Ms. Crystal Mackay - Earning public trust in Canadian food
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Earning public trust in Canadian food - Ms. Crystal Mackay, CEO Farm & Food Care Canada, from the 2016 Global Roundtable for Sustainable Beef (GRSB), October 5 - 6, 2016, Banff, Alberta, Canada. More presentations at http://trufflemedia.com/agmedia/conference/2016-global-roundtable-sustainable-beef
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Ms. Crystal Mackay - Earning public trust in Canadian food
- 1. Earning public trust in Canadian food Crystal Mackay
- 2. Food, public trust and social license • Earning trust starts with doing the right thing. • This is not unique to agriculture or food or Canada. • This should not be a competitive issue. • This is not a communications problem. • This is a food system business challenge. The game has changed.
- 3. • Coordinate, strategy, research – Canadian CFI • Engage with Canadians • Collaborate with many partners Canadian charity with a shared vision for building public trust in food and farming.
- 4. Create a forum for dialogue Coordinate strategy, research and support Increase understanding of and alignment with consumer expectations and values Helping Canada’s food system earn public trust
- 7. Is the Canadian food system headed in the right direction or down the wrong track? www.foodintegrity.ca
- 8. Top overall life concerns for Canadians Canadian Centre for Food Integrity Public Trust Research 2016 www.foodintegrity.ca
- 9. Increasingly Positive impression of Canadian agriculture Q10. What would you say is your overall impression of Canadian agriculture today? Would you say your impression is... 2006: 41% 2009: 52% 2012: 56% 2016: 61% % Very + Somewhat Positive
- 10. 10 Significant concerns human health “I am personally concerned about” • Use of hormones in farm animals • Drug resistance due to farm animals given antibiotics • Drug residues in meat, milk, eggs • Use of pesticides in crops • Eating meat from GE animals Q13. Please rate the degree to which you agree or disagree with the following statements. Strongly Agree 45-48%
- 12. Let’s talk about our food. Embrace skepticism. Isn’t choice awesome?!
- 13. 13
- 14. Who do you believe on environmental issues? 10% 70% 50% Canadian Centre for Food Integrity Public Trust Research 2016 www.foodintegrity.ca Substantially Higher: Foodies, Moms Substantially Lower: Millennials Farmers Associations A Government Environmental Researcher David Suzuki An Environmental Engineer A University Environmental Science Professor A Farmer or Rancher Environmental Advocacy Groups
- 16. Invest in shared content www.farmfoodcare.org @FarmFoodCare Help increase the reach. Add in your people, content and examples.
- 17. Farm & Food Care tours for influencers • Media • Food industry executives • Food bloggers • Dietitians • Chefs, culinary colleges
- 18. Real Dirt on Farming Blog…Share your stories
- 19. Reaching urban influencers together Long term strategic proactive approach Regular FFC vehicle… content by sector, geography, topic
- 20. Do you agree? Canadian farmers are good stewards of the environment Q13. Please rate the degree to which you agree or disagree with the following statements. 29% say yes % = Strongly Agree (Top Box (8-10) on 0 to 10 scale) Farmers 20% say yes Fishermen
- 21. Help us share your content, your people and your stories. Pitch in. Individuals donate to Farm & Food Care Companies & Organizations Join Canadian Centre for Food Integrity Invest in public outreach programs If you want to drive change, you have to get out of the back of the truck.
Hinweis der Redaktion
- Collaborate – unique forum for whole sector cooperation and shared investment Engage and inform – proactive communications, shared content development & delivery, conversations with Canadians Coordinate – strategy, research and support to help the food system earn public trust
- So why is public trust important? Well sadly it’s hardest to measure until it’s lost. The Secretary of Agriculture from California spoke in Ottawa at a conference last week about “can Canada be considered the most trusted food supply in the world?” One of her startling quotes was “we farm in California because our urban neighbours allow us to.” WOW. Right here at home in Manitoba there’s essentially been a moratorium on building pig barns. Why? Your neighbours said no. Is that just a pork producers problem? Remember I said we’re in the business of feeding people together? You can’t double production for export markets when you can’t build a barn. You can’t double the grain grown to feed those pigs, can’t sell more combines, or create more jobs, pork processing plant bringing pigs from Ontario, and more. The whole supply chain loses and more.
- David Suzuki 56% Farmers & ranchers 70%
- Funding programs will include regional and national agri-food awareness efforts, as well as more specific work on environmental and farm animal care issues. A new charitable foundation that will support food and farming outreach programs The Farm Care Foundation, an initiative of AGCare and the Ontario Farm Animal Council (OFAC), will focus its activities on public trust and confidence in food and farming.
- Here’s a great news example of how we can work together proactively to make the news and reach those who influence menus and others thinking on what they eat. FFC SK hosted two tours in the summer of 2015 for “food influencers”, one in Regina and one in Saskatoon. National/international food writers, international culinary academics and local chefs and other food experts were invited onto farms, ranches to experience where and how food is produced in Saskatchewan. The intent of this program is to build relationships with key people who have influence on consumers and the food they eat. Building these relationships with key chefs and food writers across North America is important to: improve public trust in the knowledge and responsibility shown by our farmers and ranchers enhance understanding and acceptance of modern farming practices establish FFC as a source of trusted information on farming increase awareness, both locally and internationally, of the extent and variety of food produced in Saskatchewan (Canada)
- Objectives: Connecting the dots Tackling the trends Celebrating food and farming and the incredible people who make it all happen.