Canadian Food Focus videos help share farmers’ stories with consumers

Erika Stewart, a rancher from southwestern Saskatchewan, is quite passionate about the need for farmers to share positive stories about farming.

“If consumers reached out to us with questions or concerns about what we’re doing on farm for the environment, for our land, for animal care, I think they’d see that our values in those areas do really align.”

Jake Leguee, a grain and oilseeds farmer, agrees.

“The reason we believe in [sharing positive stories] is because there’s not a lot of connection between farms and consumers, but the way that they think about the things that we do matters. It influences government policy; it influences how food companies might choose to advocate for certain practices in agriculture. All of the things that consumers ask for do have a way of coming back to us here on the farm.”

These farmers were featured in a recent video project by Canadian Food Focus. The videos are helping to raise awareness among Canada’s agriculture sector of this initiative that is successfully sharing farmers’ stories and engaging with consumers across the country.

See video with Erika & Cyle Stewart: https://youtu.be/WkFB5jW4gIg

See video with Jake Leguee: https://youtu.be/5N wM0fl3Fi4

Dorothy Long is the Managing Director of Canadian Food Focus. She says a key reason why Canadian Food Focus is working is because its approach centres on the element that non-farming consumers are most interested in: food.

“We lead with food because food is the most intimate way that consumers come to agriculture. On a daily basis, consumers are thinking, ‘What’s for dinner? Why is food so expensive right now? Is my child getting enough iron? Am I getting enough iron?” she says. “Consumers have questions about sustainability, fertilizers, pesticides, GMOs and issues such as animal welfare, climate change, migrant workers… We address these topics. We lead with food to start the conversation and position ourselves as the go-to place for information on Canadian food.”

Launched in 2019, Canadian Food Focus represents all sectors of agriculture across Canada. Through its website, social media channels, farm tours, and influencer community, Canadian Food Focus is making a real impact. The results speak for themselves, with 500,000 to 800,000 engagements each month, 350,000 video views, and a 250% annual increase in followers since 2020.

“To engage more Canadians, the ag sector needs to come together to share our stories and get to the heart of consumer interests and questions about food and farming,” Long says. “It’s really about building a more resilient future for agriculture.”

People across Canada’s agriculture industry are encouraged to reach out and find out how to help share more farming stories with consumers. To learn more, see https://canadianfoodfocus.org/for-our-partners/

Top photo: On the left Jake Leguee, On the right Erika Stewart

Thank you to Farm & Food Care and Canadian Food Focus for submitting the articles and photos

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