TORONTO, June 9 – Responding to growing demands from consumers to know where their food comes from, Chicken Farmers of Canada has introduced its “Raised by a Canadian Farmer”, a branding program showcasing the commitment of farmers to provide families with nutritious chicken raised to the highest standards of care, quality and freshness.
The Raised by a Canadian Farmer brand will tell Canadian consumers, right on the packages of chicken they buy, that their chicken is raised in Canada by farmers dedicated to producing unmatched quality chicken that meets the highest nutrient, food safety and animal care standards.
Recent Leger Marketing studies reveal that Canadian primary shoppers believe it is important that chicken be labelled with its country of origin. More importantly, more than 85 per cent feel it is important that the chicken they buy is Canadian, not imported.
“Consumers increasingly want to know the story behind their food. Our research tells us that we can best tell that story through a distinct brand,” emphasizes David Janzen, Chair of Chicken Farmers of Canada. “Moreover, our research shows that the majority of Canadians would trust a national brand if it came from a farmers’ group, rather than from a retailer or processor.”
Branding chicken raised in Canada affirms consumer preferences for local food and showcases Canadian farming practices, which ensure that chicken Raised by a Canadian Farmer is fresh, safe and of the highest quality. Ninety-eight per cent of Canadian chicken farmers are certified on Chicken Farmers of Canada’s mandatory national on-farm food safety program. Each farmer is audited annually to ensure compliance.
“Thanks to the system of supply management, most chicken in grocery stores is already produced by Canadian farmers,” continues Janzen. “But with ever-growing calls to know where and how food is produced, we need to let shoppers know just how proud our farmers are in helping to feed families in every corner of the country.”
In addition, Chicken Farmers of Canada‘s Animal Care Program ensures that farmers are aligned with humane treatment standards; beyond having a 95% certification rate, its implementation is supported by the Canadian Veterinary Medical Association and several other industry stakeholders. Just like the food safety program, farmers are also audited under this program to ensure that animal care standards and practices are strictly followed.
To learn more about the nutritional benefits of chicken, the world-class standards Canadian farmers adhere to and delicious ways to prepare your Canadian farm-raised chicken, please visit http://www.chicken.ca.
Manager of Communications