Agriculture and Agri-Food Canada

Agriculture and Agri-Food Canada

November 10, 2011 11:32 ET

Government of Canada Helps Raise Ontario's Agricultural Profile Abroad

Parliamentary Secretary Lemieux announces investments at Royal Agricultural Winter Fair

TORONTO, ONTARIO--(Marketwire - Nov. 10, 2011) - The Government of Canada is helping Ontario farmers boost sales and enhance competitiveness abroad with investments of more than $1 million. Pierre Lemieux, Parliamentary Secretary for Agriculture and Agri-Food, made the announcement today at the Royal Agricultural Winter Fair on behalf of Agriculture Minister Gerry Ritz.

"The Government of Canada is making strategic investments in Ontario's livestock and grain sectors to improve their competitiveness in foreign markets," said Parliamentary Secretary Lemieux. "Our Government is proud to support the Canadian economy by helping farmers create new international business opportunities, and this fair is an excellent chance for farmers to showcase their high-quality products to the world."

Now entering its 88th year, the fair has a long history of attracting international participation by showcasing Ontario's farm exports. Last year, approximately 1,000 international visitors and buyers representing more than 60 countries attended the Royal, with sales to international buyers reaching about $1 million.

"We are pleased that the Government of Canada recognizes the importance of the fair to the agricultural sector," says Bob Jadavji, Chief Executive Officer for the Royal Agricultural Winter Fair. "This support will allow the Royal to continue promoting Canadian agriculture to the world."

The investments include $650,000 to support traceability initiatives in Ontario's livestock sector, $250,000 for poultry and wheat farmers to increase their exports, and $150,000 through the AgriMarketing Program to promote the fair internationally and establish the International Business Centre. The Business Centre provides Canadian farmers with a professional, business-friendly environment to meet with national and international buyers.

The Chicken Farmers of Ontario is receiving $120,000 through the Canadian Agricultural Adaptation Program (CAAP) to enhance the readiness of Ontario's poultry farmers to contain any potential disease outbreak. Another $130,000 is being provided under the same program to Wing's Food Products of Toronto, to enable Ontario wheat growers to market their produce to North American noodle and cookie makers and other foreign markets. Both these investments, delivered through the Agricultural Adaptation Council in Ontario, will help poultry and wheat farmers boost their export potential.

The Government has so far committed $650,000 under the Livestock Auction Traceability Initiative (LATI) towards 29 projects in Ontario that help the livestock sector become more competitive in international markets by supporting traceability capabilities. The implementation of a traceability system will greatly benefit Canadian farmers by enhancing Canada's ability to support animal health management, food safety and international market access.


AgriMarketing Program

The AgriMarketing program helps industry to implement long-term international strategies which include activities such as international market development, consumer awareness, promoting the Canada Brand and industry-to-industry trade advocacy.

The Government of Canada has also developed the Canada Brand strategy to help the Canadian agriculture, agri-food, fish and seafood sector distinguish itself from key competitors in international markets. The Canada Brand encourages buyers overseas to link Canadian products with quality, commitment, trustworthiness and the clean land and water for which Canada is known.

Tools and promotional products, including a stylized maple leaf logo, are available to registered Canada Brand members, including the Royal Agricultural Winter Fair, to help them develop marketing strategies and activities adapted to their own circumstances.

To find out more about the AgriMarketing program or the Canada Brand international strategy, visit: or

CAAP Program

The Canadian Agricultural Adaptation Program is a five-year (2009-2014), $163-million program that supports the agriculture industry's ability to seize opportunities, respond to new and emerging issues, and test solutions.

The Government of Canada is investing $120,000 in CAAP funds towards establishing a Feather Board Command Centre that will coordinate crisis management in response to a disease outbreak among poultry flocks in Ontario. All four feather boards in Ontario – Egg Farmers of Ontario, Turkey Farmers of Ontario, Ontario Broiler Hatching Egg and Chicken Commission and the Chicken Farmers of Ontario – will be involved in developing a coordinated response plan that is expected to be in place by Nov. 2013. This investment will reassure international markets about the readiness of Ontario's poultry industry to contain any potential outbreak.

The Government is also investing $130,000 towards identifying Ontario wheat varieties that can be used to make Asian noodles and cookies. This investment will enable Ontario wheat growers to market their produce to North American noodle and cookie makers, besides international exports.

For more information on CAAP, please visit

LATI Program

The Livestock Auction Traceability Initiative is a three-year, $20 million initiative, funded under the Agricultural Flexibility Fund as part of the Economic Action Plan. It supports capital investments to improve traceability capabilities at high-risk, high-throughput co-mingling sites.

For more information on LATI, please visit

Contact Information

  • Media Relations
    Agriculture and Agri-Food Canada
    Ottawa, Ontario

    Meagan Murdoch
    Director of Communications
    The Office of the Honourable Gerry Ritz