The federal Branding Canada initiative, developed in partnership with the provinces and industry, is a marketing tool designed to gain greater recognition of Canadian agricultural products abroad.

One year ago a branding guide was introduced to help marketers use the strategy and develop complimentary branding activities.

Branding Canada executive director Janice Vansickle says the goal is to build markets by differentiating Canada from the competition.

Janice Vansickle-Agriculture and Agrifood Canada

What we want to do is leverage our strengths as a country and as a sector and also create greater awareness of the breadth and quality of the products that we produce in Canada.

We've got core attributes that we want to promote Canada to be known for, such as our commitment to excellence and quality, customer focus.

Our research showed us that buyers don't always think we have the most customer focus compared to some of our competitors and trust, because when we did our research Canadians are very much trusted around the world and in the food industry that's pretty good real estate to have.

So one of our attributes that we want to continue to be known for is that you can trust us.

And nature, because Canada is viewed world wide as a country with a pristine environment, lots of lakes and rivers and a cold climate, great for producing food in.

So those are the core attributes so we want companies and associations to be aware of those attributes, what we're committing to do as sellers in the international market place and then how do you apply that to your business and add your own points of differentiation as well.

The guide and consumer and buyer research, conducted through the initiative, is accessible at brandcanada.agr.gc.ca but Vansickle notes, users must sign a usage agreement.

She says over 120 companies and associations have signed onto the initiative through the web site.