Canola Oil Market Development

The North American Canola Oil Promotion Program (NACOPP) is funded by SaskCanola and its registered producers through levy dollars and is the major market development initiative operated by the Canola Council of Canada (CCC) on behalf of its core funders.

With the ability to leverage matching dollars from the Canadian federal government, for programming in the Unites States and internationally, (this allows a program that had $1 million to double the size to a $2 million program) NACOPP has been able to extend and promote canola into significant market places and target industry associations and their professional members in the U.S. to become advocates for canola oil.

These initiatives are carried out through NACOPP's association with the U.S. health industry including the American Dietetics Association, American Diabetes Association, American Heart Association and others to promote healthy and active lifestyles with a balanced and nutritious diet.

NACOPP also invests in some promotion within Canada in order to spread the healthy aspects of canola oil to Canadian consumers. This is carried out with such organizations as Heart and Stroke Foundation of Ontario, Canadian Diabetes Association, and the Dieticians of Canada.

SaskCanola along with assistance from all provincial canola grower associations annually promotes the industry, the nutritional and health benefits of canola oil and canola by-products to thousands of people who attend Canada's largest agricultural fair, The Royal Winter Fair held in Toronto.

This major Canadian market development program provides us the opportunity to pass on the key message that, "canola oil is the heart- healthiest oil", to an extensive and knowledgeable consumer audience. In 2010 a partnership with the Saskatchewan Roughriders was established to continue the heart-healthy message and nutritional benefits of canola oil through the Kickoff to Good Health campaign.