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Go Whole Hog | Public Trust Campaign & Website

A novel marketing strategy: tell the truth.

Increasing numbers of consumers are asking important questions about the provenance and practices that put local food on their plate. Livestock agriculture, in particular, has been the topic of much discussion and significant misinformation stemming from third-party assumptions derived from foreign operations and the sector’s hesitance to wade into the often-fiery debate to share their story.


Arable worked with the commodity group to design, produce and promote their bold public trust campaign, which turned on a simple strategy—tell the whole truth, with food at the centre of the conversation. The organization invited Ontario chefs with shared values of farm-to-table cuisine, animal care and food quality to tour local pork farms and ask direct questions on behalf of consumers and themselves.


The website content ( was produced by Arable in collaboration with the Ontario Pork team and featured members from across the local food community including pork farmers, veterinarians, transporters, butchers, retailers and more. The site showcases candid video and editorial interview profiles to address the big questions and share the participants’ pride and professional contributions to the provincial and international food supply.

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