Canadian Food Focus (CFF) is dedicated to building trust and understanding around Canadian food, farming, and agri-food innovation.
Mission Statement
To inform, engage, and inspire Canadians with credible stories and resources about Canadian food, farming, and innovation — empowering all Canadians to trust, understand and take pride in Canadian agriculture from farm to table.
Vision Statement
A future where Canadians understand, trust, and celebrate the people, science, and stewardship behind our safe, sustainable, and diverse food supply.
Core Values
- Transparency: Communicate with clarity, openness, and accuracy.
- Science-Based: Champion evidence-backed information and best practices.
- Inclusivity: Reflect Canada’s cultural, regional, and sector diversity.
- Collaboration: Engage partners and communities in co-creating value.
- Accountability: Measure results, adapt to feedback, and deliver public benefit.
- Empowerment: Meet Canadians where they are, supporting them to build practical food literacy and confidence.
We achieve our mission by:
- Building public confidence in Canadian food and farming through engaging, accessible content and proactive outreach.
- Bringing together voices from across the food and agriculture sector—providing a unified, trusted platform that resonates with urban Canadians and acts as a third party validator for the Canadian agriculture sector.
- Creating consumer-centered content that weaves together science, compelling stories, and the shared values at the heart of Canada’s food landscape.
- Championing innovation and sustainability by distilling and sharing clear, factual information about technology, environmental practices, animal care, and food safety.
- Collaborating with producers, subject-matter experts, and partners from coast to coast to ensure our messaging authentically reflects the diversity, excellence, and integrity of Canadian agriculture.
Through these actions, Canadian Food Focus seeks to elevate food literacy from fork to farm, foster enduring public trust in our food system, and strengthen the long-term sustainability and vitality of Canada’s agriculture sector.
