Ottawa-The Canadian Centre for Food Integrity (CCFI) is reaching out to the agrifood sector to participate in consultations about a new public awareness initiative it is proposing as a comprehensive and collaborative effort to bridge the gap between the food industry and consumers.

Lisa Bishop-Spencer, CCFI’s Executive Director, said the initiative is “a call to to action for each of us who is passionate about the integrity and the future of Canada’s food system. By fostering a deeper understanding and appreciation of our food system's critical role in society, we aim to elevate it to a position of importance alongside core Canadian values such as healthcare and education.”

There is more to the food system than just feeding people, she said. “It’s about sustaining communities, demonstrating Canada’s place in the world’s food basket, promoting the sector as a valued employer, preserving our environment and promoting social and physical health and well-being. By making the food system a central aspect of our Canadian identity, we can ensure its sustainability and growth for future generations.”

The initiative is part of CCFI’s revitalization journey which includes a renewed focus on transparency, innovation and engagement that directly responds to the needs and expectations of its stakeholders. It “is a testament to our commitment to excellence, collaboration, and strategic vision.” CCFI needs partners in the initiative from every section of the sector to validate the process and demonstrate that this commitment extends to all parts of our the agrifood sector.

“By working together, we can ensure that our efforts are comprehensive and representative of the entire food system. Our work to date provides critical insights to enhance consumer understanding. By working together, we can amplify these efforts, ensuring that Canada’s food system is recognized and celebrated for its quality and sustainability, both in Canada and globally,” Bishop-Spencer said.

A commitment to excellence, a strategic vision and a collaborative spirit are driving CCFI “toward a future where Canada’s food system is a model of integrity and innovation. Our initiatives are designed to create tangible benefits for our members and the broader food community, reinforcing the importance of our work and the value of your support. With your help, we can shape a future where Canada's food system is not just a necessity, but a cherished part of our national fabric.

“Our initiative is not just about promoting food; it’s about fostering a deeper connection between Canadians and the food system that supports them. It’s about making the food system a pillar of Canadian identity and pride. Together, we can transform the narrative, ensuring that every Canadian sees the value and importance of supporting our agricultural and food sectors.”

Anyone interested in participating in the initiative can contact [email protected] to arrange a meeting and discuss how they can be part, Bishop-Spencer said. “Your engagement is key to showcasing that our sector's dedication to food integrity is robust and unified.”

This news story prepared for National Newswatch