A special initiative of Canada 2020

Canada Food Brand Project

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"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.

Notes from our meetings and labs

The presentation deck for the project - updated and edited as we go

Project Overview

Meeting Notes

Presentation Deck

“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 - Ongoing

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

2. Convene

3. Synthesize

4. Forum

"We call for the government to work with industry in our six key sectors to develop a globally recognized Canadian brand."

Report from Canada's Economic Strategy Tables: Agri-Food

September 2018

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



Beyond Agronomy

Blockchain Association of Canada

Calgary Economic Development

Canada Organic Trade Association

Canada West Foundation

Canadian Agri-Food Sustainability Initiative

Canadian Aquaculture Industry Alliance

Canadian Federation of Agriculture

Canadian Foodgrains Bank

Canadian Horticulture Council

Canadian Nutrition Society

Canadian Produce Marketing Association

Canadian Wildlife Foundation

Canola Council



Chicken Farmers of Canada

Conference Board of Canada


Cornell University


Culinary Tourism Alliance

DOT Retail Ready 

Ducks Unlimited

Egg Farmers of Canada

Emerging Ag Inc.

Farm Credit Canada

Farmers Edge Inc.

Fertilizer Canada

Field Agent Canada

Fisheries Council of Canada

Food & Consumer Products of Canada

Feedlot Health

Genome Alberta

Genome Canada

Global Alliance for Improved Nutrition

Global Institute for Food Security


Grain Growers of Canada

GS1 Canada

Innovation, Science and Economic

   Development Canada

InfraReady Products

ISM/IBM Canada

Lakeland College

Laval University

Les Éleveurs de porcs du Québec

MSCI World Index

National Cattle Feeders

National Research Council

Natural Products Canada

Nestle Canada


Nutrition International

Olds College

Ontario Federation of Agriculture

Orion Global Business Sustainability Consultants


Port of Halifax

Premium Ag

Protein Industries Canada

Provision Analytics

Pulse Canada

Red Shed Malting

Saik Management Group Inc.

Sift Every Thing

Statistics Canada





University of Lethbridge

University of Manitoba

University of Saskatchewan

Viresco Solutions

Western Economic Diversification

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 Partners

Get in Touch

The Canada Food Brand Project is collaborative and open - get in touch and get involved. 

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