About us

Branding Canada's food and agriculture sector in international markets – Branding Canada for short – is:

How we got started

• a federal-provincial-industry initiative led and funded by Agriculture and Agri-Food Canada;
• designed to build a strong brand for Canada's food and agriculture sector in international markets;
• based on buyer and consumer research – in Canada's key export markets; and
• supported by a set of marketing tools.

AAFC's Branding Management Team works closely with the International Branding Working Group (IBWG), which is made up of representatives from the:

• Federal-Provincial Market Development Council (FPMDC)
• Value Chain Round Tables (VCRTs)
• Canadian Agri-Food Marketing Council (CAMC)
• Industry associations involved in the Canadian Agriculture and Food International (CAFI) Program
• Department of Foreign Affairs and International Trade (DFAIT)
• Canadian Grain Commission (CGC)
• Canadian Food Inspection Agency (CFIA)

The IBWG was established in October 2004 to help develop and implement the branding strategy. The IBWG made sure that the strategic approach taken – and the tools built – were useful and relevant to industry and other stakeholders. The IBWG continues to provide advice to AAFC and plays a role in keeping stakeholders up-to-date on progress.

IBWG co-chairs

Janice Vansickle, Executive Director of Branding Management, Agriculture and Agri-Food Canada.

Jackson Gardner, Director, Economics and Competitiveness Division, Food and Rural Development, Alberta Department of Agriculture Food and Rural Development, representing the Federal-Provincial Market Development Council.