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Proactively Addressing Social License in Agriculture


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Proactively Addressing Social License in Agriculture

  1. 1. Proactively Addressing Social License in Agriculture Fawn Jackson Canadian Roundtable for Sustainable Beef
  2. 2. Social License Social License is the privilege of operating with minimal formalized restrictions
  3. 3. “A lack of transparency results in distrust and a deep sense of insecurity. “
  4. 4. Why is it important to proactively address social license? • Regulations • Consumer trust • Consumer purchasing • Risk Mitigation • Conscious Capitalism
  5. 5. Science versus Emotion
  6. 6. There is a good story to sell. Both factually and emotionally.
  7. 7. Using the same technologies today as the 1950’s would use 45 million acres more land to produce the same amount of beef
  8. 8. 20 Research in Agriculture ranked 2nd in WORLD
  9. 9. Getting Organized
  10. 10. December, 2013
  11. 11. About Us Canadian Roundtable for Sustainable Beef Canadian Roundtable for Sustainable Beef • National, multi- stakeholder initiative developed to advance existing and new sustainability efforts within the industry
  12. 12. Members Open Seat Members at Large Gordon Cove Ex-Of cio Julie Dawson Ex-Of cio 40OBSERVERS 4 Canadian Roundtable for Sustainable Beef Annual Report
  13. 13. Define ‘Sustainable Beef’ Sustainable beef is a socially responsible, environmentally sound and economically viable product that prioritizes Planet, People, Animals and Progress Canadian Roundtable for Sustainable Beef
  14. 14. 3 Pillars of Focus CRSB focus today Canadian Roundtable for Sustainable Beef
  15. 15. National Beef Sustainability Assessment • Coming soon! • Exciting Results • Usable information Canadian Roundtable for Sustainable Beef
  16. 16. • Uptake of Beef Code of Practice • GHG footprint • Cost of production and margins • Wildlife habitat capacity • Conservation of grasslands • Water usage • Labour regulation
  17. 17. Indicator Development • Based on science and expert opinion • Developed through a multi-stakeholder process • Based on consensus • Outcome-based • Based on GRSB Principles & Criteria WATCH FOR PUBLIC CONSULTATION - JANUARY 2016 Canadian Roundtable for Sustainable Beef
  18. 18. Five key areas of Indicators • Natural Resources; • People and the Community; • Animal Health and Welfare; – EG. Operation can demonstrate the responsible use and disposal of animal health products according to label or veterinary prescription. • Food; and • Efficiency and Innovation.
  19. 19. Verification • Committee will be developing guidelines for verification and chain of custody • Will build on the lessons learned from the McDonald’s Pilot Project • Will use and encourage use of existing programs wherever possible Canadian Roundtable for Sustainable Beef
  20. 20. Sustainability Projects • After the Sustainability Assessment, Indicators and Verification work are complete, we will pursue projects that support continuous improvement of the beef industry
  21. 21. Raising the Bar with Industry Liaison Raising the Bar with Industry, and Consumer Communications
  22. 22. Purpose of McDonald’s Pilot Project – indicators to apply the accepted Global Roundtable for Sustainable Beef’s principles and criteria to Canadian-specific production – mechanism for verification – process for chain of custody – Test and pass along to the CRSB Canadian Roundtable for Sustainable Beef
  23. 23. Indicator Example • GRSB Principle & Criteria – Natural Resources– The global beef value chain manages natural resources responsibly and enhances ecosystem health. • Operation protects grasslands, tame pastures and native ecosystems including high conservation value areas (e.g. endangered species habitat). (Appendix 1, #5-6) • Barriers to Entry – Failure to protect native grasslands, other native ecosystems and high conservation value areas from abuse and/or conversion. No awareness or plan for improvement. • Significance – Cow-calf/Extensive Score 1 - Entry 2 3 - Achievement 4 5 - Excellence Awareness and commitment to protect grasslands, tame pastures, native ecosystems and high conservation value areas. Demonstrated performance toward goals through interview and/or observation in protecting and enhancing grasslands, tame pastures, native ecosystems and high conservation value areas. Appropriate programming may include: Farm Plans (EFP) in place and components related to grasslands, tame pastures and native ecosystems protection are being implemented Relevant CFRM, GF2 BMPs or BMPs COP, RHA extension materials incorporated into a grazing management plan Processes are in place to measure, monitor, verify and report outcomes toward goals related to grasslands, tame pastures, native ecosystems • Critical procedures and processes that are only known to one individual are documented to ensure outcomes can be achieved in their absence. • Continuous improvement is evident.
  24. 24. How to prepare to help tell our story? • Do you have an Environmental Farm Plan? • Do you have VBP or equivalent record keeping? • Have you read the Beef Code of Practice?
  25. 25. Thank you Contact Information for the CRSB: Fawn Jackson Email: jacksonf@cattle.ca Canadian Roundtable for Sustainable Beef

Hinweis der Redaktion

  • Goal: build understanding of importance of addressing social license
    Build pride of being in Canadian agriculture and tools to be able to help address social license
    Build awareness and commitment to the CRSB
    Build awareness of the sustainability assessment so that they are looking for the outcomes shortly and will buy into the targets
    Build awareness of the indicators so that when they come out there is confidence to understand them and commitment to comment on them
    Encourage them to sign up for VBP and for EFP
  • Economically, environmentally and socially sustainable
    Journey not a final destination – there is not sustainable and unsustainable there is more sustainable.

    Sustainable beef is a socially responsible, environmentally sound and economically viable product that prioritizes Planet, People, Animals and Progress
  • Confidence (shared values and ethics), Competence (skills and ability) and Influential Others (family, friends and credentialed individuals
  • Kim

    Agriculture is a science-based industry. We are good at talking about the facts. And we think that if people just understood the facts then there would be no problem.

    But the industry is being attacked by people and groups that are VERY well funded, and who put considerably greater attention on communicating with emotion.

    And while we have concerns with their approaches, we must admit that they are being effective … and are inflicting some very sleepless nights on much of the agriculture and food community
  • Kim – READ

    The last few years, with high grain prices for farmers, the agricultural industry has REALLY grown

    Today, Canadian agriculture is the 3rd largest contributor to our countries.

    While primary agriculture accounts for a small share of the total economy (1.7% of GDP), it is at the heart of the agriculture and agri-food system and has grown on average by 1.4% per year since 1997.

    AND when you include the food processing and retail sector, Canada’s Agri-food industry is the largest industry in Canada representing $__ BILLION is sales

    The cattle industry plays a significant role in Canada’s economy with direct and indirect effects in the beef supply chain supporting employment in the domestic market. In 2013, farm cash receipts from cattle and calves totalled $6.80 billion, accounting for 12.4% of total farm cash receipts in Canada. The combination of the direct impact and the secondary impacts throughout the economy result in the cattle industry being responsible for $35 billion worth of sales of goods and services to the economy. These sales contribute $21.8 billion to the national GDP2.

    The cattle industry is also a large generator of employment. In 2013, the beef industry was directly or indirectly associated with the creation of 248,879 full-time equivalent jobs in the country.
  • Fawn

    Just as an example
    Using the same technologies today as the 1950’s would use 45 million acres more land to produce the same amount of beef

    Not only are we using less land we are using less feed and water.

    This is because of improvements in genetics, feed, animal health and technologies such as growth promotants.
    We need to produce more safe wholesome food with less and that’s exactly what we are doing.

  • A lot to do with our production efficiencies.

    One acre of wheat today makes enough bread to feed a family of four for ten years. In the future that’s not good enough.
    Need to match our advances in agriculture production from the last 10,000 years in 40 years.
  • Fawn
    One acre of wheat today makes enough bread to feed a family of four for ten years. In the future that’s not good enough.
    Need to match our advances in agriculture production from the last 10,000 years in 40 years.


    Less agricultural land
    Increase in irrigated land is expected to slow
    Yields are slowing for some crops

    Sources of growth in crop production
    There are three main sources of growth in crop production: expanding the land area, increasing the frequency with which it is cropped (often through irrigation), and boosting yields. It has been suggested that we may be approaching the ceiling of what is possible for all three sources.
    A detailed examination of production potentials does not support this view at the global level, although in some countries, and even in whole regions, serious problems already exist and could deepen.
    Land.Less new agricultural land will be opened up than in the past. In the coming 30 years, developing countries will need an extra 120 million ha for crops, an overall increase of 12.5 percent. This is only half the rate of increase observed between 1961-63 and 1997-99.
    At global level there is adequate unused potential farmland. A comparison of soils, terrains and climates with the needs of major crops suggests that an extra 2.8 billion ha are suitable in varying degrees for the rainfed production of arable and permanent crops. This is almost twice as much as is currently farmed. However, only a fraction of this extra land is realistically available for agricultural expansion in the foreseeable future, as much is needed to preserve forest cover and to support infrastructural development. Access-ibility and other constraints also stand in the way of any substantial expansion.
    More than half the land that could be opened up is in just seven countries of tropical Latin America and sub-Saharan Africa, whereas other regions and countries face a shortage of suitable land. In the Near East and North Africa, 87 percent of suitable land was already being farmed in 1997-99, while in South Asia the figure is no less than 94 percent. In these regions, intensification through improved management and technologies will be the main, indeed virtually the only, source of production growth. In many places land degradation threatens the productivity of existing farmland and pasture.
    Water.Irrigation is crucial to the world's food supplies. In 1997-99, irrigated land made up only about one-fifth of the total arable area in developing countries but produced two-fifths of all crops and close to three-fifths of cereal production.
    The role of irrigation is expected to increase still further. The developing countries as a whole are likely to expand their irrigated area from 202 million ha in 1997-99 to 242 million ha by 2030. Most of this expansion will occur in land-scarce areas where irrigation is already crucial.
    The net increase in irrigated land is predicted to be less than 40 percent of that achieved since the early 1960s. There appears to be enough unused irrigable land to meet future needs: FAO studies suggest a total irrigation potential of some 402 million ha in developing countries, of which only half is currently in use. However, water resources will be a major factor constraining expansion in South Asia, which will be using 41 percent of its renewable freshwater resources by 2030, and in the Near East and North Africa, which will be using 58 percent. These regions will need to achieve greater efficiency in water use.
    Yields.In the past four decades, rising yields accounted for about 70 percent of the increase in crop production in the developing countries. The 1990s saw a slowdown in the growth of yields. Wheat yields, for example, grew at an average 3.8 percent a year between 1961 and 1989, but at only 2 percent a year between 1989 and 1999. For rice the respective rates fell by more than half, from 2.3 percent to 1.1 percent.
    Yield growth will continue to be the dominant factor underlying increases in crop production in the future. In developing countries, it will account for about 70 percent of growth in crop production to 2030. To meet production projections, future yield growth will not need to be as rapid as in the past. For wheat yields, an annual rise of only 1.2 percent a year is needed over the next 30 years. The picture for other crops is similar. Growth in fertilizer use in developing countries is expected to slow to 1.1 percent per year over the next three decades, a continuation of the slowdown already under way.
    Overall, it is estimated that some 80 percent of future increases in crop production in developing countries will have to come from intensification: higher yields, increased multiple cropping and shorter fallow periods.
    Improved technology
    New technology is needed for areas with shortages of land or water, or with particular problems of soil or climate. These are frequently areas with a high concentration of poor people, where such technology could play a key role in improving food security.
    Agricultural production could probably meet expected demand over the period to 2030 even without major advances in modern biotechnology. However, the new techniques of molecular analysis could give a welcome boost to productivity, particularly in areas with special difficulties, thereby improving the incomes of the poor, just as the green revolution did in large parts of Asia during the 1960s to 1980s.
    Needed for the twenty-first century is a second, doubly green revolution in agricultural technology. Productivity increases are still vital, but must be combined with environmental protection or restoration, while new technologies must be both affordable by, and geared to the needs of, the poor and undernourished.
    Biotechnology offers promise as a means of improving food security and reducing pressures on the environment, provided the perceived environ-mental threats from biotechnology itself are addressed. Genetically modified crop varieties - resistant to drought, water-logging, soil acidity, salinity and extreme temperatures - could help to sustain farming in marginal areas and to restore degraded lands to production. Pest-resistant varieties can reduce the need for pesticides.
    However, the widespread use of genetically modified varieties will depend on whether or not food safety and environmental concerns can be adequately addressed. Indeed, the spread of these varieties, in the developed countries at least, has recently slowed somewhat in response to these concerns, which must be addressed through improved testing and safety protocols if progress is to resume.
    Meanwhile, other promising technologies have emerged that combine in-creased production with improved environmental protection. These include no-till or conservation agriculture, and the lower-input approaches of integrated pest or nutrient management and organic agriculture.
  • And supports a wide array of biodiversity. For example over 1000 species make their home on the Canadian rangelands.

    “It is estimated that less than 30% of prairie grasslands remain, and only a fraction of tallgrass prairie (<1%) and tallgrass-savannah (3%).”
  • Kim

    Today’s Commercial Producers may be large but almost all are family owned and operated.

    May be corporations but that’s more for tax, liability and succession planning reasons
  • These students are picking exciting fields to go into for research. Canadian research in agriculture is ranked second in the world and Canada’s share of the world’s scientific publications is particularily high in the field of agriculture.

    We punch above our weight.
  • Kim

    Our industry is starting to get organized … but we got a long way to go.

    The Agriculture More Than Ever program is a major step forward --- initiated by Farm Credit Canada, this program is focused on getting the agricultural community to start telling its story.

    Another quality program involves the work of the Farm & Food Care Foundation which is staring to focus attention on interacting with consumers --- both proactively and reactively.

    But we have much more to do … and we need to do it quickly, professionally and in a manner that resonates with consumers.
  • Thank the membership for their commitment.
    The CRSB is the national go-to body on beef sustainability in Canada.

  • The CRSB has a definition of sustainable beef in Canada. The National Benchmarking study and Indicators are working to give further depth to that. CRSB is the home for discussions on beef sustainability in Canada.
  • The CRSB has Three main areas of work
    National Sustainability Benchmarking
    Indicator & Verification
    Projects to move sustainability forward
    Thank everyone who has sat on these committees to make the work so valuable.
  • Canada-wide benchmarking study covering social, economic and environmental impacts of the beef industry
    Help set priorities, recognize achievement and identify strengths, weaknesses, opportunities, threats
    Surveyed 80 operations across Canada
    To be revisited every 5-10 years

    Finalize the economic assessment and the social and environmental life cycle assessments in February 2016
    Begin setting key performance indicators and targets

  • This definition focuses on the resilience of the industry as a whole and its ability to adapt to changing market conditions.

    Mclean et al (2014) put forth eight criteria for an economically sustainable beef operation:
    Return, meet or exceed cost of capital;
    Fund all current operating expenses and operational capital through internally generated working
    Pay labour/owners, at least to the standard average wage;
    Have capacity to re-pay debt principle in a timely manner;
    Maintain a safe level of equity (e.g., 85%);
    Provide for the independent retirement of the existing owners;
    Be able to survive business succession with the business and the family remaining intact;
    Survive and prosper in the long term without the erosion of environmental capital (over stocking).

  • An example of the social output.
  • Use information from McDonald’s Pilot Project and other similar undertakings
    Based on science and expert opinion
    Developed through a multi-stakeholder process
    Based on consensus
    Based on GRSB Principles & Criteria

    Draft indicators have been developed by a multi-stakeholder committee
    Indicators have been reviewed by AGM participants in September 2015 as well as CRSB Membership
    60-day public comment 2016
    Indicators finalized in April 2016. Transition out of McDonald’s Pilot Project

  • The indicators are intended to be outcome-based (rather than prescriptive); measureable and based on science and expert opinion; and address key concerns around sustainable beef production. Compliance with applicable laws and regulations is required and assumed.
  • We will be developing audit/chain of custody guidelines.
  • Kim

    McDonald’s you are showing us how to communicate in a manner that resonates
    tray liners, participating in meetings.

    And you are encouraging other food players to do the same.

    I must pause and commend Jeff Kroll --- through his work with the Alberta Livestock and Meat Agency, and the connections this provides, he is considered a true leader in helping to advance the agri-food industry

    Brought momentum to the sustainability discussion in Canada
    Liaised with the CRSB and many other stakeholders
    Sharing the lessons learned with the CRSB as we develop our indicators and verification

  • The three main focus areas of the McDonald’s Pilot Project
  • Example of an indicator

  • A Texan farmer goes to Australia for a vacation. There he meets an Aussie farmer and gets talking.

    The Aussie shows off his big wheat field and the Texan says, "Oh! We have wheat fields that are at least twice as large".

    Then they walk around the ranch a little, and the Aussie shows off his herd of cattle.

    The Texan immediately says, "We have longhorns that are at least twice as large as your cows".

    The conversation has, meanwhile, almost died when the Texan sees a group of kangaroos hopping through the field. He asks, "And what are those"? 

The Aussie replies with an incredulous look, "Don't you have any grasshoppers in Texas"?