The Canadian Centre for Food Integrity (CCFI) has reached an agreement with Farm Credit Canada (FCC), to assume leadership of the Agriculture More Than Ever brand and initiative.
“It is important to acknowledge the excellent work FCC has done to promote public trust in the Canadian food system through Ag More Than Ever,” says John Jamieson, president and CEO of CCFI. “This shift complements the work we’ve been doing since 2016, when CCFI was formed to help earn public trust in Canada’s food system. The synergies with Ag More Than Ever will support our activities in sustaining public trust for decades to come.”
Jamieson says the addition of Agriculture More Than Ever is a key milestone in the organization’s growth strategy, building on its plan to connect Canadians with agriculture and the food system by providing transparent, two-way communications.
In response to a rising need to improve public perceptions about agriculture and food, FCC has driven the platform since 2012. The platform was set up to create a forum where industry members could come together to share their pride in agriculture and inform consumers about who produces their food, and how.
“Over the years, Ag More Than Ever has been very successful at putting a human face on one of Canada’s most important and dynamic industries,” says Todd Klink, FCC’s chief marketing officer. “That’s why it has grown into one of the top forums for celebrating Canadian agriculture and generating stronger public trust in our food system.”
Ag More Than Ever has 94,000 followers across multiple social media channels, such as Facebook, Twitter, and Instagram. It has also been the driving force behind Canada’a Agriculture Day, launched five years ago.
Klink says that FCC has served as the industry catalyst leading Ag More Than Ever for almost a decade, and that it’s a good time to pass the torch to the CCFI.