Food and Farm Questions, Answered: Building Trust One Video at a Time 

Canadian Food Focus is helping Canadians find clear, credible answers to everyday questions about food and farming through its short-form video series, Food and Farm Questions, Answered. Produced in partnership with Aspen Films, the campaign turns common consumer questions into concise, visual and practical explanations rooted in Canadian agriculture. 

Canadians are increasingly looking online for information about how food is produced, how farm animals are cared for and why farmers use technology. Too often, those searches lead to incomplete, polarized or non-Canadian information. CFF identified an opportunity to meet consumers where they already are, in their social feeds, with one question, one clear answer and one reason to trust Canadian food and farming. 

Food and Farm Questions Answered Playlist

Designed for Consumers 

The series is part of CFF’s Farming Basics and Ag Innovation content streams. Each vertical, captioned video is under one minute and begins with a direct consumer-facing question or misconception. 

The format is intentionally straightforward: 

• A clear question that reflects real consumer interest 
• Authentic farm footage, animals, equipment, food and farmers 
• A focused, jargon-free explanation 
• On-screen text and captions for mobile-first accessibility 
• A clear invitation to follow CFF, share the video or explore related information 

The approach is built for non-farming Canadians, particularly urban food decision-makers who want trustworthy information about animal care, sustainability, food production and agricultural innovation. Rather than relying on broad sector messages, the videos show the people, practices and technologies behind Canadian food in a way that is practical and relevant. 

A Reusable Trust-Building Asset 

Food and Farm Questions, Answered was designed as more than a social-media campaign. Each video can connect viewers to deeper CFF website content, be used in email and influencer education, and be shared by agriculture-sector partners. 

That makes every video a long-term, consumer-ready asset that partners can use to support consistent, credible communication about farming and food. The model helps extend the value of the production investment while giving Canadians multiple opportunities to encounter reliable information in the channels they use most. 

Measurable Impact 

Between October 2025 and September 2026, CFF produced 18 short-form videos, with four additional videos still scheduled for release. The series has already exceeded several campaign objectives: 

• CFF’s social following grew from 38,700 to 52,500, a 35 percent increase. 
• Average video-view duration increased from 74 percent to 93 percent, a 25.2 percent improvement compared with CFF’s overall short-video collection. 
• Audience sentiment remained strongly positive, ranging from 87 percent to 98 percent overall and reaching 92 percent on farming-practice content. 
• Consumer interest increased around video topics. The webpage connected to the series’ most-viewed video, “Do Broiler Chickens Live in Cages?”, rose to become CFF’s 10th most-viewed webpage after previously ranking near 200th. 
• CFF also recorded more than a 2 percent increase in AI citations and an eightfold increase in AI mentions related to topics addressed in the series. 

The questions and comments prompted by the videos demonstrate that Canadians are not simply watching. They are engaging, asking follow-up questions and seeking a deeper understanding of modern food production. 

Recognition and Next Steps 

We are very pleased that Food Questions, Answered has been shortlisted for a Best of CAMA award from Canadian Agri-food Marketers Alliance. This recognition reflects the strength of a simple but important idea: accessible, science-based communication can help Canadians move from uncertainty and misinformation toward greater understanding and confidence. 

Help Extend the Reach 

Public trust is built through repeated, credible interactions. We invite CFF partners to share these videos, connect them to your own consumer education efforts and explore opportunities to support future content that helps Canadians better understand their food and the people who produce it.