Behind the brand

What''s behind a brand? A whole lot of inegrity according to the Alberta Food Processors Association (AFPA).

This fall, AFPA launched Good Food; Prepared with Pride – a new brand that’s backed with powerful promises to consumers everywhere.

“Today, global consumers are seeking confidence in the safety and wholesomeness of food they consume,” says Ken Gibson, President and CEO, AFPA. “And, while Albertans have been proud to support local, we owe them more.”

That thinking is leading Alberta’s food processing sector in new directions. The new brand, which replaces Alberta Made, is much more than a promotional tool. In fact, it’s a certification program designed to market the industry’s commitment to world-class food safety, environmental management systems and human resource training and development.

To use the brand, Prepared with Pride members must commit to meet or exceed the quality standards outlined in AFPA’s Code of Ethics – a code that will evolve as consumer needs, trade practices and government regulations change.

AFPA will partner with governments and organizations to provide programs and services that can help member companies meet the brand’s promise.

Can they deliver?

Gibson believes they can. Together with the provincial government, his organization has invested heavily in the development of systems, protocols and training programs to bring the industry onto the global playing field. Not so surprisingly, many of Alberta’s programs, like HACCP Readiness are being used as the standard in other markets across North America.

“The reality is – our industry is not likely to outspend large global competitors in market and product development. But, we can build on our four key areas of strength – marketing and logistics, quality and safety, training and development and innovation. And, we can give our retail and foodservice partners a program they can align with. After all, they’re preparing food with pride everyday.”

Beyond food

The brand has the capacity to move beyond food and across geographic borders. The Prepared with Pride statement can be applied to value-added agricultural products like pet food or nutraceuticals; providing of course, manufacturers can meet AFPA’s Code of Ethics.

Moreover, the program is stretching beyond Alberta. Processors who export will substitute the Alberta Rose that sits in the logo’s center with a maple leaf. That’s already happening with a number of AFPA companies who recognize the double power of a brand that says ‘Canadian origin’ backed with the program’s quality assurance guarantee.

Will Prepared with Pride be copied in other markets? Gibson smiles when he’s asked. “When you’ve developed a program that speaks to quality assurance for consumers and retail and foodservice customers, you have to believe it’s a winner. But, the consuming public will ultimately decide. After all, the people who buy and consume our products must be assured they’re getting good food prepared with pride and sold with integrity.”

The brand is appearing in retail stores across Alberta. To learn what’s behind the brand, or to download nutritional information and recipes go to: www.preparedwithpride.com.

Deciphering The Code

When you purchase a Prepared with Pride product, you’re getting the manufacturer’s commitment to this Code of Ethics.

Companies who use the brand must agree to comply with all applicable federal, provincial and municipal legislation, regulation and codes of practice that apply to:

• Human health, safety and nutritional quality
• Food inspection
• Consumer protection
• Product standards, processing composition and grading
• Workplace health and safety
• Environmental assessment and protection
• Animal and plant health

For more detailed information on the Code of Ethics, please visit www.preparedwithpride.com.

Growing Alberta Fact: Food processing pumps $9.2 billion into Alberta’s economy.