Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 5

AT ISSUE

THE CHICKEN OR THE EGG OF
CANADA'S NEW FOOD GUIDE
BY MICHAEL LEBLANC

AFTER many years of consultation, research,

inter-disciplinary policy research, submissions, advice, lobbying and cajoling, the Federal
Government released the first entirely new
Canada's Food Guide in over 20 years.
The original Food Guide was launched during
a period of food rationing in 1942 as "The Official
Food Rules", advocating basic food health, essential agriculture policy objectives and food
security. Subsequent editions were launched in
1944 and 1962. The latest updated version before
January 2019 was released in 2007.
As it's the second most requested government publication after income tax forms, an
interesting question we should consider is this:
does the Food Guide shape consumer eating
habits and therefore grocery retailer strategy,
or does it reflect already existing trends and
behaviours that grocers are seeing in their
vendor meeting rooms, on their store shelves
and in their cash registers each and every day?
The answer is yes.
There is already much alignment with where
Canada's grocers are already heading-even in
their marketing campaigns. Extolling Canadians
to take the time to enjoy their food, cook more,
and make time to eat together touches both on
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familiar advertising campaigns and an enlightened public policy that takes food to its proper
place beyond just fuel and nests it into our culture. As busy Canadian families know, the mix of
time and financial pressures mean that acting on
this good advice is not easy. Merchandising innovations such as in-store build-your-own meal
kits with pre-measured ingredients and recipes
amongst other tactics are helping.
In speaking with buyers, they all tell me that
in their meetings with vendors and on the trade
show floors they are already seeing a wide variety of exciting new options that reflect the different ways Canadians are shopping, and the interesting and varied foods that new Canadians
are introducing to our collective pallet.
While a government policy document this important will always create discussion around key
issues of affordability, industry sustainability and
broader economic and social policy, merchants
can reference the guide in shaping their thinking
around assortment strategies. Does the new guide reflect realities around what their customers
are looking for in the aisles? Does it capture the
realities of our agriculture and farming industries? Is it affordable for Canadian families?
For merchants, all great food for thought!

FOOD & GROCERY

| CANADIAN RETAILER | 5


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Canadian Retailer Magazine - The Food & Grocery Issue 2019

Table of Contents for the Digital Edition of Canadian Retailer Magazine - The Food & Grocery Issue 2019

Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 1
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 2
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 4
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 5
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 6
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 7
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 8
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 9
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 10
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 11
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 12
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 14
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 15
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 18
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 19
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 20
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