Extensive surveys by Chicken Farmers of Canada over the past 12 years have found that Canadian consumers trust farmers.
They increasingly want the producer’s stamp of approval on the fresh chicken they buy.
As a result, the organization has launched its new brand, Raised by a Canadian Farmer.
The goal is to connect consumers with people who are producing their food.
“Canadians trust farmers so they want to know that it is raised by a Canadian farmer according to a set of national standards, which we have, and they attach a lot of value to that,” said communications manager Lisa Bishop-Spencer.
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“It’s a real exercise on delivering on consumer expectations.”
She said more than 85 percent of consumers feel it is important that the chicken they buy is Canadian and not imported.
“It’s not about the country of origin. It’s about the pride in workmanship,” she said.
“The fact that consumers have said, ‘we want this feel/mark/brand, but we want it to come from the farmer’s organization, not from the retailers, not from the processors, but from the farmers.’ ”
A recent Chicken Farmers of Canada statement said 98 percent of producers are certified under its mandatory national on-farm food safety program.
All farmers are audited annually to ensure compliance.
The organization hopes the brand will affirm consumer preferences for local food while ensuring that fresh chicken meets the highest nutrient, food safety and animal care standards.
Bishop-Spencer said some retailers have decided to incorporate the new branding into their own labels, while others will use a separate sticker.
“What the retailers and processors are learning is there’s no reason that these programs can’t co-exist because frankly what consumers want to know is that they’re buying a product that’s local, but also that that local product adheres to a standard that’s the same across the country,” she said.
