About

CFO's Specialty Breeds Chicken Program was developed to bring Ontario into alignment with the national Chicken Farmers of Canada specialty breeds policy. The new program specifies that two common breeds of specialty chicken will now be included under this program: Yellow chicken and Silkie chicken.

CFO worked closely with consumer groups (holding focus groups in both Mandarin and English) to develop a better understanding of the diverse demands and requirements of the multiethnic marketplace for ‘head and feet on’ chicken. The consumer insights that were generated during this process were used to create a relevant and impactful value proposition that spurred increased sales of the two Specialty Breeds chickens, Silkies and Yellow chickens.

Prior to launching this product CFO developed a marketing campaign to promote the product in specialty food stores. The resulting branding unifies the market and gives confidence to purchasers that the chicken is locally produced on Ontario family-farms and is consistently of high quality. CFO’s development team worked with retailers that market primarily to the Asian communities and distributors that work with this market to bring consistent branding and appeal to more than 60 targeted supermarkets in the Greater Toronto Area (GTA), and surrounding areas.