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THE REAL STORY OF AG Contrast that statistic with Agriculture and Agri-Food Canadas recent survey that found the public perceives the ag industry as unsustainable and environmentally harmful and its clear that we have a serious gap to address. Sustainability and the environment are not only top-of-mind issues for those that work in the industry they are also top-of-mind topics for the consumer says Dr. Cami Ryan Social Sciences Lead at Monsanto Canada. The problem is that approximately two per cent of the population in North America is responsible for farming and food production which leads to a broader society that is largely disengaged from and often misinformed about food production processes. Dr. Ryan believes that its more important than ever for those of us in the industry to reach out to the consumer to talk about what were doing to produce food in a responsible and sustainable way. If we dont engage and actively listen then the risk is that farmers wont have the freedom to choose the tools they want and need to grow food for you me and the rest of the world says Dr. Ryan. Yes we need to be equipped with facts and evidence but more importantly we need to reach out to others and share our passion for food and agriculture through personal anecdotes and stories. This is an extremely powerful proven approach and will go a long way to bridge the current divide. The good news is that the idea of sharing the sustainable side of agriculture is starting to catch on. Alberta producer and social media agvocate Jay Schultz WheatlanderJay isnt afraid to wade into discussions on sustainable ag and he encourages others to do the same. Agriculture is a dynamic industry and is continuously evolving. What works in one region or sector doesnt always work in another. But one thing that we have in common is that we all want to be good stewards of the land says Schultz whose wife operates the popular blog Nurse Loves Farmer. We need to communicate that passion for what we do coupled with a continued openness to learn and adapt. If we do this well ensure increased market access and overall long-term health of the environment and our businesses. According to a recent study conducted by the Canadian Federation of Independent Business 95 per cent of Canadian producers are taking action to protect the environment. Speak up about sustainable agriculture Start talking about sustainability today. For more information and tools check out our resources at AgMoreThanEver.ca.