Rising food prices continue to weigh heavily on consumers, and that pressure now shapes how people think about food, farming, and affordability. Dorothy Long, Managing Director of Canadian Food Focus, says food costs remain the issue consumers feel most directly.
“High food prices hit people every day,” Long said.
Canadian Food Focus tracks consumer behaviour through website traffic, social engagement, and direct feedback. Long says the trend stays consistent. Consumers want help stretching food dollars, reducing waste, and understanding what they buy. At the same time, curiosity grows around how farmers use innovation to manage costs and supply.
Canadian Food Focus operates as a national, not-for-profit organization focused on consumer education. It provides science-based information to help Canadians understand where food comes from and how farmers grow and raise it. The organization formed about seven years ago after farm groups and food organizations saw confusion and misinformation spreading online.
“There wasn’t a trusted place people could go,” Long said.
Food serves as the entry point. Consumers do not first search for agriculture. They search for recipes, nutrition advice, and grocery tips. Canadian Food Focus meets them there and then builds understanding outward.
“When consumers think about agriculture, they think about food,” Long said.
A visitor might land on the site looking for a recipe or help reading labels. From there, they learn about soil health, animal care, crop protection, and farm decision-making. Long says that the approach works because it connects daily choices with farming realities.
“We lead with food, not farming,” she said.
Every article and video relies on expert review and plain language. Long says credibility matters, but so does tone. Canadian Food Focus avoids technical language and focuses on practical answers.
“We explain things clearly,” she said.
That clarity matters as misinformation grows. Long says false claims about food, nutrition, and farming spread quickly online. If agriculture does not speak, others fill the gap.
“If farmers don’t show up, someone else will,” she said.
Public trust influences policy, markets, and the ability to farm. Long says Canadian Food Focus helps the sector speak with a unified voice rather than isolated messages from individual commodities.
“Consumers don’t eat in silos,” she said.
Affordability remains the top concern. Canadian Food Focus sees strong engagement with content on meal planning, reducing food waste, and understanding food labels. Long says that interest reflects financial pressure, not a lack of interest in quality.
“People want to eat well and spend wisely,” she said.
Innovation also draws attention. Consumers want to know how plant science, robotics, and technology help farmers manage costs while protecting the environment. Long says Canadian Food Focus connects those innovations to farm decisions and grocery prices.

“We connect the dots,” she said.
Digital platforms drive that work. Canadian Food Focus focuses on social media and search platforms where consumers already spend time. Long says visibility matters as much as accuracy.
Generative artificial intelligence adds urgency. Research shows most consumers accept AI-generated answers without further searching. That reality creates risk and opportunity.
“If we’re not the source, we disappear,” Long said.
Because Canadian Food Focus produces expert-reviewed content, AI platforms often select it as a trusted source. Long says that gives agriculture a chance to shape answers, but only if content stays current and complete.
Industry partnerships help expand that reach. Long points to dairy groups that support Canadian Food Focus by contributing authoritative information. She hopes more sectors follow.
“Working together helps everyone,” she said.
People also matter. Canadian Food Focus builds networks of dietitians, chefs, scientists, and health professionals. These experts often face questions about food but lack direct farming experience. Canadian Food Focus supports them with training, farm tours, and collaboration.
“Canadians trust people they recognize,” Long said.
Consumer response continues to grow. Canadian Food Focus generated more than seven million social media engagements last year and drew over one million website visitors. Newsletter open rates far exceed industry averages.
“That tells us people value the information,” Long said.
Urban audiences drive much of that growth, especially women who make many household food decisions. Younger adults also show strong engagement, particularly through TikTok, while spending more time on the website.
Interest in Canadian-grown food has also increased. Long says traffic spiked when trade issues and tariffs entered public debate. Consumers looked for ways to identify Canadian products and support domestic farmers.
“Canadian pride matters,” she said.
Food knowledge varies. Long says many people feel confident cooking but less confident shopping. Marketing claims and misinformation complicate choices. Canadian Food Focus aims to rebuild confidence through clear explanations.
“When people understand food, they make better decisions,” she said.
Food affordability remains complex. Some households face food insecurity. Others look for practical ways to manage costs. Canadian Food Focus focuses on food literacy while explaining why prices change.
“We explain the why,” Long said.
More information sits at canadianfoodfocus.org, which hosts more than 1,200 articles and hundreds of videos on Canadian food and farming. Social platforms extend that reach daily.
Long believes collaboration strengthens trust.
“When agriculture works together, Canadians win,” she said.
Rising food costs concern consumers across North America. Clear information helps bridge the gap between farm fields and grocery stores – one informed decision at a time. •
— By Harry Siemens