The advent and proliferation of social media have allowed news, data, information, fact and opinion to spread and morph faster than at any time in history. Along the way, myths, conspiracy theories and plain old-fashioned mistruths tend to replace facts, science and expertise. In many instances, a simple lie is easier to digest than a complex truth.
Nowhere is this truer than in agriculture, an industry that is complex, driven by technology and innovation, and more and more under the spotlight with consumers. At the same time, consumers’ knowledge of agriculture, the how and where food comes from, is lower than ever. In fact, a recent study from the Canadian Centre for Food Integrity indicates that fully 91 percent of Canadians claim to know little or nothing about farming practices, while over 60 percent are interested in knowing more. It’s no wonder that misinformation can at times undermine the many positive contributions of modern agriculture.
Here are three examples of things that just might make you go “Huh!”:
Many consumers believe that cattle are a significant source of carbon emissions, and as such are bad for the environment. However, recent research indicates that the opposite may be true. The Canadian Roundtable for Sustainable Beef, a collaborative community of stakeholders devoted to advancing sustainability within the Canadian beef industry, indicates that beef production in Canada contributes only 2.4% to the country’s overall greenhouse gas footprint. Furthermore, the carbon footprint of producing each unit of Canadian beef has actually decreased by 15% since 1981, according to research conducted by the University of Manitoba and Agriculture and Agri-Food Canada.
On the plus side of the ledger, land used for beef production actually provides over 68% of Canada’s wildlife habitat on only 33% of total agricultural land. In fact, raising cattle supports biodiversity, including healthy soils and grasslands, clean air and clean water.
And when it comes to carbon sequestration, it is estimated that soils under native grasslands in western Canada, where a majority of Canadian cattle are raised, may contain up to 200 tonnes of carbon per hectare within the first metre.
So, on balance, the cattle industry in Canada is actually helping to heal the planet, not harming it.
One of the criticisms from activists when it comes to modern agriculture is the supposed movement towards ‘factory’ farms – large, impersonal, resource intensive operations that resemble auto manufacturing plants more so than the family homesteads portrayed in movies. In reality, nothing could be further from the truth — according to the most recent Census of Agriculture, almost 98 percent of Canadian farms are family owned.
In 2016, just over half (51.7%) of all Canadian farms were sole proprietorships. Partnerships accounted for 22.9% of farms, 22.5% were family corporations, while only 2.7% identified as non-family corporations.
In other words, while farms are growing in size and economic impact, they are for the most part owned and operated the same way they always have been – by dedicated Canadian farm families.
During the current pandemic, consumers may have experienced periodic shortages of certain foods – eggs and bananas for example, and many have the perception that Canadian food has become more expensive. While short term shocks like COVID can definitely impact both availability and cost of food, overall Canadians are blessed with access to some of the highest quality, lowest cost food in the world.
In 1900, a Canadian farmer produced enough food for only 10 people and Canadians spent about 50 cents of every dollar earned on food. By comparison, a farmer today feeds well over 120 people and our food costs have plummeted to around 11 cents of every dollar we earn.
Overall, food prices are a bit steeper in Canada compared to the USA. This can be attributed to factors such as tax rates, fuel costs and the Canada/US dollar exchange rate. But overall, Canadians experience some of the lowest overall food prices anywhere, with a high degree of safety, quality and choice.
So, when it comes to Canadian agriculture, check your assumptions at the door. There’s lots of great stuff growing across our country!
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
In 1984, seeking to raise brand awareness and gain a competitive advantage against larger, more established fast-food chains like McDonald’s and Burger King, Wendy’s launched what would soon become an iconic advertising campaign using the catchphrase “Where’s the Beef?” (If you’re too young to know it or need a refresher, click here to watch the … Read More
This originally appeared in Agri-Marketing Magazine, May-June 2020. By Len Kahn I remember sitting in the office of my first client circa 1996, the country manager of a multinational animal health company. We were discussing our contract, and he popped up with, “Here’s the bottom line – if I make my bonus, you get to … Read More