Ag More Than Ever reaches milestone
One year of improving perceptions of Canadian agriculture
By Amanda Brodhagen, Farms.com
This week marks the one year anniversary of the industry-led cause, aimed at improving perceptions of Canadian agriculture – Ag More Than Ever. The nation-wide campaign has been embraced by farmers, ag-groups, agri-business and others alike. The united-front has tackled the daunting task of shifting perceptions about Canadian agriculture. This campaign has especially resonated with producers, who have been given a platform to share their positive stories about the industry that they love.
One of the driving forces behind this cause, Farm Credit Canada’s Lyndon Carlson, shared with Farms.com some reflection of what this campaign has achieved over the past year. Farm Credit Canada (FCC) found that the public perceives agriculture as a struggling industry, which Carlson says is a misperception, especially since there are three jobs waiting for every ag graduate in Canada. Ag More Than Ever emerged to tackle this perception and to change the image of the industry. Image is important says Carlson, “we want to attract investment in our industry and we want to attract people…there will be challenges, but regardless of those challenges there is a very positive story to share.”
When asked how the campaign will evolve in the coming year, Carlson says “the change will be working with our partners in a concerted effort” and to see partners doing things on their own, continuing to champion the cause. There are 177 signed official partners who have committed to the campaign. Closing in on the one-year anniversary FCC conducted a nation-wide survey to gauge how many Canadian producers were familiar with Ag More Than Ever. To their delight, one-third indicated that they knew about the campaign. Carlson expressed his thanks for the Happy Birthday tweets and called them positive and encouraging.