As I stroll through the bustling Byward Market in downtown Ottawa on a crisp October morning, shoppers crowd around local produce stands, inspecting Ontario apples and Quebec cheeses with careful attention. The scene reflects something deeper than just weekend shopping – it represents a growing confidence Canadians have in their food system.
New research released yesterday by the Canadian Centre for Food Integrity (CCFI) reveals an upward trend in public trust toward our food production systems. Their annual “Public Trust Research” survey shows overall confidence in Canada’s food system has climbed to 58% this year – marking a 7% increase since 2020.
“We’re seeing a significant shift in how Canadians perceive their food system,” explains Dr. Sylvain Charlebois, Director of the Agri-Food Analytics Lab at Dalhousie University. “The pandemic created unprecedented visibility into supply chains, and despite challenges, our food system demonstrated remarkable resilience.”
The findings arrive at a crucial moment as food affordability continues to strain household budgets across the country. According to Statistics Canada, food prices have increased 19.1% since 2019, outpacing general inflation. Yet surprisingly, this hasn’t eroded trust in the system itself.
Jean Marcoux, a 62-year-old shopper I met at the market, reflects this seemingly contradictory sentiment. “The prices are painful, no question about it,” he tells me while selecting local carrots. “But during COVID, when American grocery stores were empty, ours still had food. That stays with you.”
This resilience factor appears prominently in the CCFI research. Nearly 65% of respondents cited “consistent food availability during crises” as a major contributor to their trust – up from just 41% in pre-pandemic surveys.
The research also highlights regional variations. Prairie provinces show the highest confidence levels (64%), while Quebec residents register the most significant trust growth, jumping 11 percentage points since 2021. Atlantic Canada remains the most skeptical region at 49% overall trust, though this still represents improvement from previous years.
Agriculture Minister Lawrence MacAulay points to several federal initiatives as contributing factors. “From our Local Food Infrastructure Fund to the Surplus Food Rescue Program, we’ve focused on strengthening connections between Canadians and their food sources,” MacAulay stated at an industry conference last week. “These investments support not just food security but transparency throughout the supply chain.”
The survey reveals generational divides too. Canadians under 35 show greater concern about environmental sustainability and animal welfare, while respondents over 55 prioritize food safety and domestic production. However, both groups report increased confidence compared to previous years.
Several factors appear to be driving this trust growth. The CCFI research identifies three key elements: increased transparency from producers, better access to information about farming practices, and more visible connections between consumers and food producers.
Diane Campbell, a third-generation vegetable farmer from Ontario’s Holland Marsh, has witnessed this shift firsthand. “Ten years ago, nobody cared how we grew carrots,” she says during our phone interview. “Now we host farm tours, maintain social media accounts showing our daily operations, and participate in farmers’ markets. People want to know their farmers, and that builds trust.”
Digital transformation has played a significant role too. The research notes 73% of Canadians now research food origins and production methods online before purchasing – particularly for meat, dairy and fresh produce. QR codes on packaging linking to farm videos and production information have become increasingly common and used.
Industry response to the findings has been swift. Food Processors of Canada announced a new transparency initiative yesterday that will standardize information sharing across major brands. “Consumers have told us clearly they want more information, not less,” said CEO Michael McKay. “This research validates our direction toward radical transparency.”
Despite these positive trends, challenges remain. Trust in food marketing claims continues to lag, with only 32% of Canadians expressing confidence in front-of-package statements like “natural” or “ethically sourced.” Additionally, agricultural practices around pesticide use and genetic modification remain contentious areas where trust scores hover below 40%.
Environmental sustainability represents another complex dimension. While 69% of respondents express concern about agriculture’s environmental impact, 58% simultaneously believe Canadian farmers are good environmental stewards – another seemingly contradictory position that highlights the nuanced relationship Canadians have with their food system.
Climate change impacts on food security emerged as a growing concern, with 61% of respondents expressing worry about future food availability due to changing weather patterns. British Columbia residents reported the highest concern (72%), likely influenced by recent floods and fires that disrupted food supply chains in the province.
The research suggests several paths forward for continuing to build public trust. Consumers indicated strong interest in more farm-to-table programs, increased education about modern farming practices, and better labeling about production methods and environmental impacts.
As I finish my market shopping, I watch a young family stop to chat with a honey producer about colony management and local flowering patterns. The conversation represents exactly what the research highlights – Canadians increasingly want connection with their food system, not just products.
The CCFI plans to release detailed sector-specific findings next month, which will provide deeper insights into trust variations across different food categories. Until then, the overall message is clear: after years of uncertainty, Canadians are developing a stronger relationship with the people and systems that feed them.
