DFC, once again, took part in the Canadian Restaurant and Foodservices Association (CRFA) Show, which was held March 3-5 at Toronto’s Exhibition Place.

This is Canada’s biggest foodservice and hospitality event, where more than 12,000 industry professionals in attendance — including chain executives, independent owner/operators, chefs, buying managers, and purchasing agents — come to discover the latest trends, innovative products and inspired ideas.

This show is an excellent venue for Canadian cheese makers to showcase their products in order to find new distribution channels and business partners and to extend their business network.

DFC had a sizable booth at the show, where the participating cheese makers were able to directly sample and showcase their products to Canadian foodservice buyers and chefs.

The purpose of DFC’s presence was to promote Canadian cheese made from 100% Canadian milk (and bearing the symbol on the packaging), as well as to help medium and smaller Canadian cheese makers present their products.

Only cheese makers whose cheese bears the 100% Canadian Milk symbol on the packaging can participate in the show. DFC offers the booth space for free to qualifying participants.

New television and print ads for 100% Canadian Milk
On March 11, DFC launched two 10-second closed captioning television commercials as part of its 2013 mass media campaign for 100% Canadian Milk.

The spots are airing on both specialty and conventional networks in English Canada. One of the spots focuses on the 100% Canadian Milk symbol and encourages consumers to choose dairy products bearing the symbol.

The other highlights reasons to look for the 100% Canadian Milk symbol as part of the 100 Good Reasons campaign, directing the audience to 100goodreasons.ca, where 28 new reasons have been added. The two commercials will air until May 19.

Print ads also started appearing in January and February in several prominent trade publications, including Canadian Grocer, Food in Canada, Chef and Grocer, Grocery Business and Western Grocer.

The ads feature quotes from DFC partners, such as Loblaws, Chapmans, Scotsburn, Cows Creamery, and Fromagerie St. Albert, on why they choose to display the 100% Canadian Milk symbol on their dairy products; the ads will continue to run throughout the year.

Canadian cheese seminars for culinary students
DFC held three seminars for students enrolled in culinary programs at the Lethbridge College (in Lethbridge, Alberta) on Jan. 30, and at the SAIT Polytechnic (in Calgary) on Feb. 5 and 26.

Both students and teachers were impressed with the experience and mentioned that it was a great addition to their courses. This kind of initiative allows DFC to reach out to future chefs and introduce them early on to the quality and variety of Canadian cheese.  PD