of offerings
Canada is committed to offering a variety of foods and related services that can satisfy the tastes of consumers worldwide. Canadian food is available as consumer-ready products, packaged under private labels, or as ingredients for processing or non-food products.

Crafting key messages

To add credibility to your brand, link the Canada Brand Philosophy to your organization by crafting tailored messages for your specific products and services.

Canada Brand members should keep in mind the following principles and best practices:


Messages should be founded on the Canada Brand core attributes: excellence, a focus on the customer, commitment, and some reference to nature. But building the most important attribute – trust – will take more than good messages; it also requires paying attention to how well the customer's experiences with the brand/products reflect what the messaging has told them to expect.


Tone reflects the personality of your brand and plays an important role in the impressions you create. You want your tone to be:

Some cautions about tone:

Target and tailor

Call to action

Sample messages

Here are some high-level messages, shown as both general themes and examples. But keep in mind that messages are most credible if you add specifics tailored to what you are selling, and to whom.

Canada's food and agriculture products are as diverse as its land and people

Care, commitment and pride go into Canadian products, from the farm or fishing boat to the fork

Those who work with the Canadian food industry know of Canada's strong scientific expertise and facilities

Explore and discover Canada's food and agriculture products – for quality ingredients, or high-end, ready-to-eat foods

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