The Ambassador Program

by Marty Brett on August 12, 2009

ambassador programAs a part of its mandate, Chicken Farmers of Canada runs a Promotion/Education Campaign designed to attack misinformation, provide information and target specific audiences with honest information about chicken in Canada. The program is designed with initiatives and enhanced education/marketing materials for disseminating nutritional information and dispelling misperceptions.

As a result of this program, CFC now has national tools aimed at dispelling myths about how chickens are raised and addressing topical issues, such as hormones, steroids, husbandry and more. We also now have great tools, resources, school kits, videos and a large online component.

To complement this program, CFC also runs an Ambassador Training Program, stemming from the belief that all our farmers are, in fact, ambassadors for our industry. Recent studies have shown that farmers, in particular, are trusted to provide honest and accurate information about their industries.  We believe that this as an important opportunity to use farmers and other key industry representatives to provide information to the next generation of consumers – as a companion to all the materials we develop.

The Ambassador Training Program has as its objectives:

  • To provide selected provincial representatives the tools to speak publicly to media and the general public about chicken farming and other related topics.
  • To provide these same representatives with the resources required to answer difficult and challenging questions about the industry.
  • To provide an additional speaker to provincial boards for individual media and public relations opportunities.
  • To serve as a companion to the Promotion/Education Program – buttressing the program through firsthand storytelling and honest, meaningful information.

Ambassadors learn a wide variety of skills during their training, which is offered in beginner and advanced sessions, including:

•    How to arrange an interview
•    How to conduct an interview
•    How to answer tough questions
•    How to get the point across

In some cases, Ambassadors are trained in more general public relations skills, including:

•    How to present to children, adolescents, adults and more
•    How to anticipate questions the audience can ask
•    How to answer difficult questions
•    How to get the message through

Participants take this knowledge of the audience and develop a presentation incorporating what they’ve learned, as well as any local issues that will answer the questions and concerns of the audience. Programs like this allow us to have a far greater outreach to our key consumers and helps to continue our open dialogue.

If you are interested in booking a farmer to speak at your event, let us know and we’ll help in any way we can. Our email is cfc@chicken.ca

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2 Comments

{ 2 comments… read them below or add one }

M. Davis August 19, 2009 at 9:00 pm

So what exactly do ordinary chicken that we find in grocery stores eat? I mean the ones that are not organic, nor the ones specially marked no hormones, etc., nor the free range, nor the grain fed.
ie the ones not marked with anything special.
2nd question: Are the grain fed chicken fed with grain containing GMOs?
Thanks

Reply

Marty Brett August 21, 2009 at 9:35 am

We have a fact sheet on what chickens eat. It’s hosted on our main website here: .

As for the labelling of chicken, you mention a few above that are not as easy to define as you might think.

Organic chicken is a small, but important niche in our industry. We have regulated organic growers in several provinces, about 2% of our members. Basically, organic feeds are the same as regular feeds except that:

• At least 80% of all the feed ingredients must come from organic sources (i.e., products from farms that meet organic farming standards set by the Canadian General Standards Board, a government agency, and meet the requirements of a reputable certification body).
• All organic feed ingredients, such as vitamins, that are not of 100% natural origin, must be approved by a certification body.

Canada does not permit chicken to be labelled “hormone-free” as there are no hormones permitted in any chicken feed anyway. In Canada, the use of hormones in chicken feed has been banned since the 1960s.

Free range farming is still only a small part of our industry here. Canada’s climate in 3 of the 4 seasons is not very receptive to raising birds outdoors (too hot or too cold). Having said that, there are a number of regulated farms that use this type of rearing during the growout period but it’s not a very sustainable way to supply Canada’s 1 billion kg chicken marketplace. CFC has adapted a version of the on-farm food safety program manual with variations and specifications that apply to free range producers.

Grain fed is the hardest to prove and the easiest label to use. In Canada, the main ingredient of all chicken feed (88%) is grains and grain by-products, protein-producing seeds, and meal made from them such as canola or soybean meal. So all chickens are essentially “grain-fed.” The difficulty is that additional 12%. Everyone (meaning processors, feed mills, and yes even individual farmers) has their own way of topping up to 100%. Each and every ingredient is government regulated but factors such as price, geography, climate, animal health, etc all play a role in determining the specific mix. Consumer demand has also created some different feed mixes that “contain no animal by-products” or “antibiotic free” but that does not mean that they use 100% grain either.

As for GMOs, here is the definition from the Canadian Food Inspection website: GM stands for “genetically modified”. An organism, such as a plant, animal or bacterium, is considered genetically modified if its genetic material has been altered through any method, including conventional breeding. A “GMO” is a genetically modified organism. According to this broad definition, all plants bred for Canada’s growing conditions are GMOs.

It is likely that any chickens fed grain in Canada are exposed to GMO feed at some point; Canada is very advanced in crop and feed science, which includes a large number of GMO crops. These have been developed to make them hardier in the Canadian climate or resistant to specific pests or herbicides. Canadian legislation does not require GMO product identification or segregation in the food chain. Certified organic feed should not contain any GMO grains.

Thank you for the questions.

Reply

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