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Originally published:

NOVEMBER 2021
Vol. 107 Issue 11

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Stories In This Edition

Down to the crunch

Producer prices on the rise

Feeling burned

Groundwater users could lose rights next year

The right thing

Editorial: Freedom worth having

Back 40: The battle continues long after the war is over

Viewpoint: Stories bridge the gap between producers, consumers

Growers wrestle with irrigation upgrades

Wildfire 2021

Abbotsford updates farmland policies

Stormy skies

Ag Briefs: Douglas Lake “right to roam” challenge dismissed

Ag Briefs: Creston food hub opens

Ag Briefs: Food processors receive funding

Ag Briefs: Vanderspek appointed

Summerland grape specialists retire

Grapevine virus spread threatens BC industry

Caught in the act

Abbotsford sheep grower honoured

Tag readers help with livestock recordkeeping

RegenBC kicks off agritech network

Producers silent on Columbia River Treaty impacts

Cranberry fields forever

Manitoba farmers make dreams a reality

Enderby dairy is anything but conventional

Improvement to classification services explored

Up close and personal

Partnering with farmers to reduce food loss

Sidebar: Upcycled food

Slow and steady wins the day for irrigation

Research: Study takes soil health to the next level

Nelson farm builds soil and local community

Cash flow analysis is key to resilience

New app zeroes in on reducing lost produce

Sidebar: Food hub offers room to grow

Farm Story: To hoard or not to hoard: that is the question

Bursary benefits rising farm professionals

Woodshed: So much for a little peace and quiet

Saanichton Farm receives Century Farm award

Jude’s Kitchen: Fall Flavours

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BC Cattlemen’s Association members gathered in Cranbrook for their 97th AGM last week. BCCA president Werner Stump welcomed upwards of 300 ranchers as he signalled a change in tone with the association’s approach to government. “We are going to be a lot more blunt in our dealings with government as we fight for our livelihood,” Stump told his audience. The North American herd size remains down, and calf prices are expected to stay strong, says Brenna Grant from Canfax. “We could see $5.50 -$5.70 this fall for a 5(00) weight calves.” Duncan and Jane Barnett and family from Barnett Land and Livestock in 150 Mile House received the Ranch Sustainability Award, which recognized their riparian management and community involvement. From left to right, Clayton Loewen with Jane, Duncan and Lindsay Barnett.

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BC Cattlemen’s Association members gathered in Cranbrook for their 97th AGM last week. BCCA president Werner Stump welcomed upwards of 300 ranchers as he signalled a change in tone with the association’s approach to government. “We are going to be a lot more blunt in our dealings with government as we fight for our livelihood,” Stump told his audience. The North American herd size remains down, and calf prices are expected to stay strong, says Brenna Grant from Canfax. “We could see $5.50 -$5.70 this fall for a 5(00) weight calves.” Duncan and Jane Barnett and family from Barnett Land and Livestock in 150 Mile House received the Ranch Sustainability Award, which recognized their riparian management and community involvement. From left to right, Clayton Loewen with Jane, Duncan and Lindsay Barnett.

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Congratulations!!!

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Congratulations Duncan and Jane Trott Barnett Well deserved recognition

Congratulations!

Congratulations to Duncan, Jane, and all the rest of the Barnett family!

Congratulations Duncan and Jane!!

Congratulations Jane and Ducan! Sandra Andresen Hawkins

Congratulations Jane & Duncan 🥳

Congratulation Duncan & Jane!!

Congratulations Jane Trott Barnett and Duncan!!!

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1 month ago

Grapegrower Colleen Ingram, who was recognized earlier this year as the 2024 Grower of the Year by the BC Grapegrowers Association. “Given the devastation we have had over the last three years, I feel like this award should be given to the entire industry,” she says. Her story appears in the June edition of Country Life in BC, and we've also posted to our website.

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Industry champion named BC’s best grape grower

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KELOWNA – Colleen Ingram’s enthusiasm for collaboration within the BC wine industry is so great that when she was named 2024 Grower of the Year by the BC Grapegrowers Association, she wanted to sh...
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2 months ago

From orchard manager to government specialist and now executive director of the BC Fruit Growers Association, Adrian Arts brings a rare blend of hands-on farming experience and organizational leadership to an industry poised for renewal. His appointment comes at a pivotal moment for BC fruit growers, with Arts expressing enthusiasm about continuing the momentum built by his predecessor and working alongside a board that signals a generational shift in agricultural advocacy.

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Arts leads BCFGA forward

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A combination of organizational management and practical farming experience has primed the new executive director of the BC Fruit Growers Association to lead the industry forward.
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2 months ago

A public consultation is now underway on the powers and duties of the BC Milk Marketing Board. Key issues for dairy producers include transportation costs, rules governing shipments and limitations on supporting processing initiatives. Stakeholders have until May 31 to comment.

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Milk board undertakes review

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A public consultation on the powers and duties of the BC Milk Marketing Board is underway as part of a triennial review required by the British Columbia Milk Marketing Board Regulation.
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Stories bridge the gap between producers, consumers

Building relationships requires authentic, verifiable messaging

November 1, 2021 byBrenda Schoepp

As a farmer, you know the goodness in every meal made from the food you raise in field, frame, forest or sea. As a food processor, you link that product to the next level and together as farmer and food processor, you bring the best of BC to the table. The question is: what do consumers feel are the best in foods and how does the story of the food from the farm carry through to the plate?

A recently released NielsenIQ study revealed the top five brain foods as named by Canadian consumers. These brain foods were also recognized for their power in reducing anxiety, depression and helping with sleep – properties for the body and the mind. This new way of looking at food is an opportunity for the agricultural and agri-food community.

The concept of food for the body and the mind is exploding and the message to food processors is simply that no brand can afford to ignore this trend. Rather than simply name the source, food processing must also think about portraying the story behind who is at the origin and the why behind their processing of the product.

The five foods – tuna, blueberries, shrimp, raspberries and fresh beef – are all products harvested in BC. If these foods are perceived to keep the mind sharp, reduce anxiety and depression and help one get a good night’s sleep, then it is imperative to tell the story why this food is important to you as the farmer, fisher or food processor.

Take beef for example. Consumers have not given up on eating beef, they’re just taking into account different factors for protein beyond nutrition and taste. Decision factors such as their brain health and well-being in harmony with animal welfare, animal diet and environmental impact. All now fall under the label of ‘sustainability.’ Buyers of beef and other proteins now have a single word that summarizes the whole story.

What is the story? If the first exposure and initial influence to a food is an image on Instagram (even in farm direct sales) and the rest of the story is based on digital or social media coverage, then what do farmers, fishermen and food processors need to say to keep the product growing and the consumer hooked?

Research has shown blueberries, raspberries, beef and fatty fish enhance brain activity. But ocean protein and beef have other challenges in terms of consumer perception in regards to overfishing, production practices and the perceived impact of cattle on the environment. The story of any food goes far beyond the farm gate to include such things as processing and packaging.

Cher Mereweather of Provision Coalition reminded audiences at the recent SIAL Canada Connect event that the story must be both authentic and verifiable, adding that you must measure it “so people can stand with you.” Wherever there is an intersection of values, there is a “stand with you” point. Going back to our example of beef, it holds onto its place by aligning with values outside of the nutritional contribution.

As a producer, it is important to say why you do what you do and why you care. If there is value being added to the food through processing, then that message has to transfer to your branding and packaging. And there must be a digital presence. Trust is built on similar values, one data point at a time.

This transparency applies to the farm as well. If berries are made into syrup, then the story behind the berries should carry through to the label.

The transparency in this new way of thinking in food production, processing and branding builds strong linkages. For BC, this represents abundant opportunity as the province is home to over 200 food commodities and 100 foods from the sea. We also house over a third of Canada’s food processors. Like farms, many are family-owned. Together, agriculture and agri-food processing are a major economic driver in this province.

No farm or brand can afford not to care about the personal values of consumers, even if their product is as popular as the brain foods are. These values are often shared between buyer and seller but the story is often missing, either at the farm or on the label. Figuring out what those shared values are is important for the success of all the beautiful foods from the land, barns, greenhouses, urban boxes and seas of BC.

Authentic, verifiable, values-based story telling connects us all.

Brenda Schoepp lives on Vancouver Island where she brings agriculture and food leadership to life through stories and conversation. She can be contacted through her website at [www.brendaschoepp.com].

 

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