As Will Rogers famously said, “The farmer has to be an optimist, or he wouldn’t still be a farmer.” Who else would throw millions of dollars of seed, fertilizer, and other inputs onto the ground, only to stand back and pray for rain?
This coming season will test farmers’ optimism like never before. In addition to the array of usual challenges — weather, pests, diseases, market disruptions, interest rates, machinery breakdowns etc. — the Canadian agricultural community will continue to deal with the effects and disruptions associated with COVID-19.
But despite the challenges and health concerns posed by the pandemic, many farmers are optimistic about what 2021 may bring, fuelled by strong commodity prices and the rapid emergence of vaccines. And industry seems to feel the same way; a recent Agri-Marketing survey found that around 75% of respondents have an optimistic outlook for their organizations.
As we have followed the effects of COVID on the Canadian agricultural sector over the past twelve months, including on the economy, the food supply chain, and food security, an interesting dynamic has emerged. While farmers are typically quite conservative and at times slow to change, they have been quick to adapt to the obstacles and restrictions posed by COVID, coming up with innovative ideas and solutions to meet the challenges of the day. All in all, the 2020 agricultural “season” was a relative success, despite the unanticipated challenges posed by COVID. As always, our farmers came through with flying colours!
Heading into 2021, it’s interesting to reflect on which aspects of COVID adaptation have a chance to remain as standard practices post-pandemic, and where is the industry likely to revert to its more usual ways of doing business? Very little empirical research and few quantitative studies have been completed on this issue to date. For a more in-depth look, we reached out to a panel of industry leaders with a simple question: “In Canadian agriculture, what lasting changes do you anticipate coming out of our current situation?”
Our expert panel includes:
Here’s a synopsis of the areas where they tended to concur. Additional thoughts from individual panel members are available at the close of this article.
Food security is national security
The single, most immediate and most compelling consequence of the pandemic was a real-time demonstration of the critical importance and integrity of Canada’s food supply system. Often misunderstood, ignored, or criticized by average Canadians long removed from the farm, the food supply system has shown to be robust and secure in feeding not only Canadians, but also people across the world throughout the pandemic. While sporadic shortages of some commodities in the early stages (eggs, bananas, whole wheat flour) did occur, in general empty shelves were the exception, not the rule. As well, the Canadian Food Inspection Agency’s work in processing environments became more effective and efficient. Necessity was indeed the mother of invention.
Lasting change: Renewed consumer interest and engagement around where their food comes from may provoke better understanding and more positive dialogue about agriculture’s role in feeding Canadians and the world. An increased focus on food security — who has access to food, how food is supplied, and food waste — may also gain importance in government policy priorities. Overall, agriculture’s ability to step up and deliver under pressure should earn the sector some positive credit in the bank of public opinion. Groups like the Canadian Centre for Food Integrity will have a unique opportunity to take a larger role in promoting positive dialogue around agriculture and food. The government may also begin to view agriculture in the same way it does national security and energy self-sufficiency — as an essential industry.
The importance of front-line workers
Disruptions to the workforce were felt immediately in the processing sector, later in primary agriculture, and eventually across all aspects of the agri-food system. A bright light was shone on all front-line workers, but specifically on the critical role that temporary foreign workers (TFWs) play, as well as their vulnerability.
Lasting change: Going forward, Canada must and will work to address issues such as gaps in the agri-food labour force and the need for a national labour strategy. Safety and compensation for TFWs must improve on both human rights and food security grounds. The federal government recently committed $2.18 million to support and assist temporary foreign workers during the COVID-19 pandemic, with a focus on the agricultural sector. Post-COVID, expect TFWs to have easier access to jobs in Canada, better working conditions, and hopefully reasonable compensation. They are an integral part of the overall Canadian agri-food system.
Remote working is here to stay
As with many sectors, working from home-based offices became much more common in agriculture. Input suppliers, the farm finance sector, government, and even the very traditional farm retail segment took a more flexible approach to where work is performed. For example, farm retail, with its long-standing ‘belly-to-belly’ in-person approach to sales and agronomic support, moved to more Zoom-type meetings and home-to-customer sales calls.
Lasting change: Working remotely and connecting virtually offers cost benefits, and can be an effective way to gather with large audiences and connect with individuals from remote communities, other provinces, or even other countries. From a government perspective, it also allows representatives from the agricultural community to connect with elected officials more directly and more regularly, instead of scheduling a trip across Canada to the Hill once a year. We expect many companies and individuals to gradually go back to more traditional, office-based work environments. Still, we also suspect there will be a stickiness to this, with more hybrid home/office options being offered to employees. A key component to this will be universal access to high-speed internet/broadband, which we cover next.
Universal access to rural broadband is imperative
As Cathy Lennon, general manager at the Ontario Federation of Agriculture, noted in our January Blog, while rural broadband has been an issue for farmers for some time, it came to light for the general public as business executives, university professors, and others were challenged in a way they never were before — trying to work remotely, often from rural settings. The result wasn’t always pretty, which has caused Industry and government to look at expediting universal access to this ‘mission critical’ resource.
Lasting change: One likely positive to come out of the pandemic will be more rapid rural broadband availability than would have otherwise been the case. In November, the federal government announced a $1.75 billion investment in rural connectivity, and the CRTC offered the $750 million Broadband Fund. Major players like Telus are also aggressively getting into the game, as are smaller, regional players with a rural focus, such as North Frontenac Telephone Company. For farmers and others in rural settings, the future should be connected!
And best of the rest – insights from individual panel members:
We will continue to monitor these trends and report back. Here’s to a great #Plant2021!
COVID-19 continues to influence all elements of society and the Canadian economy, and nowhere are the impacts more pronounced and varied than within the agri-food sector. We will not be ‘returning to normal’ – as we largely did after epic tragedies like 911, Hurricane Katrina and others. But what will a new normal look like … 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.
Farmers are at once among the most traditional and innovative of business people. Quick to adopt new technology when it makes business sense (drones, autonomous tractors, GPS, robotic milkers), they are also creatures of habit, meeting at coffee shops, attending crop tours and sticking with land line telephones, because it’s the way it’s always been … Read More