The Canadian Vegetarian Association (CVA) is a non-profit organization dedicated to the unification and advancement of Canada’s growing vegetarian community
A NATIONAL VOICE
Despite the growing popularity of the vegetarian lifestyle in Canada, there are only a handful of 'vegetarian associations' scattered throughout the country. While these local groups are doing their part, each is tirelessly working to promote the same cause – independently. There is no active national organization to facilitate collaboration amoung local groups or inspire the formation of new ones. As a result, the vegetarian voice in Canada is soft when compared to other nations.
The Canadian Vegetarian Association (CVA) was founded in 2007 by Errol Saldanha (as voluntary assembly of non-profit provincial/municipal vegetarian groups and citizens) to create a stronger, more united vegetarian movement in Canada.
Objectives:
1. Create a centralized forum to unite Canadian vegetarian groups
2. Combine provincial/municipal efforts and resources via national body
3. Inspire the formation of new provincial/municipal vegetarian groups
4. Help define and promote "Brand Vegetarian" in Canada and abroad
5. Raise awareness with the public, business, government and media
6. Promote/support the growing Canadian vegetarian market/brands
7. Standardize clear labeling of plant-based choices for Canadians
FROM GRASSROOTS TO MAINSTREAM
Vegetarianism in Canada has come a long way since the first local association was founded in Toronto in 1945. However, there is still much to do to create an equal platform for our cause. 'Brand Vegetarian' lacks the strength of its animal counterparts and often conjures up grassroots, hippie-like – even radical stereotypes. The majority of Canadians do not view vegetarianism in a positive way or understand its many benefits. According to the Ottawa-based National Institute of Nutrition, only an estimated 4 per cent of Canadians consider themselves vegetarians.
If we are to make vegetarianism an accepted ‘mainstream’ practice, then we must counter the amateur, homegrown clichés often associated with this movement. A modern, more professional vegetarian image is required. The success achieved by the meat, egg and dairy associations is available to vegetarian associations – but only if we are willing to adapt the same brand-centric model. []v[]
THE CHALLENGE: BRAND CONFUSION
The challenge facing the veggie cause is confusion... vegetarian/lacto-vegetarian/ovo-vegetarian/ovo-lacto-vegetarian/pesce-vegetarian etc. etc. We have two competing associations (vegetarian vs. vegan) when there should be one. And if that doesn't create enough confusion for veggie prospects, there are hundreds of vegetarian and vegan organizations, products, services and causes – each with their own amateur pitch.
Yet the meat, egg and dairy folks seem to have a more united front – like they all got together and put in some real effort into their brand and how they could better position themselves to busy Canadians. And it has paid off – literally. Their messages are clear and memorable: "Get Cracking", "Got Milk?" are household slogans. Such phrases would overpower any veggie-promoting tagline – if there were any. What parent doesn't think that cow's milk is a crucial source of calcium for their child... when this simply isn't true? This is the power of 'Brand Dairy'.
So why can't the veggie pushers get it right? Part of the problem is funding. The animal-product associations simply have more of it. However, the vegetarian movement lacks not only the dollars, but also the ability to produce high-quality brand messaging that the general public will take seriously. One is hard-pressed to find any organized, professional vegetarian campaigns. Time for us to "Get Cracking". []v[]
THE SOLUTION: BRAND VEGETARIAN
What if we developed 'vegetarianism as a brand'? Imagine if that brand was verbally and visually stronger than any meat, egg or dairy association's? If "Drink Milk" billboards were replaced with "Eat Veggies"? By utilizing the same branding techniques as these powerful groups and paying attention to the larger public forum in which Brand Vegetarian operates, it is possible.
Can 'branding' (once associated with the marking of cattle) actually help promote vegetarianism? I believe it can. As a vegetarian and a brand consultant, I am passionate about furthering the vegetarian cause – through professional brand development. One of my personal goals is to help develop and promote a better Brand Vegetarian in Canada and abroad.
I want to combine my two passions and demonstrate that 'branding' is no longer for cattle owners or just large corporations. Today, sole proprietors, non-profits and even nations are viewing themselves as brands. Together we can take vegetarianism from grassroots to mainstream. []v[]
Errol Saldanha
National Vegetarian Awareness Campaign
The Canadian Vegetarian Association (CVA) logo was designed by Errol Saldanha to symbolize and distinguish "Canadian Vegetarianism". CVA is in the process of developing a national vegetarian awareness campaign and support materials for shared-use by Member Associations.
CVA Labeling Program
As part of our objective to standardize labeling for plant-based choices in Canada, we will utilize the above trademark as the basis of a labeling program to denote CVA approved "vegetarian-friendly" choices for Canadian consumers (in consultation with Member Associations, the Government of Canada and relevant Canadian Industries).
Local Vegetarian Group Starter Kits
CVA will produce and distribute "starter kits" to help Canadians initiate new vegetarian groups in their own communities.
INDIVIDUAL MEMBERSHIP IS FREE
Canadian? Vegetarian? Please join us! CVA facilitates membership via our Facebook group and Linkedin group
For more information, please contact: info[at]canadianvegetarian[dot]org
© 2007 - 2010 Canadian Vegetarian Association (CVA). All rights reserved. 'Canadian Vegetarian Association' and the Canadian Vegetarian Association logo are trademarks of the Canadian Vegetarian Association (CVA). All content posted at this site remains property of the author(s). Reproduction without the author’s and Administrator’s permission is strictly prohibited.
