Manitoba farmers can expect to see more “good news” messages about agriculture this year if a new industry promotion group reaches its goals.
Growing Manitoba is an organization made up of farmers, processors and other agricultural businesses that plans to publicize a sector to which increasingly fewer people have direct ties.
Its genesis came out of comments by Brandon’s economic development board about a year ago, said Don Dewar, the group’s vice-chair.
City officials noted that for some time agricultural projects and developments seemed to evoke negative reaction.
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The yield estimates for wheat and soybeans were neutral to bullish, but these were largely a sideshow when compared with corn.
“We still feel there’s a lot of opposition out there,” said Dewar, who also heads Keystone Agricultural Producers.
It’s the first time that farmers and agricultural businesses have joined forces on this type of promotional effort, said Growing Manitoba chair Dickson Gould.
“For a long time, I think we’ve been kind of concerned about the messages (about agriculture) that are coming out in some of the urban papers,” said Gould, who is head of Elite Swine Inc.
Gould said the group will work to correct inaccuracies it sees in public discussion about agriculture, and explain the industry’s significance to the public.
“The underlying issue is the vision of what a farm is today,” Gould said.
The group will co-ordinate and build on ongoing promotional efforts by producer groups like the Manitoba Pork Council and industry groups like Ag in the Classroom and the Agri-food Network, Gould said.
Added Dewar: “With industry support, I think we can pool our resources and do a better job.”
He said the organization wants to raise about $300,000 in its first year by selling memberships to industry members with fees based on a sliding scale. The group hasn’t considered government funding yet, although a similar organization in Alberta relies on federal and provincial funds.
Group members have mixed feelings about using government money, Dewar said.
“When people see the government logo on an ad, they say, ‘There goes my money.’ “
The group will develop a speakers’ list, since market research consistently shows the public believes and trusts farmers.
“When (environment activist David) Suzuki comes out with one of his statements, we will have an equally credible person ready on the other side.”
