Canada aspires to be the world’s most trusted and sustainable food supplier – and create economic success from doing so. Exactly HOW to achieve this is the issue.
Canada 2020 engaged nearly 600 food system stakeholders to find out.
"By 2025, Canada will be one of the top five competitors in the agri-food sector, recognized as the most trusted, competitive & reliable supplier of safe, sustainable,
high-quality agri-food products to feed the dynamic global consumer."
Report from Canada's Economic Strategy Tables: Agri-Food
With a growing global population, increasing demand for quality food and rising consumer expectations about how food is produced, food systems everywhere are being challenged to respond. With its natural advantages and positive reputation, Canada is in a unique position to become a global agri-food leader. Taking that next step will require a strong Canada food brand - which begs the question: what exactly is behind our brand? Can we express it clearly? Can we validate it? And can it be a guide for future decision making?
That's why Canada 2020 has launched the Canada Food Brand Project: to help answer these questions and provide a template for policymakers, industry leaders, and stakeholders throughout the agri-food system, Canada 2020 will be hosting a series of roundtables, labs, consultations and briefings - all leading up to our National Forum in Ottawa in November 2019.
Materials & Downloads
A handy on-the-go project overview, complete with timetables, background research and goals.
Synthesis of what we heard from December 2018-September 2019
“We’re punching way below our weight. Canada’s agri-food sector needs a big ambition! We need to bring people together in a lab & be disruptive so we can solve big challenges & truly aim to achieve 10x growth.”
Canada 2020 symposium, June 1, 2018
Scoping the project, figuring out the guardrails, and constructing an advisory committee of partners and stakeholders to help keep the project on target.
Q4 2018 - Completed
The Project Process
The Canada Food Brand Project is process-driven - here's what that looks like:
We're unpacking the elements behind the Canada Food Brand one by one, with policy labs, roundtables and events across the country. See the full list here and get in touch to see how you can participate.
Q4 2018 - Q2 2019
After returning from the field, we will synthesize our findings into a series of deliverables - a draft final report, a series of policy recommendations, and a refreshed presentation on the Canada Food Brand project. Get in touch if you are interested in hearing from us.
The marquee event in our process will happen at the Canada Food Brand National Forum, happening in Ottawa on November 6th and 7th, 2019. Taking place directly after the upcoming federal election, this will be our moment to deliver on our findings and help shape the agri-food policy agenda for 2020 and beyond.
Agriculture & Agri-Food Canada
Alberta Diabetes Foundation
Alberta Machine Intelligence Institute
Arrell Food Institute, University of Guelph
Association of Canadian Faculties of
Agriculture & Veterinary Medicine
Association of Equipment Manufacturers
Atlantic Food & Beverage
Atlantic Provinces Trucking Association
Bioscience Association of Manitoba
Calgary Economic Development
Canada Organic Trade Association
Canada West Foundation
Canada Roundtable for Sustainable Crops
Canadian Agri-Food Sustainability Initiative
Canadian Aquaculture Industry Alliance
Canadian Canola Growers Association
Canadian Cattlemen's Association
Canadian Centre for Food Integrity
Canadian Chamber of Commerce
Canadian Federation of Agriculture
Canadian Food Inspection Agency
Canadian Foodgrains Bank
Canadian Food Processors Institute
Canadian Horticulture Council
Canadian Meat Council
Canadian Nutrition Society
Canadian Produce Marketing Association
Canadian Public Health Association
Canadian Roundtable for Sustainable Beef
Canadian Supply Chain Food Safety Coalition
Canadian Vintners Association
Canadian Wildlife Foundation
Canola Growers of Canada
Caisse de dépôt et placement du Québec
Chamber of Digital Commerce Canada
Chicken Farmers of Canada
City of Guelph
City of Ottawa
City of Toronto; St.Lawrence Market
Conference Board of Canada
Conseil de la Transformation Alimentaire
Culinary Tourism Alliance
Développement international Desjardins
DOT Retail Ready
Egg Farmers of Canada
Emerging Ag Inc.
Environment & Climate Change Canada
Farm Credit Canada
Farmers Edge Inc.
Field Agent Canada
Fisheries Council of Canada
Food & Consumer Products of Canada
Food & Beverage Canada
Food Island Partnership
Food Secure Canada
Gay Lea Foods
Global Advantage Consulting Group
Global Affairs Canada
Global Alliance for Improved Nutrition
Global Institute for Food Security
Grain Growers of Canada
Grain Farmers of Ontario
Halifax International Airport Authority
Innovation, Science and Economic
Inter-American Institute for Cooperation
Keystone Agricultural Producers
Les Éleveurs de porcs du Québec
Livestock Research Innovation Corporation
Loblaw Companies Limited
Maple Leaf Foods
MSCI World Index
National Cattle Feeders
National Research Council
Natural Products Canada
Nova Scotia Business Inc.
Nova Scotia Federation of Agriculture
Ontario Federation of Agriculture
Orion Global Business Sustainability Consultants
Port of Halifax
Protein Industries Canada
Red Shed Malting
Richardson International Ltd
Saik Management Group Inc.
Sift Every Thing
Smart Prosperity Institute, University of Ottawa
Standards Council of Canada
University of British Columbia
University of Lethbridge
University of Ottawa
University of Saskatchewan
University of Toronto
Western Economic Diversification
Wild Blueberry Producers Association of
As Principal of DMci Strategies, David is a strategic advisor, speaker and facilitator on change and opportunity facing the global food system. He is also a Contributing Editor of The Economist Intelligence Unit, and an Advisor to the Delegation of Canada for the Inter-American Institute for Cooperation on Agriculture. He is the former President & CEO of the Canadian Agri-Food Policy Institute and is the former Chair of WaterAid Canada and Trustee of London-based WaterAid International, an NGO.
David has held executive positions with MDS Nordion, a global supplier of medical isotopes, and has worked at the Canadian Bankers Association, Scotiabank and the Royal Commission on the Economic Union and Development Prospects for Canada. David is a published author and graduate of the London School of Economics and Dalhousie University.
David is leading the Canada Food Brand project with the support Canada 2020 staff, and a dedicated advisory group representing our partners and experts in the field.
Senior Fellow, Canada 2020
Our Forum Partners
Our Lab Partners
Get in Touch
The Canada Food Brand Project is collaborative and open - get in touch and get involved.