Trust amongst consumers is a critical part of the agricultural sector. Industry groups, farmers and government all play an important role in influencing public trust.
Canadian agriculture has a global reputation in producing safe and high-quality food for domestic and international markets. Consumers domestically and around the world want to know that the food they consume was grown in a safe and sustainable way while ensuring food security for future generations.
It is imperative that consumers learn about the agricultural sector through the farmer’s point of view. KAP will work with industry groups and government to ensure that confidence, transparency, reputation, knowledge and openness – which are all part of public trust – are maintained within the sector.