New movement - Let's Grow Canada - intended as an "open door" to Canadian agriculture and food

"We're trying to build a movement from the ground up... to reach out first and foremost to all Canadians, to generate pride, generate interest, and enthusiasm... to fall in love again with this great sector. The premise is that meaningful action starts with emotion, and that reconnecting Canadians to their food system is foundational to broader sector growth."

"How do you want to go and tell your story to the rest of the world, if even internally in Canada we're not able to tell our story? The first phase is focused squarely on pride, recognizing that building internal confidence and narrative strength must precede external promotion and global positioning."

"The Let's Grow Canada website is designed as a door - a central entry point where investors, students, consumers, and industry stakeholders can access information and connect with partner organizations across the value chain. FCC is encouraging associations and businesses to co-create content and help shape that menu of resources."

Let's Grow Canada represents a long-term movement launched by Farm Credit Canada to transform how Canadians perceive agriculture. Unlike traditional marketing campaigns with fixed budgets and timelines, this initiative builds from the ground up to generate pride, interest, and enthusiasm for the agricultural sector. The movement operates on four core objectives: building pride in Canadian agriculture, attracting investment, growing domestic and global demand, and drawing talent into the sector. The initiative recognizes that emotional connection precedes meaningful action, making internal Canadian pride essential before promoting agriculture globally. A dedicated website serves as a central hub where investors, students, consumers, and stakeholders can access resources and connect with partner organizations. Success metrics vary by objective, ranging from measurable investment to increased engagement and improved talent attraction.

Read at Realagriculture