FEDERAL-PROVINCIAL-TERRITORIAL
FRAMEWORK AGREEMENT ON AGRICULTURAL AND AGRI-FOOD POLICY FOR THE TWENTY-FIRST CENTURY
PART THREE - BRANDING CANADA AND MAXIMIZING INTERNATIONAL OPPORTUNITIES
36 The Parties acknowledge that, to realize the full benefits offered by the Framework Agreement, Canada's agriculture and agri-food sector must be recognized by the marketplace as the world leader in:
36.1 supplying high-quality food and safe food produced in an environmentally-responsible manner; and
36.2 meeting the demands of a highly-segmented world market and adapting to those demands as they change.
The Parties therefore agree to work together to achieve this recognition in order to assist the sector to increase sales in both domestic and foreign markets, attract investment and increase profitability.
37 The Parties agree to support the branding of Canada in a manner that builds the reputation of Canada and supports provincial, territorial, industry and company brands, and to work with the sector to:
37.1 develop a better understanding of the changing demands in the international and domestic marketplace, including,
37.1.1 consumer expectations respecting food safety, environment and other attributes;
37.1.2 sourcing requirements of corporate food buyers; and
37.1.3 requirements imposed by foreign governments;
37.2 take into account the changing demands of the marketplace referred to in 37.1 in implementing the Framework Agreement;
37.3 develop consistent branding messages and deliver them to the marketplace so that the marketplace recognizes Canada's leadership in responding to market demands; and
37.4 target established markets and high potential emerging markets by developing strategies that integrate market development, investment, market access and technical assistance activities so as to ensure that the sector can take advantage of the Canada brand.
38 The Parties recognize that further progress on trade reform is essential to maximize the benefits for the agriculture and agri-food sector of the branding of Canada in foreign markets. The Parties therefore agree that:
38.1 Canada will take a leadership role in international organizations and fora to influence and shape discussions on technical trade issues in a manner that furthers the objectives of the Framework Agreement;
38.2 the Parties will work together to build stronger partnerships with developing countries by enhancing capacity building assistance to help these countries better participate in and benefit from the global agriculture and agri-food market; and
38.3 The Parties will work together to improve coordination through enhanced information sharing, planning and joint activities so as to advance Canada's agriculture and agri-food interests in key countries and with key international institutions and organizations.
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| Date Modified: 2005-04-20 | Important Notices | |
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