Work on a “Buy Manitoba” branding campaign aimed at consumers within the province has picked up just shy of three quarters of a million dollars in public funding.
The provincial government on Monday pledged $742,100 over two years for the campaign, aimed at raising the profile of Manitoba food products among Manitoba consumers.
“Buy Manitoba” forms part of a larger five-year program to develop a branding and public-awareness campaign to help consumers identify and buy locally, the province said.
The program is industry-led, with its steering committee including members of “all steps of the food value chain” including retail and food service partners, the government added.
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“The Manitoba Food Processors Association is eager to begin work with the partner organizations on this strategic initiative,” Dave Shambrock, executive director of the Winnipeg-based association, said in the province’s release Monday.
“Each dollar invested by the province will be matched by industry in unique campaigns that will bring more Manitoba-made foods to consumers today, and lasting economic benefits to our communities.”
“Manitoba shoppers surveyed have told us they would prefer to purchase Manitoba products and we are pleased to work with the Manitoba Food Processors Association to help make Manitoba products easier to identify,” provincial Ag Minister Stan Struthers said in the same release.
The two-year program stems from a Buy Manitoba food survey with 800 “primary” grocery shoppers, which collected information on buying habits and perceptions about buying Manitoba food, the province said.
“The results indicated most Manitoban shoppers have a good impression of Manitoba foods and agree with supporting local producers and processors,” the province said.
“Consumers suggested better labelling of local products and improving awareness with a public-awareness campaign.”
