“I am very proud to show Canadians the new face of Dairy Farmers of Canada, after months of discussion and consultation,” said Caroline Emond, Executive Director of DFC. “It is exciting for our organization to move into a new era, and vitally important that we continue to evolve as an organization within an innovative and dynamic sector. Today we highlight and celebrate the hard work of our dairy farmers, as well as their great contribution to the overall physical, emotional and economic health of Canadians.”
The standing cow was inspired by the simple, natural purity of milk. The cow stands proudly forward looking, bearing the Canadian maple leaf prominently. The box it stands on can represent all different kinds of farm ground and bedding and gives the sense of an honest product. The bright blue, which is slightly lighter than the former logo, is optimistic and speaks to freshness. The mark balances a sense of power and purpose with a feeling of being real and authentic. The logos represent the farming community, their pride and commitment to the animals they raise and care for, and the natural healthy products they provide Canadians.
“Dairy farmers are innovators and are always looking for ways to improve and evolve,” said Wally Smith, DFC President. “Today’s announcement reflects this as we are looking to the future, for the industry and for consumers, to truly differentiate the Canadian dairy sector. Through this process, we are making it easier for Canadians to identify our organization that represents our dairy farmers from across the country, as well as 100% Canadian milk and products that consumers love.”
The words “Dairy Farmers of Canada” are included on the image for the organizational logo, and a slightly different logo that reads ‘’Quality Milk’’ will be used as a certification mark of origin for 100% Canadian milk and Canadian dairy ingredients. The certification of origin logo will be the focus of a consumer information campaign in early 2017. This is a two-phase process as the new certification mark of origin, which will be used in the marketplace, will need time to transition. The new logo will make it easier for consumers at grocery stores to identify high quality dairy products made from real milk, produced by real cows. Canadian quality milk is produced following farming best practices by dairy farmers who have animal welfare, environmental protection and Canadian families’ health at heart.
Additionally, DFC will host the 10th edition of the Canadian Cheese Grand Prix in 2018 instead of 2017, so that more Canadian cheeses bearing the new certification mark of origin logo would have the chance to participate in the prestigious contest.