A special initiative of Canada 2020

Canada Food Brand Project

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.

National Forum on Agri-Food: Competing in a New World Order

Canada Food Brand Project

November 6-7, 2019 | Ottawa

"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

September 2018

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?

The Project

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.

Project Overview

Meeting Notes

Presentation Deck

Synthesis Report

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.”

Dominic Barton

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

1. Scope

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.

Q3 2019

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.

November 6-7, 2019 | Register Now

2. Convene

3. Synthesize

4. Forum


Ag-West Bio

Agriculture & Agri-Food Canada

Alberta Agriculture

Alberta Diabetes Foundation

Alberta Innovates

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



Beyond Agronomy

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 Council

Canola Growers of Canada


Carleton University 


Caisse de dépôt et placement du Québec

Cavendish Farms

Cereals Canada

Chamber of Digital Commerce Canada

Chicken Farmers of Canada

City of Guelph 

City of Ottawa 

City of Toronto; St.Lawrence Market


Compute Canada


Conference Board of Canada

Conseil de la Transformation Alimentaire  

   du Québec

Cornell University


CropLife Canada

Culinary Tourism Alliance

Dalhousie University

Danone Canada

Développement international Desjardins

DOT Retail Ready 

Ducks Unlimited

EAT Forum

Egg Farmers of Canada

Emerging Ag Inc.


Enns Brothers

Environment & Climate Change Canada

Farm Credit Canada

Farmers Edge Inc.

Fertilizer Canada

Field Agent Canada

Fisheries Council of Canada

Food & Consumer Products of Canada

Food & Beverage Canada

Food Island Partnership

Food Secure Canada

Feedlot Health

Gay Lea Foods

Genome Alberta

Genome Canada

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 

GS1 Canada

Halifax International Airport Authority

Health Canada


Innovation, Science and Economic

   Development Canada

Innotech Alberta

InfraReady Products

Inter-American Institute for Cooperation

   on Agriculture

ISM/IBM Canada

Keystone Agricultural Producers

Lakeland College

Laval University

Les Éleveurs de porcs du Québec

Livestock Research Innovation Corporation

Loblaw Companies Limited 

Maple Leaf Foods

Manitoba Agriculture

McConnell Foundation

MSCI World Index

National Cattle Feeders

National Research Council

Natural Products Canada

Nestle Canada

Nova Scotia Business Inc.

Nova Scotia Federation of Agriculture


Nutrition International

Olds College

Ontario Federation of Agriculture

Orion Global Business Sustainability Consultants


Passmore Group


Port of Halifax

Premium Ag

Protein Industries Canada

Provision Analytics

Pulse Canada

Red Shed Malting

Restaurants Canada

Richardson International Ltd

Saik Management Group Inc.

Sift Every Thing

Smart Prosperity Institute, University of Ottawa

Statistics Canada

Standards Council of Canada





University of British Columbia

University of Lethbridge

University of Ottawa

University of Saskatchewan

University of Toronto

Viresco Solutions

Western Economic Diversification

Wild Blueberry Producers Association of

   Nova Scotia

Project Lead

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.

David McInnes

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. 

© 2019 Canada 2020. All rights reserved.