Discussions
The Federal Government Should Help Consumers Choose Local
By Michael Chong
It is an old adage that if you are looking for a helping hand, try the end of your arm. On the complex range of challenges facing Canadian agriculture, there may be one solution to a range of problems that is very close at hand indeed.
Of late, we have learned of a myriad of concerns relating to food that has buffeted Canadian consumers. Cheap food imports - largely unlabelled and uninspected produce - and a wave of high-volume competition has hit in areas unprotected by supply management. Large retail food chains, which operate on large sales volumes and low margins, leave precious little income for the product that leaves the farm gate and for all those who plant and harvest it. Concern about the quality and safety of imported pet food from China has been raised recently, and food imports from other countries are potentially of concern.
On the other hand, a new interest in organic food has made many high-quality but non-organic farms assess their own marketing strategy. Recent submissions to the Senate Committee on Agriculture and Forestry's study on rural poverty voiced the frustration of many that vendors arrive at farmers' markets with goods to sell that are neither local nor even Canadian, even though they might technically meet Agriculture Canada's "Canada" label requirement.
One "helping hand" for many of these problems would be a determined local labelling, promotions and branding program, one that would allow local agricultural regions to label, promote and brand local lamb, beef, pork, vegetables, dairy products, poultry, eggs and fruit, as well as maple syrup, honey, grains, corn and first-stage locally processed products such as cheese and sausages. By and large, federations of agriculture across Canada are organized on a local basis, usually by county or region. It would be a relatively simple program for the federal government to provide funding for federation of agriculture chapters to have local products, produce and agriculture branded. The success of very high-priced food stores focusing only on the best quality possible, combined with the ever-increasing importance of food safety, tells us that the value of local branding could be very compelling. Certifying provenance would enable Canadians to buy and eat local products.
Canadian consumers increasingly want to know the origin of their food. Increased market demand for Canadian-produced food can be seen in the recent announcement by the Toronto restaurant chain Il Fornello that it will offer menu choices entirely made with locally grown food. These premium-priced menu items are desired by consumers because of the added flavour, nutrition and provenance.
"Wellington County Beef" or "Leeds County Eggs" or equivalent brands for other products and counties would inform consumers where their food dollars were going. They could help invigorate a farming community that is being depopulated far too quickly in ways that will seriously diminish any Canadian food self-sufficiency in the future. Combining this promotional engagement with an advanced Canadian Food Inspection Agency focus on the proper labelling, regulation and inspection of imported food products would send a powerful message to Canadians - both consumers and farmers - that Canadians and their government are committed to a strong, high-quality, local food sector right across Canada.
The days of food as a volume commodity are simply not consistent with the current concerns about climate change, fuel efficiency and food quality. Shipping broccoli from China or even Mexico based on next-to-zero labour costs, without regard to the environmental footprint of the shipping fuel and storage energy, not to mention the unknown food safety and other input standards, makes little sense.
Selling food as a commodity will always be part of the industry. But empowering consumers to make an informed choice through a better labelling regime that identifies foods produced and processed in Canada would strengthen the Canadian farmer and consumer.
That labelling approach would allow new high-quality local brand and product differentiations to enter the marketplace, giving Canadian consumers clearly defined local options. Supportive regulations that kept non-local products out of local farmers' markets would also provide a further boost to already attractive local farm market shopping experiences.
There are many structural issues challenging rural communities and their economic prospects. While these challenges must be addressed through a host of policy initiatives, a renewed labelling regime would be a good place to start.
The value and high quality of local agricultural output should not be presented as a weakness or a difficulty, but rather as a compelling and enduring strength.
Playing to one's strength and advancing the reach and market of domestically produced and processed foods in Canada is never a mistake.
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