In 2020, during the pandemic, 47 per cent of Canadians felt the food system was headed in the right direction. In 2017, 43 per cent of Canadians shared that sentiment.
Ipsos Public Affairs surveyed 2,900 adults this August as Canada is embroiled in a trade war with the U.S.
“While the context is different from 2020, the result is similar: the essential but often under-appreciated role of Canada’s food system has once again been thrust into the spotlight, both nationally and locally,” the report says.
Farmers are among the most trusted people in the food system.
Producers rank second out of the top ten stakeholders in the food system with a trust and transparency score of 42 per cent.
Only scientists rank higher with a score of 44 per cent.
Despite that, Canadians are looking to AI tools and grocery stores to find information about the food system.
This represents an opportunity for farmers and scientists to contribute more to food conversations.
“Even though highly trusted groups like farmers and scientists may not always be the first places Canadians turn for information, they remain critical messengers,” the CCFI said in its report. “This gap presents an opportunity: pair high-trust voices with high-exposure platforms (e.g., grocery stores, companies, media) to amplify accurate, credible information and close the trust–influence divide.”
The report also touched on how Canadians view farmers as stewards of the land.
23 per cent of survey respondents have confidence on farmers’ environmental stewardship.
“While the details of modern farming can be complex, concepts like water conservation, soil health, and responsible land use resonate,” the CCFI said. “Highlighting these tangible actions is a clear way for farmers to reinforce trust and showcase their positive environmental impact.”
To help Canadians understand the national food system, earlier in October the CCFI and industry partners launched Canada’s Food System: Our Food. Our Future.
The campaign uses storytelling, research, and digital engagement to highlight the innovations and high-tech systems that strengthen sustainability, food security, and affordability.