Although farmers and farming are often associated with hard work and clean living, the industry overall has always been somewhat dog-eat-dog. Unlike other industries such as pharma, plastics and energy which tend to coalesce and act in concert when challenged by outside forces or circumstances, agriculture too often turns on itself – the proverbial circular firing squad.
Some of this behaviour is structural and logical. Every dollar gained by one player, a beef producer say, is foregone revenue for stakeholders up the chain – processors and retailers in this case.
But industry stakeholders have also traditionally taken a ‘me first’ rather than cooperative approach on major policy issues, often to their own long-term detriment. For example, the agricultural biotechnology sector split violently around the proposed introduction of the first major biotech product in Canada, bovine somatotropin or BST. Developed in the late 1980s by Eli Lilly and Monsanto, BST, which replicates the somatotropin naturally produced in cattle using a biotechnology-based manufacturing process, offered significant productivity advances and had been found to be both safe and effective by regulatory authorities. However, because the technology was associated with milk, and fearing consumer backlash, other companies in the biotech field distanced themselves and in some cases even took a negative position toward registration. The end result? Not only has BST not been registered in Canada (it did eventually attain registration in the US and many other countries globally), future biotech technologies and platforms, such as the unfortunately named genetically modified organisms or GMOs, were also tainted in the minds of consumers.
The question is, has this trend softened? Is the primary ag sector now willing and prepared to act cooperatively more than before? Not only due to the stresses of COVID, but also because consumers are increasingly engaged in their food selection, preparation and consumption decisions. Coupled with the emergence of social media, rifts in the industry are now highly visible and can negatively affect both bottom lines and reputations. So are we really all in it together now?
Two industry leaders seem to think so. John Jamieson, president and CEO of the Canadian Centre for Food Integrity (CCFI), notes that their recently launched It’s Good Canada campaign was created to celebrate the work of everyone involved in Canada’s food system. Jamieson has seen strong uptake and participation in the campaign from all corners of the agri-food sector, from producers, to processors, retailers, bankers, academia and others.
“Industry players may need a new mindset,” says Jamieson. “We can’t continue try to build ourselves up as individuals or sectors, by bringing someone else down. The public is more aware and engaged, and they expect better of us.”
Cathy Lennon, general manager of the Ontario Federation of Agriculture (OFA), found herself reaching out, connecting and coordinating with stakeholders outside of primary agriculture more than ever before as she dealt with COVID-related issues on behalf of her membership.
“In my role at OFA, for example, I sit on the board of the Ontario Chamber of Commerce,” says Lennon. “Because of this I meet with a lot of people outside my usual agricultural constituency. So at various meetings and roundtables, the universities, construction and forestry people are there and all of a sudden we’re talking about the lack of broadband coverage across the country, which affects not only farmers but also business executives and universities who are now challenged in ways they never were before by trying to work remotely. It points out not only the need to coordinate within ag to push for change, but to stay connected with other sectors and stakeholders. It’s a whole new interconnected world, interdependent and in need of trust and better communication.”
Only time will tell if necessity becomes the mother of cooperation within the agricultural sector, a trend definitely worth watching.
Kahntact president, Len Kahn, spoke with Professor Michael von Massow, Ontario Agricultural College (OAC) Chair in Food Systems Leadership at the University of Guelph, for the Food Focus podcast on predictions for food trends in the agriculture industry for this year. Listen here.
Wow, that was a good afternoon. Last Thursday, at Best of CAMA 2020 (Canadian Agri-Marketing Association), we won the most awards of any organization. It was an especially fulfilling afternoon since we won awards across digital marketing, display advertising, web-site design and other marketing disciplines. We’re integrating cutting-edge digital know-how with deep knowledge of the … Read More
Jo-Ann McArthur of Nourish Food Marketing and Len Kahn of Kahntact Marketing outline 2020 food trends in Canada from a sustainability lens, and what impacts the Covid-19 pandemic have had on consumer food purchasing decisions. See their presentation with the Canadian Roundtable of Sustainable Beef below: You can also watch it here.