This spring Agriculture and Agri-Food Canada (AAFC) began a series of cross-county meetings on a new policy framework for the national food sector. This programme – called “Putting Canada First” – is seeking consensus on a broad menu of issues such as food safety and food quality; environment; science and innovation; rural renewal; and business risk management.
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There is also a new entrée: AAFC wants to brand the nation’s entire food production. Canada-brand, if you will.
To quote AAFC from a recent document: “… we must act to brand Canada as the world leader in food safety, innovation and environmentally responsible production. It is no longer enough to be merely good in these areas. We must be the best and we must be the first.”
Andrew Marsland, Director General of AAFC’s International Markets Bureau says: “We want to build the very good reputation of Canada to provide safe, high quality food produced in an environmentally responsible manner. We want to strengthen the perceptions that exist.”
Power of branding
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By GlobalDataAs a communication tool, branding can be very powerful alignment of image, values and product. Think Tim Hortons, Molson Canadian, McCain – all good examples of strong brands.
Lionel Matecha, of Next Phase Strategy, a Vancouver communications firm, thinks that national food branding is an interesting idea: “ I think it’ a good idea, it’s an intriguing concept.”
Matecha thinks this national branding strategy could be quite successful if handled properly.
“Brands set up expectations of service, quality and product attributes,” says Matecha. “Branding is accomplished through consistency of image, and message over a long period of time. You have to emphasise certain brand expectations. If you are successful, it makes promoting your production or service easier over time. You don’t have to keep reinventing yourself.”
“A strong brand image helps distinguish yourself to your audience, “ continues Matecha. “It allows you to keep your mindshare.
What makes Canada unique?
So what could make up the features of a Canadian brand?
Marsland says that it’s still early in the process, and so AAFC doesn’t have an answer to that question yet. But he does say that existing research on perceptions of Canada are fairly positive. Most of the perceptions have to do with nature – pristine landscapes, mountains & streams. But more is needed.
Matecha says you have to do your research, and get all stakeholders – from producers to consumers – involved in the process. “You need to find out what people think about Canadian foods and then you need to make sure that you get the brand attributes in line with your message. “
The homework is critical says Matecha: “If you miss the boat on the upfront research, your final image might not be servicing any group. “
“The strongest brands are tied to something good, otherwise it doesn’t last.”
To date, farmers and food manufacturers are generally supportive of the brand plan, but have reservations. Okanagen fruit growers have different concerns than Saskatchewan canola growers or Quebec chicken farmers. Reaching a consensus in the diversity in Canadian food and agriculture seems daunting.
Marsland agrees there are differences marketplaces, but insists there are similar issues in all of the markets. He points to issues of food safety and quality, where there is a lot of common ground to all sectors.
Good food policy remains paramount
As noted, a successful branding campaign will ultimately depend not solely on the strength of communication, but in the reality of the foods. There must be substance to back up what could otherwise become an ineffective and expensive marketing ploy. Good food policy cannot be ignored.
And while Canada has thus far avoided the horrors of foot and mouth and mad cow epidemics, many Canadians are not in love with their own food system.
Issues like GM labelling, the introduction of GM wheat, water quality scandals, patterns of chemical use, and an embarrassing child poverty rate, suggest how easily government and industry can be disconnected from the day-to-day concerns of many citizens and consumers.
Marsland says that while the ambitious branding plan is market-driven, it will rest on the bedrock of domestic programmes. “Our new policy framework will set out rules as to food production, quality and safety that will allow returns in the marketplace,” he says.
Recent policy direction shows that AAFC is working to address some of these issues. Comprehensive tracking systems will help make sense of both GM/non-GM marketing; mandatory on-farm safety plans will help redefine the relationship of farms to the communities around them .
And of course customers will have to be communicated to, as well.
The next trick will be ensuring that the branding will cover both domestic and international markets. What plays in Toronto may not play well in Paris or Kyoto.
Asks Matecha: “What do people think when you think of Canadians food? What do Europeans think of Canada? Are we trying to reinforce stereotypes or are we trying to do to change people’s thinking? … If the response is not necessarily good, then Canada has a challenge.”
Say Marsland: “Canada exports C$26bn (US$16.9bn) in agrifood product and we don’t get the respect of the marketplace. The perception doesn’t match the reality.”
Marsland notes that in a sense all countries could be thought of as brands. And a brand-Canada might help the Canadian food industry get its just desserts.
By Arthur Hanks, just-food.com correspondent
