We are extremely pleased to be working with Farm & Food Care SK on a new consumer focused project called Canadian Food Focus (CFF). Blue Sky Ideas has had a leading role in this project from initial concept development to brand, website, social media and content development. Now we are managing the brand including contracting writers, editing video, implementing social media campaigns and advertising as well as planning for future activities including farm tours and conference attendance.
We are proud that CFF is quickly becoming a gathering place to tell our Canadian food and farming stories, explore how food is grown and raised, share recipes, and provide useful advice from experts to help people make confident food choices.
Our ultimate goal is to build trust in the Canadian food chain from farm to plate by providing information about farming and food through articles, video and social media posts created by food influencers. Our information has a helpful, conversational tone and we encourage questions and discussion. Creating understanding, transparency and shared values are keys to engaging consumers, growing a community and establishing ourselves as a credible source of information about growing and preparing Canadian ingredients.
Our content roughly focuses about 80% on food and 20% on the methods of food production. As consumers more readily engage with food content it becomes the hook to providing information about farming. Our site and social media launched in March 2019 and in the first 6 months we have reached over 1.5 million Canadians mostly in urban areas. We have also had over 40,000 website visits that last on average over 2 minutes. We have also had over 100,000 likes, shares and comments through our social media platforms.
Our website and social media are organized around 5 content areas:
In Your Kitchen: includes articles about Canadian food ingredients, how to make or cook information, food safety, preventing food waste, meal planning, grocery shopping and more written by Canadian food influencers.
Recipes: includes recipe round articles featuring recipes from Canadian commodity groups, dietitians and food writers.
Health: includes articles on nutrition trends, healthy Canadian ingredients, protein, good fats, Canada’s Food Guide, feeding kids and more written by Canadian dietitians, health professionals and home economists.
Canadian Food Stories: are stories about Canadian food products, farmers, chefs and Instagram stories about our contributors.
On the Farm: include articles about farming practices from a behind-the-scenes view. For example: follow farmers as they harvest asparagus, treat their animals, winterize their bees, plant barley or boil maple syrup.
