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.
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