Food security is National security and Canadian farmers are on the front lines of this fight.
The media sphere is full of explainers about tariffs and global trade threats, and these evolving existential threats require a mountain of work and diplomacy to mitigate associated negative effects on our economy. Trade issues will continue to dominate headlines this year, but I am here to talk about something else: a massive opportunity for Canadian farmers.
Through my entire career in Ag, I have spent a sizable percentage of my time trying to convince buyers that my product was A) what they wanted and B) a fair price for both of us. This was a perennial struggle that wore me down and drained my energy. I knew that grocery stores in summertime were selling Kale from California for a slightly lower price than my kale grown right here and that consumers were enticed by the $0.50 they saved at big box grocers. I burned out on trying to plead my case that my food was better and worth paying a small premium for.
But this year things are completely different.
Prices at major grocers have skyrocketed, outpacing the price growth from local value chains that supply co-ops, farmer’s markets, and small grocers. Growers and sellers in the local value chain are often averse to steeply raising prices because they fear alienating their smaller customer base and it is a fine balance to walk between maintaining margins and retaining returning customers. Due to these factors, and others, you can now regularly find a better quantity, quality and price from your local food value chain. When we control production and participate in distribution, we become price makers, not price takers. This is part 1 of the opportunity.
This year, demand for locally produced goods is spiking to record highs and Canadians are more primed than ever before to become life-long localvores. Farmers involved in local values chains are uniquely positioned to seize this captive market and build an army of new long-term customers. This new wave of national pride is the catalyst we need to lock in a record increase in new customers. This is part 2 of the opportunity.
The final part is on us, those involved in production and distribution, to champion ourselves louder than ever before. Canadian flags popping up on major grocery shelves is a fine start, but those could easily be forgotten in a few years if the current trade situation fizzles out.
During the initial phase of Covid lock downs, local producers saw record demand for goods, however this quickly subsided once retailers were fully open again. This revenue boost was short-lived and did not have a lasting impact, with many farms reporting lower sales last year, 2024, than before 2020.
The key to capturing this newly primed population is to be fearless. Be loud and proud about our work, champion our successes, not to meekly stand with our hands folded, hoping crowds will bust down our farm gates. In our labour budgets this season, we need to devote as much time as possible for highlighting the amazing work Canadian farmers are doing. We need to position ourselves as the most reasonable choice, the most economically sound option, and the most fun. This is the opportunity of a generation, and I will not be missing out. Please join me!
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