New Industry Resource For Engaging Consumers

By Dorothy Long, Managing Director, Canadian Food Focus and Sector Co-chair of the Consumer Engagement Working Group of AAFC’s Consumer Demand and Market Trends Table

In today’s dynamic communications landscape, consumer engagement has become a critical focus for the agriculture and agri-food industry in Canada. As stakeholders aim to build public awareness and trust, it is essential to employ effective strategies that foster meaningful relationships with consumers. The recently released Best Practices for Consumer Engagement document provides industry professionals with actionable guidelines to connect with Canadian consumers on a deeper level. This tool is a culmination of efforts led by the Consumer Engagement Working Group of Agriculture and Agri-Food Canada’s Consumer Demand and Market Trends Table and written by Christina Crowley-Arklie.

The full resource can be downloaded in English and in French. It includes sections for understanding today’s consumers, defining core target audiences, techniques for consumer engagement as well as suggested formats, platforms and examples.

Understanding Consumer Engagement: Beyond Marketing

While marketing typically seeks to increase sales, consumer engagement focuses on correcting misinformation and fostering a transparent dialogue between producers and the public. The Best Practices for Consumer Engagement guide helps ag communicators engage with consumers effectively by addressing the unique concerns of today’s Canadian consumer. It builds on two decades of work, acknowledging that public trust cannot be built through a one-off campaign or a single message. Rather, it requires a long-term commitment to continuous improvement and collaboration across the industry.

The guiding principle behind the document is to ensure that consumer engagement aligns with shared values and mutual understanding. By connecting with consumers on topics they care about—such as food, sustainability, food safety, and ethical practices—industry professionals can bridge the gap between the agricultural world and the everyday consumer.

Key principles for consumer engagement:

• Connecting through shared values
• Storytelling to communicate complex issues
• Addressing concerns and risks head-on
• Aligning industry messaging

Read more in the Guide.

Canadian Food Focus is an example of all of these principles in action. Read more here: https://canadianfoodfocus.org/partners/canadian-food-focus-answers-consumers-questions/

Next Steps

The release of the Best Practices for Consumer Engagement guide marks an important step forward for the agriculture and agri-food industry. By focusing on shared values, storytelling, and risk communication, the industry can foster deeper connections with consumers and build lasting public trust.

Public trust is a long-term goal that requires ongoing effort and collaboration. The Best Practices guide provides the blueprint for achieving this goal. Next, the Working Group and its collaborators will be planning ways to share the Guide with agriculture communicators, including the development of a toolkit and key messages for issues of concern.

Please share this invaluable resource with your networks, and let’s continue the conversation around building trust in Canada’s food system.