As the Chinese market is growing with increasing demand for quality food products, Canada does not want to be left behind. The branding and promotion of Canadian agriculture and agri-food, ranging from primary products to processed products, is therefore placed high on the agenda of the Canadian Ministry of Agriculture.

MFC presented a comprehensive branding strategy and roadmap to the Agriculture and Agri-Food Canada team in China, consisting of 15 trade commissioners and their assistants from across the Greater China region. The presentation, together with group exercises, introduced the key components of branding, raised critical questions for this unique market, provided practical brand building strategies and methodologies, generated group interests and more targeted planning, and was successful in achieving the objective of providing professional guidance on strategic branding.