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AAFC offers funding through new AgriCommunication Initiative


December 14, 2021
By Agriculture and Agri-Food Canada

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Agriculture and Agri-Food Canada has launched the AgriCommunication Initiative, a cost-share funding program which is expected to contribute to better connecting Canadians with Canada’s farmers.

Funding for eligible projects will be through a cost-share ratio, with AAFC typically covering 70% and the recipients covering 30%.

The AgriCommunication Initiative has two streams. The first aims to help Canadians better understand how their food is produced. Agriculture and Agri-Food Canada (AAFC) will provide up to $8 million over three years to support projects that promote consumer awareness of the strengths of Canada’s agriculture sector. Projects will also help enhance Canadians’ trust in sustainability, animal care, and efforts to reduce food waste.

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Eligible recipients include not-for-profit associations and Indigenous groups. The program will also support agricultural fairs and exhibitions which have broad agriculture awareness mandates.

Also part of the first stream, AAFC will also launch communications and awareness activities in Spring 2022 to highlight the sector’s efforts to adopt sustainable and environmentally friendly practices and technologies. Meanwhile, work is underway to refresh the Canada Brand platform to ensure that food businesses and partners have access to new graphics and tools optimized for today’s digital platforms, enabling them to reach more consumers and enhance virtual connections with international buyers.

This initiative was informed by public opinion research, focus groups, and consultations, including engagement with the Canadian Agricultural Youth Council, as well as industry and provincial organizations.

The second stream of the AgriCommunication Initiative will focus on increasing the sector’s understanding of consumer preferences and expectations. More details on these efforts will be available in the coming months.

Applications for the program will be accepted on an ongoing basis until September 30, 2023 or until otherwise announced by the program, or until funding has been fully committed. The program ends March 31, 2024.

Applicants who can complete activities before March 31, 2022 should contact the program immediately to discuss their application.

Applicants can apply for funding online through AAFC’s web site using the Applicant Guide and related documentation on eligibility criteria, support and funding available and application.

The AgriCommunication Initiative supports progress towards achieving the vision established in the Food Policy for Canada, that all people in Canada are able to access a sufficient amount of safe, nutritious, and culturally diverse food. Announced in 2019, the first-ever Food Policy for Canada is a roadmap for a healthier and more sustainable food system in Canada– one that builds on the Government’s ambitious agenda to support the growth of Canada’s farmers and food businesses, as well as key federal initiatives like the Healthy Eating Strategy, Canada’s Food Guide, and the Poverty Reduction Strategy.

For information on how to register, please click here.


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