Beautiful BC

Well, it took 37 years but I finally made it from one coast of Canada to the other. 

My adventure in the Maritimes took place in 1971 so most of the memories have faded, although I did keep a travel log and still get a kick out of reading it.

My journey west took place last week when I flew to Comox, BC for the Canadian Farm Writers’ Federation (CFWF) annual meeting.  It was my second CFWF meeting and I wondered whether the organizing committee would be able to match last year’s event in Prince Edward County.  I was not disappointed! 

From start to finish the event was wonderfully planned and executed.  Despite the fact that they provided us with rain jackets as a welcoming gift (seemingly they were able to portend the weather in advance of our arrival), the farm tours were exceptional and the panel discussions illuminating.

The Comox Valley has an astounding array of agricultural operations.  Touring a cranberry farm, meeting a local cheese-maker (imported from Switzerland), and visiting a dairy farm where the producers have expanded into blackberries, honey production, and a sawmill in order to keep their children on the farm were experiences I won’t soon forget. 

Hopefully it won’t take me another 37 years to hit the road again, as there are countless agricultural stories to be told, rich and meaningful threads to weave into the history of this grand country of ours.

OMAFRA signs $300 million dollar deal with U of G

Ontario’s Minister of Agriculture, Food and Rural Affairs, Leona Dombrowsky, was in town today to announce a funding agreement with the University of Guelph.  Over the next five years, OMAFRA will contribute $300 million to ongoing innovation research. 

The money is destined for seven key areas:

• agricultural production systems
• food for health
• environmental sustainability
• industry uses for biotech products
• agriculture and rural policy
• product development and enhancement
• emergency preparedness

Dombrowsky stressed that the funding is meant to keep the Ontario sector “on the cutting edge”, and that collaboration is essential to the quest for excellence.  She believes in the power of working with educators on agricultural technology and advancement, which is the reason for the “renewed and improved partnership” between the ministry and the university. 

The previous agreement, in place since 1997, saw an annual investment of $54 million yield a return of $1 billion, according to a recent Deloitte report.

Concluding her speech, Dombrowsky promised that every time she appears at a podium from now on, she will encourage people to look for and prefer Ontario products.  “When farmers do well, the places they live do well” was the phrase she used to underline the need to support rural communities.

Dombrowsky was flanked by Liz Sandals, MPP for Guelph-Wellington, Karen Farbridge, mayor of Guelph, and Alastair Summerlee, President and Vice-Chancellor of the University of Guelph, as she made the announcement.  Attendees included University staff and students, current and former deputy ministers, members of producer groups, sector organizations, input suppliers, and media representatives.

Food connects us all

‘Food connects us all: sustainable local food in Southern Ontario’ is the title of a report reviewed at OMAFRA last week.   The discussion panel at the session included Bob Bailey from the Delta Waterfowl Foundation, Kathryn Scharf from The Stop Community Food Centre, Jennifer Sumner from OISE at the University of Toronto, Lori Stahlbrand from Local Food Plus, and Ruth Richardson from the Metcalf Foundation.

The report was commissioned by the Metcalf Foundation and prepared by the Centre for Urban & Community Studies (CUCS).  It is intended as a backdrop for conversations on how Ontario can achieve a local sustainable food system. 

Collaboration seems to be the key, according to the 39 interviewees.  Participants included, among others, the Delta Waterfowl Foundation, FarmStart, Local Food Plus, OMAFRA, the OFA, and several universities. 

According to Richardson, there are four key findings in the report: 

1. Food is connected to every major problem we face;
2. There are many opportunities to identify and resolve issues, but we still work in isolation or silos;
3. There are many roads to change and we need to investigate all of them in order to find the right  ways to go;
4. Now is the time.

There was a definite urban, organic overtone to the event.  However, there was also some very good conversation.  Lori Stahlbrand made a point of bringing things back to the farm level by pointing out that farmers benefit when consistent multi-year demand for local sustainable products is created. 

It was also interesting to learn more about the Metcalf Foundation.  George Metcalf worked for the Weston group of companies for many years and established his foundation in 1960.  His endowment has allowed the foundation to fund Ontario food and agriculture initiatives for several years, with an aim of ‘transforming food and agriculture at a system-wide level’.  The ‘Food connects us all’ report is available on their website.

Northern Ontario farmers ahead of the curve

A recent article in the Sault Star (March 15th) profiled a group of beef farmers who have gotten together to promote “local consumption of locally-raised beef”.  These Sault area producers are sharing their knowledge and expertise with each other, in hopes that consumers will recognize the value of their products.  By offering conveniently packaged products from animals raised locally, they are hopeful that transportation costs will be significantly reduced and environmental impacts minimized.

Penokean Hills Farms is a perfect example of collaboration among farmers.  With support from NORDIK, Algoma University’s research facility, participants have worked hard to plan and market their idea, and I’m proud to see producers from my hometown area using innovative strategies to move their venture forward. 

Kudos to Dan Bellerose for writing an excellent article, creating consumer awareness for this initiative.

The only thing I might have added is that these Northern Ontario farmers are leading the way for counterparts in other areas of the country.  By tightening up the process, working with a local packer and area retailers, they have implemented value chain management.

Attack the message, not the messenger

To those who write scathing letters to the editor, if you can’t dispute the facts in a story, don’t turn on the experts involved and malign their integrity.

You have every right to express an opinion contrary to the one you are responding to, but please have the decency to respect the fact that not everyone concurs. 

I appreciate your passion for the subject about which you write, but attacking people you’ve never met because you disapprove of their profession or their employer just doesn’t cut it. 

Let’s use the example of pesticide use.  Don’t people love to slander the scientists who develop or test these products.  Heaven forbid a highly respected scientist takes a job with Monsanto or Syngenta.  Those who oppose their products assume that these learned individuals checked their morals at the front door before they entered.

This is the epitomy of ignorance.  You only need to turn to the letter section of the Ontario Farmer to find out how many readers seem to know more than those who have spent years training for their roles in the field of research and development.

One letter that shocked and disgusted me came from a ‘gentleman’ attacking Dr. Donna Houghton’s credibility because she works for a chemical manufacturer.  I doubt the writer has ever met Donna.  I, on the other hand, have actually had the privilege of working with her. 

Let me clarify something.  Donna is one of the nicest people I have ever met.  Her family and friends are fortunate indeed.  She also happens to be a very well-respected toxicologist, who has dedicated herself to the study of human exposure to pesticides.

Do you honestly believe that she would jeopardize her reputation, her ethics, and her fellow human beings for the sake of the company that employs her?  Please!

There are many things with which I disagree and I appreciate that we live in a time and place that allows us to express our opinions.  However, I refuse to follow the mean-spirited lead of others who, not being able to dispute the message, turn on the messenger. 

Education Update

I was very pleased to provide this first-hand account of our graduate program in Agricultural Communications to the University of Guelph, and to various agricultural publications

Inspiring leading-edge communications through practical training
By Joanne Falk

The world of communications is filled with reporters, photographers, writers, spokespeople, columnists, editors, and others working in various mediums. Committing to any one of these jobs requires dedication, training and hard work. But can you imagine tackling all of these roles at once?

Well, nine students at the University of Guelph have chosen to do just that. We are the first group to enroll in the Graduate-level Diploma program in Agricultural Communications. This distance education program is the first of its kind in North America, and we’re learning more than we ever could have imagined from a team of world-class instructors.

Despite concerns about the investment of time and energy, when combined with our full-time jobs, we knew the return on our investment would be significant. Although we each work in different areas of the agricultural sector (three of us are famers, three are involved in business and marketing and three are professional communicators), we are all driven by a common goal  to more effectively communicate with our audience. This program is designed to help us achieve that goal.

Our 16-month journey began in September 2007, when we met for the first time and were put to work right away by our lead instructor and the program’s academic coordinator, Owen Roberts. As a long-time agricultural communications instructor and administrator at the University of Guelph, Owen was instrumental in designing and implementing the program, with guidance from his academic, communication and journalism colleagues in Canada and abroad, in the agri-food sector and elsewhere.

Our initial task was to pitch a story to Ed Cassavoy, senior news editor at the Toronto Star, who joined us in Guelph for part of the one-week residential session that kicked off the program. Trying to convince him, in a 30-second proposal, to print an agricultural story in an urban newspaper was a big challenge. His feedback was candid, creative, and crucial to our understanding of the way messages are positioned to reach target audiences. What we say or, more importantly, how we say it changes depending on whether we’re focusing on industry organizations, government agencies, special interest groups, or consumers. Environmental and health concerns are becoming more important than ever to the public, and agricultural communicators need to be mindful of whether or not our messages are meaningful to those we’re trying to reach. This was made clear again during a session in which Ed taught us writing for the web.

Next on the list was the realm of the professional photographer, and we couldn’t have asked for a better instructor than Kyle Rodriguez for day two of our residency. I have a much greater appreciation for the skill involved in taking a print-worthy photo after spending time with Kyle on a photojournalism field trip to Canada’s Outdoor Farm Show. Approaching strangers and asking permission to photograph their activities at the show was a daunting task, but also a significant confidence-building exercise.

With no rest for the weary, on our third day of residency we entered the blogging world. In a on-campus computer lab, we created our own blogs and committed to posting at least twice a week for the duration of the program. Chuck Zimmerman of ZimmComm New Media in the U.S. is a premiere blogger, working with a long list of international clients, including Pioneer, Fleishman-Hillard and Farm Credit Canada, to promote interest in agricultural issues and events. His guidance in designing and launching our sites was the key to our success as bloggers. We may have been skeptics at the start, but I think we all appreciate the power of the Internet for communications, and see the value in being able to express opinions or report on issues in real time. Although there are always topics to write about, we are challenged with keeping things fresh and finding new angles for our stories.

In addition to hands-on training with media experts, the online portion of the program focuses on different types of writing, including news releases, columns, op-ed pieces and ghost-writing. We’ve interviewed industry stakeholders for profiles and news stories, and faced the challenge of capturing their thoughts and creating objective, yet interesting, pieces. As well, we’ve had the chance to review the work of classmates, allowing us a glimpse into the life of an editor, meeting deadlines, ensuring quality and providing valuable feedback.

Ethics in agricultural communications is a key component of the program and, although we haven’t reached this study area yet, I am really happy that it is included. The importance of maintaining a high standard for ourselves and our work should always be first and foremost in our minds.

In a broader sense, the program is teaching us to think in new ways, to view things from different perspectives, and to turn communication challenges into opportunities. I can’t think of a better way for communication professionals to hone their skills, and strengthen their ability to convey the issues and opportunities in agriculture to a broader audience.

For more information about the Guelph program, visit www.agcommunications.ca. Applications for the 2008-2009 cohort are being accepted now!

Innovating in order to succeed

Trade agreements have put pressure on Canadian producers to compete against those in other countries.  Things like a shorter growing season and human resource issues definitely add to the struggle.  

However, instead of throwing in the towel, some farmers have realized that good management skills and ingenuity can make all the difference in the world.

Read about one such success story on the Canadian Farm Business Management Council website and see how changing instead of complaining put these producers back on a successful track.

I’ll buy locally if you will

Growers encourage consumers to buy local products whenever possible.  What happens to consumer confidence when they find out that some of those growers ignore their own words and import inputs and equipment, circumventing local dealers and economies?

Ag retailers are faced with the challenge of having former customers buy crop inputs through farm organizations, and then expecting those local retailers to scout fields when problems arise.

Similarly, some farmers go to the states to purchase combines or tractors, then count on local dealers to provide service.

These producers need to realize that consumers will have a hard time justifying support for a program like ‘buying local’ when those pitching it aren’t following their own advice.  It only takes a few to make many look bad, and blatant contradictions like these are hard to overlook.   

Healthy Canadians

The Government of Canada announced a new Food and Consumer Safety Action Plan last month, and it seems they want to get consumers involved in the new plan’s development.  Health Canada and the Ministry of Agriculture and Agri-food are in charge of the consultation process.  You only have until February 13 to provide comments, so don’t miss out on the opportunity.

Here is the news release.

January 15, 2008
For immediate release

Government of Canada Launches Consultation on Canada’s proposed Food and Consumer Safety Action Plan

OTTAWA – The Honourable Tony Clement, Minister of Health, and the Honourable Gerry Ritz, Minister of Agriculture and Agri-Food and Minister for the Canadian Wheat Board, today launched a public consultation on the proposed Food and Consumer Safety Action Plan. The Action Plan, which was announced by Prime Minister Stephen Harper on December 17, 2007, outlines a series of initiatives designed to modernize and strengthen Canada’s safety system for food, health and consumer products.

The consultation on the proposed measures will provide interested Canadians, stakeholders, industry, provinces and territories with an opportunity to learn details of the plan and provide input on how it will be implemented.

“Last month we announced a Food and Consumer Safety Action Plan – which is a comprehensive set of new measures we would like to move forward on – to ensure that Canadians maintain their confidence in the food, health, and consumer products they buy,” said Minister Clement. “By first launching this 30-day consultation of the plan, we are ensuring Canadians can review and provide valuable input before its implementation.”

“Food safety is important to all Canadians, and with this new plan our Government is ensuring that Canada continues to have one of the safest food supplies in the world,” said Minister Ritz. “Consulting with suppliers, processors, importers, retailers, and consumers is a vital part of our plan, as we will need to keep pace with industry challenges, growth in imported products, and changes in the global marketplace.”

The proposed plan will focus on the following three key areas:

• Preventing problems in the first place – Government would provide better safety information to consumers and guidance to industries on building or improving safety throughout their supply chains. This would encourage a renewed focus on prevention.
• Targeting the highest risks – Government would be able to require companies that produce consumer and health products to conduct safety tests and provide the results. That information would allow a closer watch on products where the risks are not yet fully understood or that pose the greatest potential hazard to the public. Broader authority over food imports and the use of food safety systems would also be sought.
• Rapid Response – New legislation would allow the government to take faster action than ever before to protect the public when a problem occurs. This includes the power to pull unsafe consumer and health products from store shelves, and better information to speed food product recalls.

The Government of Canada is encouraging interested groups, individual Canadians, and provinces and territories to provide input on how best to implement the elements of its plan in a fair, balanced, effective and responsible way. Information about the consultation, as well as a booklet detailing the proposed Action Plan, can be found on the Healthy Canadians Web site.

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CanACT leading the way

CanACT, the Canadian Agricultural Communicators of Tomorrow, are celebrating the 5th year of their organization. 

These students at the University of Guelph are well aware that they need more than just tools from the classroom to succeed in the workplace. 

According to their mission, “CanACT strives to enhance the connectivity between students at the University of Guelph and Canada’s agricultural communications sector by promoting agricultural communications professions to the student body, providing members with opportunities to improve communication skills, and assisting them in making professional contacts.” 

From what I’ve seen, the students involved take the mission very seriously.  It is always a pleasure to see CanACT members at sector events, meeting agricultural professionals and broadening their knowledge base.

I was pleased to attend a dinner last night, at which CanACT members learned about business etiquette.  Diane Johnson is an etiquette expert who works with business professionals across North America, and she is a very engaging speaker.  Diane led us through a business dinner, reminding everyone that consideration, honesty, and respect are the keys to success. 

Afterward, one of my dinner companions noted that a resume can be filled with great work and academic experience, but the impression you make in facing a potential employer can make or break the hiring decision.  It is that awareness, that desire to complement their classroom learning, that impresses me most about these gifted young students.

CanACT, Canadian Agricultural Communicators of Tomorrow, is the first international chapter of the US-based National Agricultural Communicators of Tomorrow.  I would encourage students to become involved.  It’s a great way to expand your horizons.