Chicken Farmers of Canada struts new labelling program

New labels aim to feed consumer appetite for homegrown chicken

Chicken Farmers of Canada is launching a labelling program to promote homegrown chicken and supporting it with digital and traditional media.

The “Raised by a Canadian Farmer” label tells consumers the chicken they buy is raised in Canada and meets the highest standards in nutrients, food safety and animal care.

Research found that 85% of consumers feel it’s important that their chicken is raised in Canada. “Farmers have a tremendous amount of trust by consumers and it’s important that their chicken is Canadian and not imported,” said Lisa Bishop-Spencer, manager of communications at Chicken Farmers of Canada in Ottawa. “More importantly, they trust that [statement] more coming from a farmer than from a retailer, processor or manufacturer.”

For now, the label is available only for fresh raw chicken at grocery retailers, but the program will be expanded.

The “Raised by a Canadian Farmer” program is being promoted through digital and traditional media. With Rogers Media as the media partner, print ads will run in Chatelaine, while a 30-second ad and in-show promotions will run on Cityline. Chicken Farmers of Canada also partnered with Cityline on a $5,000 backyard makeover contest. In Quebec, ads and in-show promotions will run on the TVA network.

Chicken Farmers of Canada is also promoting the program through its social media channels and will host a Twitter party on June 25.

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