100% Canadian Milk

The cornerstone of the new branding is comprised of two elements: the updated look of the symbol, which is now on a blue drop representing milk, and the “100% Canadian Milk” signature, replacing the “Quality Milk” signature. Together, they express the central message we convey to consumers: these are dairy products made from 100% Canadian milk.

The explicit clarity of the new 100% Canadian Milk branding responds to consumer demand for the origin of food products to be clearly identified on the package. The branding clearly indicates the dairy product they are buying is produced in a manner that reflects Canadian values and is a symbol of trust – a confirmation of the Canadian origin of the milk used to produce our dairy products.

Indicating the Canadian origin is important because Canadian dairy products are different from foreign dairy products: Canadians see Canadian milk as being high quality, fresh, safe and free of additives and hormones. Canadian dairy products are made by our fellow Canadians who live on nearby farms, they contribute to the Canadian economy, and they are produced in keeping with deeply held Canadian values such as respect for the environment, food quality, and animal care. They are a source of pride.

Canadian dairy is made from one of our country’s most precious resources and the 100% Canadian Milk branding allows Canadians to recognize and purchase one of the best things their country has to offer.

By adopting the 100% Canadian Milk brand, both farmers and processors are making a commitment that dairy products featuring the brand on their packaging are made from 100% Canadian milk.