BASF is on a mission to deepen its role as a trusted partner for Canadian farmers.
Inspired by its goal to better understand the expectations of its customers, the global agricultural solutions leader is embarking on comprehensive initiative to strengthen its advocacy efforts and enhance its role in supporting Canada’s agricultural industry beyond the fields.
“Our customers have said, loud and clear, that they want us to support in an advocacy standpoint. That key learning has resonated with us,” says Tabetha Boot, head of communications and industry relations for BASF Canada Agricultural Solutions.
A comprehensive customer survey indicated that while farmers were satisfied with the company’s current products, they expressed a significant demand for crop input providers such as BASF to take on a stronger advocacy role.
These insights were further validated from a survey conducted as part of The Western Producer 100 Years initiative that noted advocating for Canadian agriculture was one of the industry’s most important issues for farmers. Nearly twothirds of respondents emphasized the importance of crop input suppliers in playing a key role in this advocacy.
“So, one of the things that we’re looking at through all of this research is creating a better understanding in the general public about the importance of Canadian farmers,” says Boot. “How can we better support farmers in telling their stories?”
BASF has already started to hit the ground running. The company is further localizing its global “Farming, the biggest job on Earth” campaign by emphasizing the importance of understanding and supporting Western Canadian farmers. This comes in addition to BASF’s continued support of organization such as the Canadian Centre for Food Integrity (CCFI) whose mandate is to build public trust in Canada’s food system through initiatives such as Canada’s Ag Day and annual public trust research.
Most recently, BASF has created a Canada-specific Public and Government Affairs role. This new position will focus on engaging with policymakers and government officials to foster a better understanding of agriculture and its significance within Canada.
“We’ve heard from our farmers, and we are responding by strengthening our voice in Ottawa and within the provinces,” says Boot.
Leta LaRush, vice-president of business management for BASF Canada Agricultural Solutions, adds that policy-developed support will only further advance an industry that is a pillar of Canada’s economy.
“It’s important for government to know and understand how world-leading Canadian farmers are – and how important a predictable, sciencebased regulatory system is for the continued advancement of our agricultural industry,” she says.
BASF’s employees are getting in on the action, too. The company is creating internal resources that will include access to research and tools to help employees effectively communicate about agriculture within their communities.
“With more than 600 employees who are passionate about agriculture, we have a unique opportunity to spread accurate information and counter misinformation,” Boot notes. “This is part of BASF’s broader strategy to use its collective voice to support the agricultural industry.”
Looking ahead, LaRush says BASF is committed to supporting Canadian farmers. By focusing on long-term support and helping shift public opinion from concern to pride, BASF aims to strengthen the social license of Canadian agriculture and ensure its sustainability for future generations.
“I think we can all agree that agriculture is incredibly complex and has very sophisticated nuances,” says LaRush. “That’s why it’s really important we spend time to engage with stakeholders – whether that’s policymakers or government officials or people within our social circles who are intrigued but lacking information. “
To learn more about BASF’s advocacy efforts and how they are supporting Canadian farmers, visit agriculture.basf.ca.
