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December 9, 2021

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.)

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

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