He also spoke about strong actions by the federal and provincial governments in trade negotiations and plans to reinforce the value of Canada’s world-leading milk quality standards through a new ‘100% Canadian Milk’ branding programme.
The general consensus is that the Canadian economy is better positioned than most countries to handle the downturn, but the industry must be concerned, Saunders said. “Will consumers scale back on the consumption of value-added products like organic, DHA-enhanced products or speciality cheese? Or will consumption rise as people prepare more meals at home?”
Saunders said that Dairy Farmers of Canada has been asked to consider what the implications are for dairy product consumption. He also praised the federal and provincial governments for strong leadership during World Trade Organisation trade discussions: “Ontario’s minister of agriculture, food and rural affairs, Leona Dombrowsky, was very forceful in stating the legislature’s and her government’s support for supply management,” he said.
“There was absolutely no doubt in anyone’s mind that our minister supports the supply managed sectors and would not entertain supporting any trade deal that trades off supply management in the hope of benefiting the export dependent commodities.
“Two federal ministers were also adamant that the federal government had not changed its position,” Saunders said. “Gerry Ritz, minister of agriculture and agri-food Canada, and trade minister Michael Fortier, made it very clear: Canada was seeking a balanced outcome that recognised the needs of those seeking to export and those commodities wishing to focus on filling the domestic markets.”
Trade has also raised profile of the issue of food safety, although the issue is not limited to imported products, Saunders said. “The fact that melamine was in widespread use in China (as a fake protein) causes retailers and consumers real concerns,” he said.
“Within Canada, there have been recalls for the presence of E. coli and listeria.” He added that the Canadian dairy industry can be proud of its high milk quality and will do even more through implementation of the Canadian Quality Milk programme.
“Consumer loyalty to Canadian dairy products has been an important area of work over the years, but in recent times, national and international events have heightened the opportunity and the need for a new and focused Canadian dairy brand called ‘100% Canadian Milk’.”
The mass media phase of the new programme is only weeks away from official launch, and that phase will feature television, outdoor billboard, retail promotion, web visibility and public relations activities.
“Consumers will clearly know about the value and quality of Canadian dairy products available to them, and they’ll be able to make easy choices at the grocery store based on the new Canadian branding programme,” Saunders said.
“This marketing initiative is consistent with the positive actions being taken by the government of Canada to meet consumer demands for clear identification and labelling of food grown and made in Canada,” he added. “The timing and messages of our ‘100% Canadian Milk’ branding programme are ‘the right thing at the right time’.”
Source: Dairy Farmers of Ontario
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