Federal Agriculture Minister Gerry Ritz has announced an initial investment of $1 million to kickstart the Brand Canada Initiative in Japan.
Ritz made the announcement while on a mission to Japan, where he also met with Alberta Agriculture Minister George Groeneveld, who was leading a provincial delegation.
The announcement is part of the Canada’s global $32 million Brand Canada Initiative that will drive market research, advertising, store features and other promotional activities.
“Japanese families are looking for Canadian foods when they go to the grocery store and the Brand Canada Initiative will make sure they can find the maple leaf on the great products our farmers grow,” Ritz said in a release.
The minister said he met with officials of the newly elected Japanese government and again raised Canada’s long-standing request for greater access for Canadian beef in the Japanese market.