Ontario Grain Farmer December 2023 / January 2024

More than half (54 per cent) of Canadians surveyed reported that they are extremely concerned about the affordability of food compared to a year ago.

Curtis says that, for example, knowing that the cost of food is such a big concern for Canadians helps drive public outreach and social media activities, such as developing cost-conscious recipes and helping consumers understand that including grains in their diet can be an economical choice. "We also want to know what concerns Canadians have about farming practices so we can prepare information and resources to help address those concerns,"

USING THE DATA "The CCFI public trust survey results are extremely important when it comes to designing public trust and consumer outreach activities," says Brianne Curtis, public relations specialist at Grain Farmers of Ontario. "We want to know what consumers are thinking and what kinds of choices they are making so that we can develop tools, resources, and information to address their concerns and help them make the best choices when purchasing grain products."

says Curtis, who points to public-facing events that Grain Farmers of Ontario attends, like the Canadian National Exhibition and the Royal Agricultural Winter Fair as opportunities to disseminate factual information. "The CCFI data helps us be prepared with answers when visitors come to our booth with questions."

The 2023 CCFI report can be read in its entirety at www.foodintegrity.ca. l

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DECEMBER 2023 / JANUARY 2024

ONTARIO GRAIN FARMER