If consumers don’t know what the word “agvocate” means, maybe it’s time to change it up with something more identifiable.

Comment: Should agriculture advocacy become activism?

The term ‘agvocate’ has made the agriculture sector feel good but probably doesn’t resonate with consumers

Reading Time: 3 minutes “Activist — A person who campaigns to bring about political or social change.” “Activism — Consists of efforts to promote, impede, direct, or intervene in social, political, economic, or environmental reform with the desire to make changes in society.” The word “activist” appears to be a word that has gone mainstream. There are human rights […] Read more

The way the agri-food industry uses social media needs to change.

Opinion: Are our social media networks as valuable as we think?

Agriculture needs to evolve its networks beyond others in the sector

Reading Time: 4 minutes The agri-food industry was one of the first industries to embrace social media. Our sector was actively using social media a decade ago when social media platforms were just taking off for business purposes. Social media opened doors for many of us, to connect with people we would have otherwise never had the chance to […] Read more

Tamaran and Matt Mousseau raise Longhorns and Herefords on their farm near Hillsburgh.

Young farmers jump into direct marketing with on-farm stores

Ontario producers see the benefit of events and local food networks, and their hard work is paying off

Reading Time: 6 minutes Some young farmers are making direct-to-consumer sales an important part of their farm business plan. They’re using creative thinking on events and bringing new skills to the expansion of their businesses. Why it matters: Direct to consumer marketing can be an effective way for farmers to get more of the food dollar. But they have […] Read more

Editorial: Selling the story of food to reach consumers

Reading Time: 3 minutes There are several forces driving change in the way consumers act, and food companies and farmers need to make sure they’re ahead of them. At this point they are not, and are stuck in traditional boxes that are constraining to growth. The world is connecting via digital and social media into like-minded cabals. For whatever […] Read more

Sandi Brock in her Perth County sheep barn.

Sheep farmer tells her farm’s story using video

Sandi Brock is gaining a significant YouTube following for her video logs

Reading Time: 3 minutes There’s not a lot of filtering in the version of Sandi Brock’s sheep farm that she shows to the world. It’s real and it’s popular with viewers of her YouTube channel. On the channel she talks about what she does on her farm in great detail, from lambing processes to barn design to shipping to […] Read more


Charges were dropped recently against a woman who was accused of stealing a piglet from a barn.

Agriculture lawyer calls for conviction of trespassing activists

Letter to attorney general decries recent dropping of charges against trespassers

Reading Time: < 1 minute Ontario agriculture lawyer Kurtis Andrews has written a letter to Ontario’s attorney general claiming that the lack of repercussions from a recent spate on animal rights activist activity in the province is “nothing short of a breakdown of law and order”. Why it matters: An increase in animal rights activists trespassing on farms has created […] Read more


A recent study found that key conversations Canadians were having online in relations to food involved cannabis, climate change, genetically modified foods, and organics.

Social conversation tool shows importance of timely discussions

The tool identified times that the agriculture sector should be more engaged in online conversations

Reading Time: 2 minutes A new study provides further understanding into the tides of public opinion around Canadian food, how it’s grown, and the relationship consumers want with farmers and those that process their food. Public opinion: a study of Canadian conversations online on food and farming led by the Canadian Centre for Food Integrity (CCFI), uncovered how food, […] Read more


Editorial: The gaping difference

Reading Time: 3 minutes We’ve known for years that there’s a gaping chasm between the world view of some urbanites and the people who have made it their vocation to care for animals. Luckily for most, that chasm has not been physical. Animal rights activists and livestock farmers haven’t often met. There are some notable exceptions, including activists gaining […] Read more

Why won’t consumers listen?

Farmers have been trying to engage consumers for years — yet the work has had little impact

Reading Time: 6 minutes It happens at farm meetings across Canada. Speakers use words like “engagement” and then talk about how farmers can use Twitter and Facebook to influence people. This has been happening for years at agricultural conferences across Canada. Because of all those presentations, thousands of producers now use social media to connect with consumers and explain […] Read more