The Blue Cow logo of the Dairy Farmers of Canada appears on all Canadian-made products sold in Canadian stores.
In the last seven years, and through a number of international trade agreements, Canada has opened access to this country’s dairy market to dairy producers in other parts of the world. The Dairy Farmers of Canada have opposed these concessions every step of the way. But now, they are aiming their sights on a new target in this battle to shore up the market share – the Canadian consumer.
And to do that, the organization is launching a new customer loyalty program.
Dubbed “More Goodness,” the program will offer coupons and incentives to encourage Canadians to reach for products that feature the Dairy Farmers of Canada’s blue cow logo, and not products from other countries.
“Canadian dairy farmers are amongst the most trusted professionals in the country, working day in, day out to feed the nation,” said David Wiens, president of Dairy Farmers of Canada, in a statement. “Our farmers not only produce high-quality milk, but they do so under some of the most stringent standards and sustainable practices in the world.”
The rewards program is a first of its kind. Consumers will have to sign up for the program, which will give them access to special offers, including discount coupons for dairy products; contests; and recipes.
“At Dairy Farmers of Canada, we wanted to reward Canadian shoppers for supporting local farmers and at the same time further educate them on dairy farming practices,” said Pamela Nalewajek, the Dairy Farmers of Canada’s chief marketing officer.
Since 2017, Canada has extended access to its consumer market to foreign dairy producers under the terms of three free-trade agreements – the Comprehensive Economic and Trade Agreement with the European Union, known as CETA; the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, known as the CPTPP deal; and Canada–United States–Mexico Agreement, or CUSMA agreement, which replaced the North American Free Trade Agreement (NAFTA) in 2020.
Under the CUSMA deal, 3.5 per cent of the Canadian dairy market was opened to the U.S.
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