That's not just a factor of our industry.
That's all industry and all circumstances.
Our challenge is always to do a great job in doing our best to correct the record, making sure that even in the presence of misinformation that we do our level best to provide accurate information and make good judgments based on that.
I think all segments of the industry, in all levels in the industry from our retail food service customer base through to processors, producers, suppliers and indeed the government need to collaborate on providing a coordinated response to, in one hand a challenge but even more importantly is a great opportunity because Canada has demonstrated leadership in these areas.
To date we are recognized as North American leaders and we can take what might appear to be a challenge and convert it into a tremendous opportunity for growth being leaders in sustainable meat production in Canada.
McCain says dealing with social and digital media today is just part of our new reality in every part of our life.
Source:Farmscape