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Growing Canada’s Agri-Food Marketing Sector Through Mentorship
The Canadian Agri-food Marketers Alliance (CAMA) is a network of agri-food marketing professionals from across Canada representing agri-food marketing professionals throughout Canada’s food system, offering valuable opportunities all dedicated to improving the marketing and communications sector of Canada’s food system.
The Challenge
CAMA recognized a growing need for structured mentorship among professionals in agri-food marketing. While the industry is evolving rapidly, early-career professionals often lack access to trusted guidance, while experienced leaders seek meaningful ways to give back. Without a formal process, opportunities for intergenerational connection were being missed. CAMA aimed to launch a professional, high-impact mentorship experience that would provide real value to participants while building community across the industry.
Pollinate Approach:
- Participants completed a custom intake process, including Pollinate’s proprietary Knowledge Transfer Index Assessment collaboration assessment.
- Mentor-mentee matches were generated using Pollinate’s advanced matching algorithm, focusing on key skills such as marketing strategy, communications, branding, and sales.
- Matches were launched with a virtual information session and access to Pollinate’s curated eLearning library and mentorship resources.
- Post-program feedback and analytics captured real-time insights to inform future iterations.
Highlights
Mentorship program launched nationally across Canada’s agri-food sector.
High-quality matches built around collaboration, leadership, and marketing competencies.
Custom-branded mentoring experience delivered in partnership with Pollinate.
2025 Program sponsored by Think Shift.
Results
- Expanded Networks: Participants built meaningful relationships within the national agri-food marketing community.
- Career Growth: Mentees reported increased clarity around career direction and new skills gained.
- Leadership Development: Mentors enhanced their leadership and coaching skills through active listening and guided support.
“Working with the team at Pollinate was a fantastic experience. Their platform provided the structure and support we needed to elevate CAMA’s Mentorship Program and deliver real value to our members. It was a smart investment – one that allowed us to offer a more organized, engaging, and impactful program for both mentors and mentees.”
Mary Thornley
Executive Director, Canadian Agri-food Marketers Alliance (CAMA)
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