The Agriculture More Than Ever campaign has hit its first anniversary, and the man leading the charge says it is changing perceptions.
Lyndon Carlson, senior vice-president of marketing for Farm Credit Canada, said at Canada’s Farm Progress Show that 188 partners have signed on to support the initiative and tell agriculture’s real story.
“We’ve been very successful, but by golly, there’s lots of work to be done,” he said. “We need to get everybody talking all the time.”
Carlson said the past year has refocused people on the positives of agriculture. A March survey of 1,300 producers and agricultural businesses found they feel more positive and are more likely to share those sentiments with others.
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The term agvocate has emerged to describe those who are speaking out about the industry, and Carlson urged people to be vocal.
“We don’t want to own this space,” he said.
He said the next year will focus on getting the partners more involved in the campaign. Some have already done so.
For example, the accounting firm BDO has outfitted each of its more than 80 offices across Canada with banners and signs proclaiming Ag More Than Ever.
The entire agricultural sector is represented, and Carlson said it could be time to move up the value chain and engage food companies.
More information about the campaign is available at www.agriculturemorethanever.ca.
