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

Описание: A new national initiative is aiming to shift the narrative around Canadian agriculture — not with a short-term marketing push, but with what Farm Credit Canada's Justine Hendrciks describes as a long-term movement.

Hendricks, president and CEO of Farm Credit Canada, outlines the vision behind Let’s Grow Canada, that launched with a website reveal on February 10.

Let's Grow Canada is a movement, not a campaign, she says, drawing the distinction between a traditional campaign — with a fixed budget and defined timeline — and what FCC is trying to build.

“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,” she says. The premise is that meaningful action starts with emotion, and that reconnecting Canadians to their food system is foundational to broader sector growth.

The initiative is built around four objectives: building pride in Canadian agriculture, attracting investment, growing domestic and global demand, and drawing more talent into the sector. Hendricks says that while no single action will achieve all four, the first phase is focused squarely on pride. “How do you want to go and tell your storey to the rest of the world, if even internally in Canada we’re not able to tell our storey?” she asks

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, to share the available videos and to commit to the movement.

Success, Hendricks says, will look different across each objective — from measurable investment deployment to increased engagement, trade growth, and improved talent attraction. For producers and agribusiness professionals, the message is straightforward: the movement is open, and participation — whether through partnership or sharing storeys — is the next step.

Check out the website at letsgrowcanada.ca

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