“To hear the words that have been shared about me, it’s extremely humbling,” shared a visibly emotional Haverkamp at the FFCO annual general meeting, March 9.

Why it Matters: The Food & Farming Champion award recognizes individuals who excel at opening their barn door and sharing their stories with the non-farming community.

Haverkamp is considered a cornerstone of public trust initiatives for the egg industry, with a warm, authentic conversational approach to correcting misinformation and replacing it with shared values and human connection.

Haverkamp said that when she began promoting the industry, two per cent of the population were farmers. It’s now down to 1.6 per cent.

“I would challenge each and every one of you and people in your family to get out there and talk about what you do, because it is so important,” she offered. “It’s up to us to speak to consumers, whether we’re in the grocery store, whether we’re on holidays, whether we’re just out at the doctor’s or dentist’s office, about what we do.”

Nominated by Egg Farmers of Ontario, Donna Lange, director of public affairs, said Haverkamp embodies the values of “a true public trust champion.”

“She connects with audiences of all ages in a warm, conversational way that makes the dedication behind high-quality egg production evident to all,” wrote Lange.

The nomination highlighted Haverkamp’s career, defined by “transparent communication, ranging from local classrooms to international development projects in Nepal.”

Her volunteer record ranges from representing the industry at the Royal Agricultural Winter Fair, Canadian National Exhibition and the International Plowing Match to more local events, including Farm and Food Care’s Breakfasts on the Farm and FARMtober Fest.

John Taylor, Farm and Food Care Ontario’s treasurer, said Haverkamp’s most vital work is as a mentor, taking new farmers under her wing and teaching them to share their own stories, the good and the bad, with honesty and pride.

“She advocates because she believes it’s the right thing to do,” said Taylor. “(She’s) an important voice that ensures Ontarians can trust the food on their tables. For her leadership, her enthusiasm and her tireless service to our industry, Tonya Haverkamp is exactly the champion our industry needs.”

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Enter the Ask a Farmer kiosk, Farm and Food Care Ontario’s interactive video booth at which people pose questions to farmers.

FFCO unveiled the mini-barn-like structure with a bench and standalone iPad-style recording stand, constructed during the pandemic, last year at the CNE.

Why it matters: The kiosk is an interactive and fun way to pose questions to agriculture experts.

“Remember Speaker’s Corner in downtown Toronto? This is the agriculture Speaker’s Corner,” said executive director Kelly Daynard. “We challenge non-farming Canadians to go into it, hit the record button and ask a question of a farmer.”

Daynard said questions range from the philosophical, like what came first, the chicken or the egg, if there’s a difference between brown and white eggs and whether horses sleep standing up. Others queries addressed concerns about how farmers care for sick animals, if people should buy organic, and the best place to grow crops in Canada.

Daynard said some people expected immediate answers.

“They walk in there and think Farmer John will pop out of the screen and answer their question. We’re not quite there yet, but it’s a good next step and a fun, new way of engaging.”

Daynard said the kiosk was rolled out at farm shows and association meetings this winter to collect answers to the accumulated questions from experts, but it wasn’t without its challenges.

Farmers have 100 seconds to formulate answers, and it took many of them a few tries to fit inside the time limit.

People don’t have a long social media attention span, so Daynard advises farmers to be short, funny, engaging and talk about what they love to do.

“We’re airing them on a new TikTok channel that basically the consumer — mostly children — ask the question, and then (the farmer will) say, ‘Hey, I’m Farmer Murray, let me answer your question.’”

The Ask A Farmer’s reach is expanding with new applications for farmers’ markets, including Ottawa’s Byward Market, and several fairs across Ontario, including the CNE and the Royal Agricultural Winter Fair.

“We have big visions for this,” Daynard said. “We have this dream of eventually having a full-time student that could take (the kiosk) places and get those questions asked and answered.”

Funding advantages

Over the past three years, Farm and Food Care has used funding provided through Agriculture and Agri-Food Canada’s AgriCompetitiveness program to develop several successful campaigns to raise the profile of Ontario and Canada’s agriculture sector.

“We have done this beautiful Faces Behind Food campaign for the last number of years, interviewing people across Canada that work in agriculture,” said Daynard. “It could be a hoof trimmer; it could be a milk truck driver; it could be a seasonal agricultural worker and telling their stories on Instagram and Facebook.”

In the last year, 99 new profiles generated more than 56,000 likes, shares and comments and added more than 22,000 images to FFCO’s photo library.

The spin-off More Than a Migrant Worker project, launched in 2021, won the best social media campaign award directed at the general public at the Canadian Agri-Food Marketers Alliance in 2022.

The project allows the public to gain insight into Ontario’s seasonal worker program while learning about the individuals who help Ontario farmers grow food.

FFCO and Ontario Fruit and Vegetable Growers’ Association, who partnered on the project, shared the award and a certificate of merit for the website directed at the general public.

In 2022 the project generated video and photographs of 50 workers and six growers across the province’s greenhouse, berry, apple, potato, asparagus and grape operations. As a result, its YouTube channel has 41 videos that garnered more than 2,300 views and Facebook reached more than 370,000 users.

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“Last year, we were here on the grounds at Elora (Grandway Events Centre) sharing Breakfast from the Farm, and this year, for the first time in a number of years, we are back on the farm, thank goodness,” said Alicia Becker, the organization’s community engagement manager.

Three Breakfast from the Farm events were held in 2022 at the Paris, Grand River and Milton agricultural societies, which fed approximately 2,500 people and launched the FFCO back to in-person events.

Why it matters: This summer marks a complete return for FFCO’s popular Breakfast on the Farm events.
This year, Becker said Breakfast on the Farm will feature a farm crawl involving eats on two farms instead of one.

Breakfast on the Farm — Farm Crawl Edition will be held June 17 and begins at the Prior operation.

Turkey sausage, egg and cheese sandwiches will be served on the Brussels area Grazing Meadows Wagyu Farm from 9 a.m. until noon. Wagon pasture tours will be provided.

The Priors graze 60 head of Wagyu cattle on pasture from spring through fall and say they are excited to show off a recent barn expansion.

• READ MORE: Local students get a Bite of Brant

Then it’s a 15-minute drive to the Hallahan Dairy in Blyth, where visitors can enjoy ice cream, tour the barns and milking facility and get an up-close and personal introduction to the herd from 10 a.m. until 1 p.m.

Tickets are for staggered entry to ensure all participants can talk directly to the farmers and access the interactive displays and family photo opportunities on both farms.

Lisa Thompson, Ontario Minister of Agriculture, Food and Rural Affairs, said the FFCO Farm Crawl is an ideal way to celebrate Father’s Day weekend.

“There are generations of families that have been removed from the farm, and it emphasizes the fact that we need to keep doing what we’re doing,” said Thompson.

Senator Rob Black congratulated the FFCO’s innovation in developing interactive ways to engage people outside the agriculture sector.

He joked that for at least one weekend in June, ice cream is for breakfast.

“We’ve got to leave room for ice cream,” said Black while lauding the FFCO Farm Crawl.

A second Breakfast on the Farm will be held in August on Kevin McLean’s Ripplebrook Farm near Napanee, said Becker.

All events will require volunteers. About 40 people are already signed up, but Becker said more will be needed and they can register online.

The event is free but reserving a space requires a $5 refundable deposit. Tickets are available online until 4 p.m. June 16, or until space sells out, for the rain or shine event.

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As part of the agenda, Feed Ontario, the province’s largest collective of hunger relief organizations, presented the 2022 Paul Mistele Memorial Award to Beef Farmers of Ontario. The award is named for the late farm leader who founded Ontario Pork’s Donate-A-Hog program in 1998. 

The award recognizes agricultural partners who have shown a significant and enduring commitment to ending hunger in Ontario. It was accepted by BFO president Jack Chaffe and executive director Richard Horne. In a press release, Feed Ontario said BFO was chosen for its steadfast and longstanding commitment to the Feed Ontario Beef Program. 

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Why it matters: The annual Harvest Gala, hosted by Farm and Food Care Ontario is an annual celebration of the growing season and of Ontario agriculture.

Despite increased costs, processing capacity backlogs, supply chain and market disruptions, Ontario beef farmers continue to ensure families facing hunger throughout the province had access to nutritious food.

“The Beef Farmers of Ontario provided 52,000 servings of beef to Feed Ontario member food banks across Ontario this year and an incredible 750,000 servings since the program began in 2014,” said Feed Ontario executive director Carolyn Stewart.

“As food banks continue to do their best to ensure there is sufficient, nutritious food to meet the growing need in our province, we could not do what we do with the support and generosity of our incredible partners like the Beef Farmers of Ontario.”

Chaffe said the organization was honoured to receive the award and BFO will “continue to be committed to our beef program to supply food banks with ground beef, and finding ways in which we can help address food security to support our communities and those in need across the province.”

[RELATED] Alberta Farmer Express: Rural food banks see huge jump in visits

Agri-food Champion awards

In celebration of its 10th anniversary year, Farm and Food Care Ontario invited its top level members to nominate Agri-Food Champions who represented excellence in their industry and in building consumer connections on behalf of food and farming.

Those recognized included:

• Ashley Brown of Browndale Farm and Market in Paris. Brown was nominated by the Dairy Farmers of Ontario for her work promoting local food through social media and her family’s on-farm market.
• Gary West of Shakespeare was nominated by the Egg Farmers of Ontario. West started a program to end student hunger by providing peeled and packaged hard-cooked eggs to schools. He started with two schools in Perth County and expanded to more than 150 schools across Waterloo, Huron, Perth and Oxford counties, donating about 1,000 eggs per week.
• The Dibble family of Dibhurst Farms in Ingersoll was nominated by Beef Farmers of Ontario. Gordon and Melanie Dibble were honoured for their commitment to responsible and sustainable beef production and their efforts toward consumer and public engagement work.
• Amanda Dooney of Suncrest Orchards near Simcoe was nominated by the Ontario Fruit and Vegetable Growers’ Association. Dooney was recognized for her willingness to host tours, participate in events highlighting the importance of seasonal agricultural workers to her industry and answer the tough questions about agriculture that come her way.
• Donna Rogers of Waterloo was nominated by Farm and Food Care Ontario (FFCO.) Rogers is recognized for her lifetime of dedication to the industry, both professionally and her volunteer work for FFCO and the Waterloo Rural Women organization.

With FFCO, she serves as a volunteer photographer, capturing thousands of images at events across the province.

Ontario Minister of Agriculture, Food and Rural Affairs Lisa Thompson and parliamentary assistant Trevor Jones, MPP for Chatham-Kent-Leamington, also attended the gala. Thompson praised FFCO for the work it does on behalf of Ontario’s agri-food industry.

“Whether it’s the farm tours for culinary students, the garden-in-a-box program, or sharing stories of international agri-food workers in Ontario, Farm and Food Care Ontario continues to be a champion at raising awareness and increasing public trust in our provincial food system,” said Thompson.

“This event was an opportunity for us to come together as the agriculture community in Ontario and celebrate some of the unsung heroes that make this industry exceptional,” FFCO chair Bonnie den Haan said in a release.

“Making agriculture accessible to Ontarians and providing both information and entertainment to those who eat the food we make is a shared goal of the agriculture sector and we are so proud to do that through FFCO.”

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It’s a simple but powerful strategy used by Ontario dairy farmer Tim May, more widely known on social platforms as Farmer Tim, to teach his 150,000 followers about the dairy sector and agriculture.

May was a guest speaker at Farm and Food Care Ontario’s recent conference, which also celebrated the organization’s 10th anniversary.

Building trust is the most effective use of social media, especially regarding agvocacy, and it requires addressing misinformation with facts and positive messaging rather than fear-based comparisons, said May.

Why it matters: A social media presence can help farmers connect with consumers but taking the proper approach is key to making a positive impression.

Fear-based comparisons and marketing sway consumer perception and buying habits, and agriculture is just as guilty as anyone else for employing those tactics, said May. He suggests the sector can do better by providing compassionate, transparent and positive messaging while showing the reality of farming, rather than trying to dispute misinformation or false, fear-based claims. 

“Blueberries are one of nature’s most perfect foods, next to milk, of course. These are the ingredients,” he said, pointing to a long list of multi-syllable scientific words. “This is the chemical composition of blueberries, so you can make anything sound scary if you want to.”

May pointed to the non-GMO label used to sway consumers, even on produce like peppers, which are all non-GMO. Discussion gets more heated when the stand-off is between dairy and dairy-alternative beverages and meat and plant-based alternatives, and both sides are just as guilty, he said.

“We’re not much better sometimes. We need to do better. We need to take the high road.” May recently posted that he used a plant-based beverage in his Starbucks drink because he’d been having gastrointestinal issues. He said the simple acknowledgement that he enjoyed it, and was pleased those with dairy issues had an alternative available to them, garnered tremendous response and comments from the demographic who support dairy farming but can’t consume its products.

That moment of connection, compassion and open conversation changed perceptions more effectively than links to fact sheets about dairy purity would have, he said. It also connected plant-based alternatives and farming because farmers produce those beverages too.

“Why not promote your product on its merits instead of bashing other industries?” 

Most consumers are in urban settings with few ties to agriculture outside of the occasional visit to a farm market. Few can visit a farm today, given biosecurity and activist concerns.

May said that it’s increasingly difficult to offset the images and videos people see, especially if they google animal abuse and dairy or livestock. 

“Once you see that information, it’s really hard to unsee it, even for me. I can’t watch that,” he said of the videos people send him. 

“As agvocates, we need to get people either before they do that research and get them educated, or after the fact, give them the tools so when they see (misinformation) they know what they’re actually seeing.”

May said it’s producers’ responsibility to speak with consumers “but in reality, it’s two per cent of us trying to get that message out to the 98 per cent.” 

However, as some former urbanites document their rural lives on one acre of land and learn about food production, farming has gained social cache. Hashtags like #ActualLivingFarmers also help.

“It’s [farming] now cool again, and we can make a difference,” said May. “All of us, as individuals, make a huge difference, and we may not always know it, but you will.” 

He warned that if farmers don’t share their own story, someone else will, often with unwanted messaging.

May shares the good, the bad and the ugly aspects of being a dairy and crop farmer, as well as his interests outside of agriculture, so followers can see him as a person. 

“People need to understand the unique stressors that farmers have, but they also need to know that we love what we do,” he said.

May reminds his followers that farmers are consumers too. They don’t have a secret stash of food and don’t produce anything they wouldn’t feed their own families.

“Ninety-seven per cent of farms are family owned. We’ve got to remind people of that,” he said. “We talk about that all the time, but people need to see that.”

Compassion is another critical component of healthy and productive conversations between May and his followers. He addresses how he makes a living from his animals, but says that makes him care more about them, not less. His posts of wild animals, like baby bunnies moved safely out of the way during harvest, or milkweed left standing so monarch butterflies can develop, connect to his audience and show the importance of the farmer-ecosystem connection without lectures. 

He said compassion extends to answering questions and correcting misinformation around dairy farming and agriculture in general. 

“Being nice gets you way farther than you think. I’ve had a lot of people turning the tide because of a nice conversation I’ve had with them and being professional,” May said. 

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Farm and Food Care Ontario is tackling the problem in an online series of livestock emergency training workshops. 

Why it matters: First responders require expertise in animal rescue and handling — as well as networks to acquire containment materials — to manage crises related to livestock transportation. 

Animals that are injured, trapped, or loose as the result of a vehicular accident require special consideration for the safety of all concerned. Bruce Kelly, program manager for Farm and Food Care Ontario, said first-responders are often not familiar enough with the unique challenges and potential dangers posed by aggravated livestock. 

“Truck rollovers are not that common, but when they happen, they’re unlike any event firefighters are used to dealing with… there’s a huge chain of command where animals don’t fit into their existing structure,” said Kelly. 

The course curriculum covers trailer designs and extrication points, animal behaviour, laws and regulations, euthanasia protocols and how to develop response teams. 

Kelly said containment and subsequent transportation are also emphasized so responders know what to do after the acute crisis has been resolved. 

That means knowing where and how to construct holding pens and where to acquire the materials or additional trailers necessary for doing so. 

“As you get in the fire truck, you need to figure out where to get trailers to put those animals on, and where you can get some fencing.”

The workshops also go over how to use what they have, like ladders and tarps if it’s a reasonable option.”

Victor MacPherson, a mechanic with the Vaughan, Ont., fire department is the acting trainer for the workshops. MacPherson said clear and effective communication is the most critical factor in executing an effective response to emergencies involving livestock. 

Like Kelly, he said that means knowing what resources are available in the local response area. However, he added the driver and their network are also fundamental.

“The drivers are awesome. They are doing the same runs in the same area, so they know that area. If something happens, they can pick up the phone,” said MacPherson. “Bring in the driver and their resources and work with them. Have them in the command system.”

“It’s all about time… No matter what you do someone is going to take a picture of it.”

Challenges of virtual training

Achieving many of the course objectives is more difficult with the online workshops, particularly teaching how and where to cut into overturned trailers. 

Kelly said a combination of video demonstrations illustrating the process — the organizers were able to make use of a wrecked trailer to acquire the footage — as well as the penning process, are a reasonable but effective compromise in light of pandemic restrictions. 

Additional equine courses available

Farm and Food Care’s workshops are scheduled for May 6 and June 3, with further sessions available by request. Class size is limited to 20.

The workshops run alongside additional animal safety courses hosted by Equine Guelph, though they have a greater emphasis on rescuing downed animals rather than crises specifically related to transport. MacPherson is the acting trainer for both. 

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Farm and Food Care Ontario (FFCO) recognized Sandi Brock and Paul Nairn as its 2021 Food and Farming Champions.

“This is truly an honour. To be nominated by peers is truly amazing and I, for once in my life, I’m a bit speechless,” said Brock.

Why it matters: Farm and Food Care’s annual award brings recognition to those who work to connect farms and consumers.

Christine Schoonderwoerd, an FFCO board director, said the transparent approach Brock takes to storytelling her triumphs and challenges on social media posts and vlogs offers followers an unfiltered glimpse into the daily life of a sheep farmer.

“Her grit and authenticity have garnered the attention of over 240,000 subscribers on her YouTube channel Sheepishly Me, and over 140,000 followers across social media in her nomination,” Schoonderwoerd said. 

Brendan Byrne, of Grain Farmers of Ontario, nominated Brock in part due to her work creating a more open and encouraging environment around mental health in Ontario agriculture by sharing her own mental health experiences so openly. 

Brock said Hugh Simpson, a beef producer she sat beside during a Farm and Food Care Ontario event years ago, lit the spark that fired up Sheepishly Me. 

“I remember him saying, ‘If only there was a way to create empathy with society . . . I think farmers have a long road ahead of them if we can’t figure out a way to do this,’” said Brock. “That lit a little fire in me. It’s always been in the back of my brain and sits heavily on my heart.”

Four years ago when Brock began her foray into social media, she realized she was on a journey to figure out how to be empathetic with herself and her family and build relationships and connections with authenticity and transparency. 

There is only one way to get empathy, she said. 

“You have to give it truly and authentically and expect nothing in return. That was the biggest gift I learned doing this,” she said. “If it helps the industry, I’m more than happy to be that person.” 

The Ontario Federation of Agriculture, with supporting letters from staff and members of the Perth County pork producers group nominated Paul Nairn for his long-standing volunteer service and agriculture support at the local and provincial level. 

“His staff and peers have no shortage of kind words to say about his role as a leader, a mentor, volunteer, and advocate for Ontario agriculture,” said Crispin Colvin, FCCO board director. 

Nairn’s 25 years of service with the Ontario Federation of Agriculture and his position as Western Region Member Services Manager are just the beginning of his contributions, said Colvin. 

“He always encourages others to become more involved in their community and be the faces of agriculture with the public,” Colvin said. “He leads by example.”

Nairn is the first person to offer assistance and the last one to take credit, said Colvin, whether volunteering at events, in organizations or motivating others. 

“Paul is known at (FCCO’s) Breakfast on the Farm as the kitchen boss. He runs a tight ship, but it is always fun for his crew,” Colvin said. “And once finished his job, he then helps in other areas as needed.”

Nairn was shocked by the award and thanked the groups and individuals who nominated him. 

“Supporting the work of Farm and Food Care, promoting agriculture and trying to make a difference in what I do to the industry has certainly been what I’ve done since I graduated from university,” Nairn said. “I really appreciate the award.”

Updated April 30, 2021 to reflect a correction in photo credit.

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Justice David Harris of the Ontario Court of Justice on Thursday dismissed a charge of criminal mischief against Anita Krajnc of the self-described “grassroots, animal rights, vegan” group Toronto Pig Save, stemming from a June 2015 incident in Burlington, Ont.

The charge alleged interference with farm animals in transit, as Krajnc gave what she said was water from a bottle to pigs through the vents in the walls of a livestock trailer stopped at a red light en route to the Fearmans Pork slaughter plant at Burlington.

Four Ontario farm groups, in a joint release, said Thursday they’re “extremely disappointed with the decision and are concerned that activists will be encouraged to engage in escalating activities that are a growing threat to animal welfare, food security and human safety.”

“This is frustrating for Ontario pork producers, who adhere to federal regulations and high standards of animal care, and are constantly evolving to further enhance their commitment to healthy animals and communities,” Ontario Pork chairman Eric Schwindt said in the same release.

“Our concern in this instance was specific to the safety of food and people,” he added.

“Actions by Krajnc and activists like her should not be condoned by the courts as they threaten acceptable and legal farming practices and are a threat to food safety,” Bruce Kelly, program manager with Farm + Food Care Ontario, said in the same release.

The four groups, also including the Ontario Federation of Agriculture and Christian Farmers Federation of Ontario, said in a separate statement Wednesday they “support the right to peaceful protest, but not to interfere with farm animals.”

Asked Thursday about the possibility of an appeal, an Ontario Pork spokesperson noted the group attended Krajnc’s trial as an observer and wouldn’t be directly involved if an appeal is considered.

“Not satisfied”

In his ruling Thursday, which followed hearings held last summer and fall, Harris said he’s “not satisfied beyond a reasonable doubt” that Krajnc “interfered with the lawful use, enjoyment or operation” of the hogs or the business that owned them — as per the legal definition of mischief.

Harris rejected defense assertions that the hogs were “persons” rather than “property,” ruling that while Krajnc or others may believe so, “that does not, however, make it so.”

The judge also rejected defense claims that the pigs, being shipped from Van Boekel Hog Farms, weren’t being transported in compliance with governing regulations. The judge declared “any use of the property in this case was lawful.”

However, considering the Crown’s case that Krajnc gave the hogs an “unknown substance/possible contaminant,” Harris said “that theory breaks down when one looks at the evidence.”

Harris said there was no evidence that Krajnc gave the pigs an unknown substance, only evidence from Krajnc that she gave them water.

Harris rejected the trucker’s testimony that he “did not know what (Krajnc) had given to the pigs,” noting the driver “did not turn around and drive the truckload of ‘contaminated’ pigs back to the farm” but rather “straight to the slaughterhouse.”

Once at the Fearmans plant, the driver didn’t tell anyone the pigs might have been contaminated — not because he meant to sneak contaminated pigs in for slaughter, but “because he believed Ms. Krajnc had given them water, just like she and other protesters had done before,” the judge said.

Furthermore, Harris said, Fearmans “did not refuse to accept the truckload of pigs” and “had never refused” previous loads of hogs after protesters gave them water.

“As far as I know, every pig on that truck went on to be slaughtered and processed and passed on to consumers in the usual fashion,” the judge said, also noting “no evidence” that Krajnc had wilfully intended to cause Fearmans to reject the load of hogs in question.

However, Harris also rejected defense claims of legal justification for Krajnc’s actions, saying that if she had broken the law, she “did not act with legal justification or colour of right.”

If she meant to save a pig’s life, her actions “failed to accomplish that,” he said, and if she meant to provide “temporary relief to a pig,” all the hogs would have been given water a few minutes later at the packing plant.

Also, Harris said, if Krajnc had meant just to raise public awareness, she “did not need to break the law to do so.”

The judge also noted the irony that Krajnc’s actions “failed to increase public awareness until she was charged with this offence.” — AGCanada.com Network

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In spite of some growing pains in the late 1990s, the EFP has grown to provide the Ontario agri-food industry with a solid reputation for excellence in environmental stewardship and the framework for traceability.

Now, seven organizations have joined in Farm, Food and Beyond, a collaborative effort to upgrade the EFP, including a focus on different levels of sustainability as well as helping to bridge the gap between farming and consumers.

Dr. Gord Surgeoner, chair of the Sustainable Farm Coalition’s steering committee, was the moderator at a press conference held during the first day of the 2015 edition of Canada’s Outdoor Farm Show near Woodstock.

Representatives of the Ontario Federation of Agriculture (OFA), Christian Farmers’ Federation of Ontario (CFFO), the Presidents’ Council, Ontario Agri-Food Technologies (OAFT), the Ontario Soil and Crop Improvement Association (OSCIA), Farm and Food Care Ontario and the Provision Coalition were on hand with short presentations.

The focus of Farm, Food and Beyond, he said, is to extend the foundation previously laid out by the EFP, which was voluntary, but also clarified the methods that farmers used to carry out various management practices.

With this new program, the focus will be on “people, the planet and profitability”. As much as consumers may be demanding traceability or defining sustainability in their own terms, said Surgeoner, farmers must be profitable in their operations.

“Everyone has their definition of sustainability and if you look at many of them, it’s usually for a single crop or a single customer, and our farmers could be doing five or six things for everybody,” he said.

“We believe that we needed to say what we thought was sustainability, and farmers have to be profitable; without profitability, no farm is sustainable — and that doesn’t come out in a lot of equations.”

Surgeoner also emphasized there will be another four million people in Ontario in the next 25 years. That increases the importance of sound science and the ability to evaluate technologies — and of legislation protecting farmland and assuring farmers continue to use the land wisely.

Part of the mandate for this group is to extend communication outward from the producer to the food value chain and the consumer.

OFA president Don McCabe said it’s also important to build the vehicle from within the agri-food industry, to avoid having regulations imposed from outside the industry.

“We have such an information age and so much information coming at us, we need to be using that in our management decisions, but we also need to be looking past the farm gate like we never have before,” said McCabe, pointing to the intergenerational gap currently on the farm.

Older generations, for example, aren’t as connected as their children, who use smartphones to order parts for a tractor while reducing their downtime.

“We have marriages of technology, marriages of ideals, and we have a society that doesn’t trust the farmer. So we need to be able to start backstopping and bringing our credibility back further into the future.”

— Ralph Pearce is a field editor for Country Guide at St. Marys, Ont. Follow him at @arpee_AG on Twitter.

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