Expand the Canadian Oat Market: Canada
- Research Topic: Marketing
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POGA sought to target domestic consumers in this campaign to further diversify the demand for Canadian oats. Canadian consumption of oats has been steadily increasing over the years. However oats are still perceived as a breakfast cereal rather than an ingredient to be used in food for the rest of the day. It is important to educate Canadians on the health benefits for things such as heart disease, high cholesterol, obesity and diabetes to name a few. There is an increasing desire to eat “local” as well to reduce the environmental footprint related to the transportation of goods. The website “Oats Everyday”, which was developed as a promotional campaign to the USA, is reactivated and geared to Canadian consumers (and materials will be supplied in both French and English).
Project Details
- Listing ID: 4500
- Project Status In Progress
- Principal Investigators funded in part by AAFC and Manitoba Ag in Action, and directed by POGA through Emerging Ag
- Projects With Results Projects with Results
- Project Dates April 2021 – March 2023
- Abstract/Summary POGA sought to target domestic consumers in this campaign to further diversify the demand for Canadian oats. Canadian consumption of oats has been steadily increasing over the years. However oats are still perceived as a breakfast cereal rather than an ingredient to be used in food for the rest of the day. It is important to educate Canadians on the health benefits for things such as heart disease, high cholesterol, obesity and diabetes to name a few. There is an increasing desire to eat “local” as well to reduce the environmental footprint related to the transportation of goods. The website “Oats Everyday”, which was developed as a promotional campaign to the USA, is reactivated and geared to Canadian consumers (and materials will be supplied in both French and English).
