Funding under the initiative will contribute to projects that better connect Canadians with Canada's farmers.

The initiative has two streams: The first aims to help Canadians better understand how their food is produced, and the second will focus on increasing the sector's understanding of consumer preferences and expectations.

Agriculture and Agri-Food Canada (AAFC) will provide up to $8 million over three years to support projects that promote consumer awareness of the strengths of Canada’s agriculture sector. Projects will also help enhance Canadians’ trust in sustainability, animal care, and efforts to reduce food waste.

“Farmers and food business workers across Canada work hard to provide sustainable, high quality, nutritious food here at home, and around the world," said Bibeau. "Consumers have a growing interest in learning more about where homegrown agricultural products come from and how they’re made. This initiative will develop more connections between the agriculture and agri-food industry and Canadians, which will increase appreciation and pride in our farmers and food businesses.”

The initiative is part and package of a greater vision established under the Food Policy for Canada. The policy aims to ensure all Canadians have sufficient access to safe, nutritious and culturally diverse food. It also supports work on food fraud, food labelling, and food loss and waste, among other initiatives.