Alberta “competitor” archetype highest across Canada

The Canadian Centre for Food Integrity’s (CCFI) 2018 Public Trust Research report tracked consumer behaviours, identifying beliefs, values, fears and motivations using an innovative approach called digital ethnography, which is the adaptation of traditional ethnographic study methods to online media. This approach led to the identification of five consumer archetypes and their prevalence in Canadian…

Biosecurity is an ongoing, timeless challenge

Since the beginning of time, humans have faced security challenges related to protecting themselves, their families and their property. Be it security against other humans, animals or the environment, each problem is mirrored by an opportunity to proactively prevent threats. The hog industry is no stranger to this phenomenon. For us, one of the subtler…