ARCHIVED Annual Report 2003-2004

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Highlights of Key Public Opinion Research Projects

Agriculture and Agri-Food Canada

Public Opinion Research (POR) was an important tool in advancing Agriculture and Agri-Food Canada's key priorities in 2003-2004. The Department's POR during the year was done in support of the Agricultural Policy Framework (APF), a major federal provincial initiative aimed at positioning Canada as the world leader in the production of food that is of the highest quality and safety, innovative and produced in an environmentally-responsible manner. The Department undertook a number of public opinion research initiatives to obtain measures on perceptions and attitudes of Canadian producers and the general public in a number of areas central to the success of the APF, namely:

  • Branding Canada in the agriculture and agri-food industry;
  • Policies, programs and initiatives related to food safety;
  • Income stabilization and safety net programs;
  • Skills training and use of beneficial management practices for farmers;
  • Sources of information, awareness of communications initiatives and evaluation of communication products.

A particularly innovative area of investigation concerned public views on functional foods. Close to 3,000 Canadians, including 800 health professionals were surveyed on their awareness, knowledge, views and use of functional foods and nutraceuticals. The surveys were intended to support market development activities.

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