As 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