Branding Your Farm Can Make a Difference

What do consumers think of Canadian farmers? Recent studies tell us that consumers appreciate and respect farmers’ efforts to produce healthy, affordable, safe food for Canadians.

But to maintain the strength of the Canadian farm brand and consumers’ trust, farmers must continue to be brand champions for their own farms and their industry, says Len Kahn, CEO of Guelph, Ontario-based Kahntact Marketing. Kahn shared these comments and a host of other branding insights when he spoke to dairy farmers attending the Canadian Dairy XPO last week in Stratford, Ontario.

In this interview, Kahn discusses the important roll individual dairy farmers play in creating and supporting the Canadian dairy brand and shaping consumer perceptions of dairy products.

Kahn also addresses the controversy surrounding the new Dairy Farmers of Canada brand campaign. Many farmers have expressed displeasure with new television commercials as well as the reduced emphasis on the traditional “Blue Cow” imagery. Kahn notes that television commercials and logos do not constitute a brand. What farmers actually do on their farms is more important – everything from how clean your barn is, to your involvement in the local community, and the farm sign at the end of the laneway plays a significant role in shaping consumer attitudes.

 

Bernard Tobin

Bernard Tobin is Real Agriculture's Ontario Field Editor. AgBern was raised on a dairy farm near St. John's, Newfoundland. For the past two decades, he has specialized in agricultural communications. A Ryerson University journalism grad, he kicked off his career with a seven-year stint as Managing Editor and Field Editor for Farm and Country magazine. He has received six Canadian Farm Writers' Federation awards for journalism excellence. He's also worked for two of Canada's leading agricultural communications firms, providing public relations, branding and strategic marketing. Bern also works for Guelph-based Synthesis Agri-Food Network and talks the Real Dirt on Farming.

Trending

Soybean School: Assessing your plant stand as summer arrives

Summer has officially arrived, and it's time to get out and assess soybean plant stands. In this episode of RealAgriculture's Soybean School, we catch up with Ontario Ministry of Agriculture, Food and Rural Affairs soybean specialist Horst Bohner as he surveys plots at a research site in Bornholm, Ontario. As Bohner surveys a stand planted…Read more »

Related

Leave a Reply

 

This site uses Akismet to reduce spam. Learn how your comment data is processed.