GRASSROOTS GREENHOUSE - 2021 Public opinion around agriculture, agri-food and issues affecting the Canadian food space - Grassroots Public Affairs
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2021
GRASSROOTS
GREENHOUSE
Public opinion around agriculture,
agri-food and issues affecting the
Canadian food space
Preliminary Findings
April 12, 2021
2
• STRATEGIC OBJECTIVES 3
• KEY FINDINGS 4-5
• FOOD ALLERGIES AND SENSITIVITIES 6
• LABELLING AND NUTRITIONAL INFORMATION 7
• THE CANADA FOOD GUIDE 8-10
• EXPOSURE TO AGRICULTURE 11-12
• THE FUTURE OF AGRICULTURE 13
• AGRICULTURE AND THE ENVIRONMENT 14
• AGRICULTURE AS A CAREER 15-16
Contents • COMMODITIES 17
• PROTEIN CONSUMPTION 18
• LAB GROWN MEAT 19-20
• TRADE AND FOOD SAFETY 21
• AGRICULTURE’S IMPACT ON CANADA’S ECONOMY
AND CRITICAL INFRASTRUCTURE 22-25
• GOVERNMENT SUPPORT FOR THE AGRI-FOOD SECTOR 26
• METHODOLOGY 27-29
• PROFILE: GRASSROOTS PA 30
3
Measure the attitudes, direction and intensity of
opinions Canadians have of different issues and
policies affecting agri-food and food security.
Explore and identify trends in the way Canadians
perceive the future of the agri-food sector and its
impact on the environment.
Partner with agricultural and food security
Strategic advocates to understand how the
Coronavirus/COVID-19 has changed the way
Objectives Canadians think about hunger and food security.
Measure to what extent Canadians have changed
the way they act or think about agriculture and
food policy one year into COVID-19.
Identify and measure how agriculture and agri-
food is seen in relation to other major sectors of
the Canadian economy with respect to its
importance and impact on national security and
critical infrastructure.
4
91% of Canadians are confident in the food grown or produced domestically.
90% of Canadians are aware of the Canada Food Guide and its recommendations on
healthy eating.
86% of Canadians endorse government support for the agriculture and agri-food sector
– down from 92% in 2020.
70% of Canadians have never visited an operational or commercial farm.
59% of Canadians are not interested in trying ‘lab grown meat’ if deemed safe to eat by
the federal government.
Key Findings 47% of Canadians frequently check the labelling of a food item to inspect the ingredients
or nutritional information.
44% of Canadians believe that agriculture and agri-food is of ‘very large importance’ to
Canada’s national security and critical infrastructure – down from 59% in 2020.
43% of Canadians believe that agriculture and agri-food is of ‘very large importance’ to
Canada’s economic landscape – down from 63% in 2020.
37% of Canadians believe the agri-food sector is likely to grow in the future– down from
44% in 2019.
24% of Canadians have a food allergy or food sensitivity.
5
Key Findings
Positive opinion of the industry
Canadians hold very positive opinions of agriculture and agri-food. However,
the intensity of these opinions has decreased in the past year. Animal proteins: beyond red meat
Canadians are consuming less red meat than they were a year ago, but are
Canada Food Guide: produce vs. meat & dairy consuming more animal sources of protein such as eggs and fish.
The majority of Canadians believe that the most recent update to the Canada
Food Guide increased the recommended amount of fruit and vegetables. Plant-based proteins: legumes & seeds vs. soy/pea
Plurality believe meat and dairy recommendations were reduced.
Consumption of plant-based proteins such as legumes and seeds has risen
Positive environmental impact at a greater rate than plant-based protein products (made with soy or pea).
Canadians see agriculture as having a positive impact on the environment.
Hesitance in recommending agriculture as a career
Support for fruit & vegetable growers Canadians are less willing to recommend a job or career in agriculture today
than in 2019.
Canadians continue to believe the federal government should place the
greatest level of prioritization of financial support for fruit and vegetable
commodities.
6
ONE IN FOUR CANADIANS REPORTS HAVING A FOOD SENSITIVITY OR
ALLERGY.
Has or does not have any food allergies or food sensitivities
Yes, a food sensitivity or
sensitivities.
14%
No, I do not have any food
allergies or food sensitivities.
74% Yes, a food allergy or allergies.
8%
Yes, both food allergies and food
sensitivities.
4%
Q1: Do you have any food allergies or food sensitivities?
7
FEWER THAN HALF OF CANADIANS FREQUENTLY CHECK THE LABELS
OF FOOD ITEMS TO EXAMINE THEIR INGREDIENTS AND/OR
NUTRITIONAL VALUE.
Frequency of checking labels and ingredients on food items
Never
9%
Some of the time
43% Don't know
1%
Always
16%
Most of the time
31%
Q2: When shopping for food, how often would you say you check the label of an item to examine the
ingredients used and/or its nutritional information?
8
NINE IN TEN CANADIANS ARE AWARE OF THE CANADA FOOD GUIDE
AND ITS RECOMMENDATIONS ON HEALTHY EATING.
Heard of the Canada Food Guide before taking survey
Yes
90%
No
10%
Q3: As you may know, the Government of Canada has provided information and advice to Canadians on
nutrition and healthy eating since 1942.
Before taking this survey, had you ever heard of the Canada Food Guide and its recommendations on
eating a healthy diet?
9
FOUR IN TEN CANADIANS BELIEVE THAT THE MOST RECENT CHANGE
TO THE CANADA FOOD GUIDE TOOK PLACE IN THE PAST TWO YEARS.
Last update to Canada food guide was made…
Within last 5 years
24%
Within the last 10
years
Within last 2 years
6%
44%
More than 10 years ago
1%
Don't know
25%
Q4: The Government of Canada updates and modifies the Canada Food Guide over time to reflect new
information and advances in nutritional science.
From what you may know or have heard, when would you say the Canada Food Guide was last updated?
10
THE MAJORITY OF CANADIANS BELIEVE THAT THE MOST RECENT
CHANGES TO THE CANADA FOOD GUIDE INCLUDED INCREASING THE
RECOMMENDED AMOUNT OF FRUIT AND VEGETABLES.
Changes to Canada Food Guide
Fruit and vegetables 13% 57% 29%
Dairy 31% 28% 6% 35%
Grains and cereals 11% 29% 23% 36%
Meat and fish 36% 26% 6% 33%
Decreased recommended amount No change to recommended amount Increased recommended amount Don't know
Q5: From what you may know or have heard about the most recent update to the Canada Food Guide,
please tell us which changes, if any, were made to the different food groups listed below.11
SEVEN IN TEN CANADIANS HAVE NEVER VISITED AN OPERATIONAL,
WORKING OR COMMERCIAL FARM.
Visited an operational, working farm
No, I have not.
70% Yes, I have.
30%
Q6: Have you ever been to or visited an operational, working, or commercial farm? That is, a farm that
uses modern or technological methods to grow, produce or cultivate crops or livestock for profit?12
THOSE WHO HAVE VISITED AN OPERATIONAL WORKING FARM HELD
VERY POSITIVE OVERALL IMPRESSIONS.
Overall perception last time respondent visited working farm
25%
21%
19%
14%
9%
5%
3%
1% 1% 1%
0%
0 1 2 3 4 5 6 7 8 9 10
Q6 (follow-up): (Among those who said they had been to an operational working farm N=303)
Please tell us on a scale from 0, meaning very negative, to 10, meaning very positive, what your overall
impression was the last time you visited a working or commercial farm?13
A PLURALITY OF CANADIANS CONTINUE TO BELIEVE THE AGRI-FOOD
SECTOR IS LIKELY TO GROW; HOWEVER, MORE CANADIANS ARE UNABLE TO
FORM AN OPINION ABOUT THE FUTURE OF THE SECTOR TODAY COMPARED
WITH YEARS PRIOR.
Perceptions about the future of agriculture and agri-food sector
44%
41%
37%
The sector is likely to
26% 26% grow
24%
The sector is likely to
23%
23% 22% shrink
16% The sector is likely to
stay the same
9% 10%
Don't know
2019 2020 2021
Q11: When thinking about the future of Canadian agriculture and agri-food, do you believe the sector is
likely to grow, shrink, or stay the same compared to what it is today?14
A MAJORITY OF CANADIANS BELIEVE THAT AGRICULTURE HAS A
POSITIVE ENVIRONMENTAL IMPACT.
Agriculture’s perceived impact on the environment
20%
13%
11% 12%
11%
7%
6%
4%
2% 2%
1%
0 1 2 3 4 5 6 7 8 9 10
Very negative environmental impact Very positive environmental impact
Q12: When thinking about Canadian farming and agriculture, please tell us whether the sector has a
positive or negative impact on the environment using the scale below with 0, meaning very negative
environmental impact, and 10, meaning very positive environmental impact.15
CANADIANS ARE LESS LIKELY TO RECOMMEND A JOB OR CAREER IN
AGRICULTURE TODAY COMPARED WITH THREE YEARS AGO.
Likelihood of recommending a career in agriculture and agri-food
Net: +17%
44% Net likelihood 2019: +4%
Net likelihood 2021: -21%
Net: +9% Net: +1% Net: -8%
27% Net: -7%
19% 18% 19% 20%
12% 12% 14%
10%
5%
1 - Very unlikely 2 3 4 5 - Very likely Don't know
2019 2021
Q13: If someone seeking employment came to you asking for your advice about possible career
opportunities to pursue, how likely are you to recommend a career in agriculture and/or agri-food
(farming and food-processing industries) on a scale from 1, meaning very unlikely, to 5, meaning
very likely?16
INCOME AND SALARIES SEEN TO BE THE MOST DRIVING
CONSIDERATIONS BEHIND SOMEONE’S LIKELIHOOD TO RECOMMEND A
CAREER IN AGRICULTURE.
Considerations fueling respondents’ likelihood of recommending a job in
agriculture and agri-food
Income, salaries, wages and/or
32% 29% 22% 14% 3%
benefits
Job security and/or employment
28% 31% 21% 18% 3%
opportunities
Lifestyle or work-life balance 21% 19% 24% 32% 4%
Safety and working conditions 13% 19% 32% 32% 4%
Other 6% 86%
1 (most important) 2 3 4 5 (least important)
Q13 (follow-up): Taking into account how likely you are to recommend a job or a career in
agriculture or agri-food, please rank each of the following employment considerations below that
helps support your recommendation from most important to least important.17
CANADIANS CONTINUE TO BELIEVE GOVERNMENT SHOULD PRIORITIZE
FINANCIAL SUPPORT FOR FRUIT AND VEGETABLES OVER OTHER
MAJOR COMMODITIES.
% of respondents who believe the commodity should receive very high prioritization for
government support
Fruit and
55%
vegetables
49%
Grains
42% 42%
38% 36% Dairy
34%
34% 31%
34% 31%
30% 29% Poultry
27% 29%
27% 27% 27% 25%
23% Beef
20%
Fish/seafood/
aquaculture
Pork
2019 2020 2021
Q14: Governments at times agree to subsidize or provide special support to industries in order to protect
them from foreign imports, help export more goods to foreign markets and to help grow and protect jobs.
On a scale from 1 to 5, with 1 meaning very little priority and 5 meaning very high priority, please indicate
how much prioritization the Canadian government should place on supporting these agri-food related
industries through subsidies or special support:18
CANADIANS ARE EATING LESS PORK AND BEEF IN THE PAST 12
MONTHS.
Protein source consumption past 12 months
Eggs 33% 51% 10%
Legumes and pulses 33% 49% 11%
Seeds and nuts 32% 49% 11%
Fish/seafood 30% 44% 16% 7%
Poultry 29% 54% 11%
High protein grains 23% 48% 11% 15%
Dairy 23% 45% 16%
Plant-based protein products 20% 44% 11% 21%
Pork 13% 51% 25% 8%
Beef 12% 45% 35% 5%
Lamb 6% 38% 18% 35%
More (A lot + Somewhat) No change Less (A lot + Somewhat) N/A – cannot or do not eat
Q15: When thinking about your protein consumption habits and preferences in the past year, please tell
us whether you are consuming more, less, or have not made any changes to the amount you consume of
each of the different sources of protein below.19
ONE IN THREE CANADIANS HAS NEVER HEARD OF THE TERM ‘LAB
GROWN MEAT’.
Awareness of the term ‘lab grown meat’
Yes, I have heard of the term but I
don't know what it means.
31% No, I have never heard of the term and I
don't know what it means.
32%
Yes, I have heard of the term
and know what it means.
37%
Q17: Before taking this survey, had you ever heard of the term cultured, cell-based or cultivated meat,
sometimes referred to as lab-grown meat?20
A MAJORITY OF CANADIANS WOULD NOT BE INTERESTED IN TRYING
LAB GROWN MEAT IF DEEMED SAFE FOR CONSUMPTION.
Willingness to try ‘lab grown meat’ once approved and available
Not interested at all
33%
Not very interested
26%
Net Disinterested: 26%
Don't know
8%
Somewhat interested
24%
Very interested
9%
Q18: While still in early stages and not yet approved of by the government of Canada, scientists and
nutritional experts are exploring ways in which animal sources of protein can be replicated and grown in a
laboratory without having to raise and process animals or livestock.
If, in the future, the government of Canada approved of the sale of lab-grown meat and deemed it safe to
eat, how interested would you be in purchasing or trying lab-grown meat?21
CANADIANS CONTINUE TO REMAIN OVERWHELMINGLY CONFIDENT IN
THE SAFETY OF FOOD GROWN OR PRODUCED DOMESTICALLY.
% of respondents who are ‘very’ or ‘somewhat’ confident in safety of food
94% grown in country of origin
89% 91%
73% 68%
70% 72%
64% 67%
46%
44% 43%
38% 40%
12% 9% 14%
Canada European Union United States Mexico China South America The Caribbean
2019 2020 2021
Q19: How confident are you in the safety of food grown or produced in each of the following countries
listed?22
AGRICULTURE CONTINUES TO BE SEEN AS THE MOST IMPORTANT
CONTRIBUTOR TO THE COUNTRY’S ECONOMIC LANDSCAPE.
Perceived importance of agri-food sector on Canada’s economic landscape
Agriculture & agri-food 3% 15% 33% 43% 6%
Science, innovation and research 3% 19% 29% 41% 7%
Renewable Energy (wind, solar, etc) 6% 19% 27% 40% 6%
IT technology 4% 18% 36% 33% 7%
Construction & infrastructure 4% 20% 37% 32% 6%
Mining, forestry and natural … 6% 23% 32% 31% 7%
Service industry 5% 23% 35% 30% 7%
Oil & natural gas production 8% 24% 29% 29% 6%
Banking and financial services 5% 25% 36% 26% 6%
Government & the public sector 7% 27% 32% 25% 6%
Retail 6% 31% 32% 24% 5%
Manufacturing 9% 31% 32% 19% 7%
Very little Very large
1 importance
2 3 4 5 importance
Don’t know
Q20: Please rate the following industries or sectors from 1 to 5, with 1 meaning very little importance and
5 meaning very large importance, on the Canadian economy and Canada’s economic landscape.23
AGRI-FOOD SECTOR STILL RECOGNIZED AS A MAJOR COMPONENT TO
CANADA’S ECONOMIC LANDSCAPE, ALBEIT LOWER THAN 2020.
% of respondents rating the sector as a ‘5’ (very large importance)
to Canada’s economic landscape
Agriculture & agri-food 43%
61% Net: -18%
Science, innovation and research 41%
46% Net: -5%
Renewable Energy (wind, solar, etc) 40% Net: N/A
32%
IT technology Net: +1%
33%
Construction & infrastructure 32% Net: NC
32%
Mining, forestry and natural resource extraction 31% Net: N/A
29% Net: +1%
Service industry/Hospitality and Tourism
30%
Oil & natural gas production 37% Net: -8%
29%
Banking and financial services 34%
26% Net: -8%
Government & the public sector 35%
25% Net: -10%
24%
Retail Net: NC%
24%
17%
Manufacturing/Automotive and othe forms of manufacturing Net: +2%
19%
2020 2021
Q20: Please rate the following industries or sectors from 1 to 5, with 1 meaning very little importance and
5 meaning very large importance, on the Canadian economy and Canada’s economic landscape.24
CANADA’S AGRI-FOOD SECTOR SEEN AS VERY IMPORTANT TO THE
COUNTRY’S CRITICAL INFRASTRUCTURE BUT COMES SECOND TO
HEALTH CARE, SCIENCE AND INNOVATION.
Perceived importance of sector on Canada’s critical infrastructure
Health care 2% 9% 23% 58% 6%
Science, innovation and research 2% 14% 30% 47% 7%
Agriculture & agri-food 4% 13% 31% 44% 7%
IT technology 3% 16% 30% 42% 7%
Renewable Energy (wind, solar, etc) 5% 18% 28% 39% 7%
Banking and financial services 6% 21% 34% 31% 6%
Oil & natural gas production 9% 22% 29% 27% 8%
Mining, forestry and natural … 7% 23% 32% 26% 8%
Banking and financial services 5% 25% 36% 26% 6%
Government & the public sector 7% 27% 32% 25% 6%
Retail 6% 31% 32% 24% 5%
Manufacturing 9% 31% 32% 19% 7%
Very little Very large
1 2 3 4 5 Don't know
importance importance
Q21: Please rank the following industries or sectors from 1 to 5, with 1 meaning very little importance and
5 meaning very large importance, to Canada’s national security and critical infrastructure.25
CANADA’S AGRI-FOOD SECTOR SEEN AS VERY IMPORTANT TO THE
COUNTRY’S CRITICAL INFRASTRUCTURE BUT HAS LOST THE #2 SPOT
TO SCIENCE, INNOVATION AND RESEARCH.
% of respondents rating the sector as a ‘5’ (very large importance) to Canada’s
critical infrastructure
Health care 71% Net: -13%
58%
Science, innovation and research 49% Net: -2%
47%
Agriculture & agri-food 59%
44% Net: -15%
IT technology 40%
42% Net: +2%
Renewable Energy (wind, solar, etc) 39%
Banking and financial services 36% Net: -5%
31%
Oil & natural gas production 30% Net: -3%
27%
Mining, forestry and natural resource extraction 25% Net: +1%
26%
2020 2021
Q21: Please rank the following industries or sectors from 1 to 5, with 1 meaning very little importance and
5 meaning very large importance, to Canada’s national security and critical infrastructure.26
CANADIANS CONTINUE TO BELIEVE THE FEDERAL GOVERNMENT
SHOULD PROVIDE FINANCIAL SUPPORT FOR THE AGRI-FOOD
SECTOR, BUT NOT AS INTENSELY AS 2020.
“…the federal government should prioritize financial
Net: -14% support for the agri-food sector…”
Net: +8%
53% Net agreement 2020: +87%
47%
Net agreement 2021: +78%
39% 39%
Net: +2% Net: +1% Net: +3%
4% 6% 3% 6%
1% 2%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know
2020 2021
Q22: Please tell us whether you agree or disagree with the following statement:
The federal government should prioritize financial support for the agri-food sector to ensure a consistent
and reliable food supply for Canadians.27
• Online survey from representative panel of
Canadians
• N=1,001
• Canada-wide
• Survey offered in English and French
• Respondents 18+
Methodology • Interlocking quotas as set out in the
Canadian Census (Age, gender, province
and language for Quebec)
• Fieldwork: March 23-30, 2021
• Error: N/A for Online Polls (Comparable
Margin of Error would be +/- 3%, 19 times
out of 20)28
Gender % of Sample Age % of Sample
Male 49.1% 18-24 3.6%
Female 50.5% 25-34 23.8%
Other 0.4% 35-44 16.5%
45-54 20.4%
% of
Province 55-64 16.7%
Sample
65+ 19.1%
British Columbia 13.2%
Alberta 10.5% Education % of Sample
Methodology Saskatchewan
Manitoba
2.9%
3.5%
High school or
less
12.2%
Ontario 38.9% Some college or 16.6%
university
Quebec 24.2%
University of 53.1%
New Brunswick 1.9% college degree
Nova Scotia 2.8% Master’s degree 18.1%
Prince Edward Island 0.6% or higher
Newfoundland & 1.6%
Labrador29
Income % of Sample
Under $40,000 11.9%
$40,000 to under $60,000 14.7%
$60,000 to under $80,000 13.2%
$80,000 to under $100,000 13.7%
$100,000 or more 29.7%
Methodology Rather not say 16.9%
Language % of Sample
English 80.6%
French 19.4%30 Grassroots Public Affairs Peter Seemann, Adrian Macaulay, President Director of Research & Polling peter@grassrootspa.ca adrian@grassrootspa.ca 905-716-3000 647-539-7587 RESEARCH COMMUNICATIONS ADVOCACY www.grassrootspa.ca | @GrassrootsPA
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