Frederic Serre
The Advocate
Quebec’s milk producers are putting their elbows up and promoting the province’s dairy products through an ambitious advertising campaign in response to fears that American products will soon be making a return to Canadian grocery store shelves.
The advertising campaign, led by Les Producteurs de lait du Québec, comes at a time when a Léger poll shows that 94 per cent of Quebecers believe that it is important for Canada to protect its food security by encouraging local food production. More than 80 per cent are also concerned that American products are replacing Canadian dairy products, even though production standards and practices differ greatly south of the border.
According to the Producteurs de lait, the main message of the ad campaign, entitled “Notre lait. Rien d’autre” or Our Milk. Nothing Else,” the main message is that dairy production boosts hundreds of Quebec towns and villages and plays a vital role in the daily lives of Quebecers.
“Through Our Milk. Nothing Else, we celebrate the producers dedicated to feeding Quebec through a sensitive and cinematic approach, the advertising effort by renowned filmmaker Monia Chokri highlights the intergenerational bond between local families and their attachment to the land. It celebrates the dairy farming profession as a vehicle for sustainable know-how and a commitment to quality,” the organization said in a press release.
According to Daniel Gobeil, president of Quebec milk producers’ group, in a context of economic turmoil, dairy production is more important than ever, as it supports hundreds of municipalities across Quebec. One dairy farm can be found in 60 per cent of Quebec municipalities, which demonstrates its strong roots in all regions and its vital role in the economic vitality of our towns and villages.
“The Quebec dairy sector has more than 4,200 family farms and generates 66,000 direct and indirect jobs,” Gobeil said. “Producing milk in Quebec is much more than a job. It is a promise to meet some of the highest quality standards in the world. It is a continuous desire to improve and pass on this know-how to future generations.”
“The public and producers alike have heard the government’s promise. Quebecers do not want to see more American products on their shelves, particularly because they are produced according to less stringent standards. The message is clear: this issue must not be on the negotiating table, and no concessions must be made at the expense of Canadian dairy production,” Gobeil said.
“The government of Canada committed to not putting supply management on the table during the review process of the Canada-United States-Mexico Free Trade Agreement (CUSMA), and it must now keep its word by protecting this model, which promotes food self-sufficiency, quality supplies without waste, and price stability for consumers and producers,” Les Producteurs de lait du Québec said in a statement.
Les Producteurs de lait du Québec represents 4,215 dairy farms that deliver about 3.57 billion litres of milk, generating total farm revenues of more than $3.55 billion. Through their sponsorship activities and milk donation program, Les Producteurs de lait du Québec supports key events in Quebec and contributes to eliminating hunger and ensuring food security.
The Our Milk. Nothing Else campaign takes a cinematic approach to celebrating Quebec’s dairy producers and their dedication to providing a quality product.