Earning public trust in Canadian food - Wild Apricot 2016/Mack… · your stories. Pitch in....
Transcript of Earning public trust in Canadian food - Wild Apricot 2016/Mack… · your stories. Pitch in....
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Earning public trust in Canadian food
Crystal Mackay
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Food, public trust and social license
• Earning trust starts with doing the right thing.
• This is not unique to agriculture or food or Canada.
• This should not be a competitive issue.
• This is not a communications problem.
• This is a food system business challenge.
The game has changed.
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• Coordinate, strategy, research –Canadian CFI
• Engage with Canadians
• Collaborate with many partners
Canadian charity with a shared vision for building public trust in food and farming.
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Create a forum for dialogue
Coordinate strategy, research and support
Increase understanding of and alignment with consumer expectations and values
Helping Canada’s food system earn public trust
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Is the Canadian food system headed in the
right direction or down the wrong
track?
www.foodintegrity.ca
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Top overall life concerns for Canadians
Canadian Centre for Food Integrity Public Trust Research 2016www.foodintegrity.ca
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Increasingly Positive impression of Canadian agriculture
Q10. What would you say is your overall impression of Canadian agriculture today? Would you say your impression is...
2006: 41%
2009: 52%
2012: 56%
2016: 61%
% Very + Somewhat Positive
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10
Significant concerns human health
“I am personally concerned about”
• Use of hormones in farm animals
• Drug resistance due to farm animals given antibiotics
• Drug residues in meat, milk, eggs
• Use of pesticides in crops
• Eating meat from GE animals
Q13. Please rate the degree to which you agree or disagree with the
following statements.
Strongly Agree
45-48%
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Let’s talk about our food.
Embrace skepticism.
Isn’t choice awesome?!
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13
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Who do you believe on environmental issues?
10%
70%
50%
Canadian Centre for Food Integrity Public Trust Research 2016www.foodintegrity.ca
Substantially Higher: Foodies, MomsSubstantially Lower: Millennials
FarmersAssociations
A Government Environmental
ResearcherDavid Suzuki
An Environmental
Engineer
A University Environmental
Science Professor
A Farmer or Rancher
Environmental Advocacy
Groups
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Invest in shared contentwww.farmfoodcare.org@FarmFoodCare
Help increase the reach. Add in your people, content and examples.
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Farm & Food Care tours for influencers
• Media
• Food industry executives
• Food bloggers
• Dietitians
• Chefs, culinary colleges
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Real Dirt on Farming Blog…Share your stories
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Reaching urban influencers together
Long term strategic proactive approach
Regular FFC vehicle…content by sector, geography,
topic
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Do you agree? Canadian farmers are good stewards of the
environment
Q13. Please rate the degree to which you agree
or disagree with the following statements.
29% say yes
% = Strongly Agree (Top Box (8-10) on 0 to 10 scale)
Farmers
20% say yesFishermen
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Help us share your content, your people and your stories. Pitch in.Individuals donate to Farm & Food CareCompanies & Organizations
Join Canadian Centre for Food IntegrityInvest in public outreach programs
If you want to drive change, you have to get out of the
back of the truck.
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Crystal Mackay, [email protected]