Building trust for Canadian egg farmers

Egg Farmers of Canada represents Canada’s more than 1,270 egg farmers who provide the fresh, local eggs Canadians want, produced to rigorous Canadian standards. However, a key opportunity exists to build a stronger connection between Canadians and the people who produce their food, and to showcase the significant ripple effect Canadian eggs have on the Canadian economy.

To address this, we developed a comprehensive digital ecosystem. Central to this ecosystem is EggFarmers.ca, a powerful content hub and storytelling destination featuring journalistic-style editorial content on animal care, food safety, farmer profiles, and on-farm practices.

Recognizing that organic content alone struggles to cut through the noise – and to ensure these educational and informative articles reached target audiences effectively – the team integrated a robust digital advertising campaign to strategically seed stories across Google, Meta, LinkedIn, X, and YouTube.

Today, EggFarmers.ca attracts an average of 350,000 page views annually. And, Canadian preference is clear: an Abacus Data survey confirmed that 94% of Canadians prefer their dairy, eggs, chicken, and turkey products to be produced locally in Canada under supply management.¹ Through this digital ecosystem, we are successfully building trust and strengthening the bond between Canadians and their local egg farmers.