Government of Canada launches AgriCommunication Initiative

On Thursday, Minister of Agriculture and Agri-Food Marie-Claude Bibeau, launched the AgriCommunication Initiative with up to $8 million over three years “to support projects that promote consumer awareness of the strengths of the agriculture sector.”

“Consumers have a growing interest in learning more about where homegrown agricultural products come from and how they’re made,” said Bibeau. “This initiative will develop more connections between the agriculture and agri-food industry and Canadians, which will increase appreciation and pride in our farmers and food businesses.”

The initiative has two streams:

• To help Canadians understand how their food is produced by:
  a) funding projects that will enhance Canadians’ trust in sustainability, animal care, and efforts to reduce food waste, and
  b) launching communications and awareness activities in Spring 2022.
• Increasing the sector’s understanding of consumer preferences and expectations. (More details on this in the near future.)

We are empowering farmers to tell their stories to showcase the sustainable practices they are adopting and to connect with the public. Learn more about Agri-Communication ⬇️https://t.co/DiEsmBNCja pic.twitter.com/6JmAkyzESe

— Marie-Claude Bibeau (@mclaudebibeau) December 9, 2021

Some quick details

• Eligible applicants are not-for-profit organizations that operation nationally and may include associations and Indigenous groups.
  • Regional not-for-profit associations may be considered if there is no national representation, and the applicant can demonstrate that their project will still be national or sector-wide in scope.
  • Some agricultural fairs and exhibitions will be eligible (they must have broad agriculture awareness mandates).
  • Academic institutions, commodity organizations, for-profit organizations, and individuals are not eligible.
• Applications will be accepted from December 9, 2021 to September 30, 2023 (or until funding has been fully committed).
• Anyone with activities before March 31, 2022 should contact the program immediately.
• Funding with be provided on a 70/30 (AAFC/recipient) cost share of eligible expenses.
• The program ends March 31, 2024.

Find Out More