Farm Credit Canada

Farm Credit Canada

June 20, 2013 04:30 ET

Agriculture More Than Ever marks first anniversary

REGINA, SASKATCHEWAN--(Marketwired - June 20, 2013) - Agriculture More Than Ever marks its first anniversary at Canada's Farm Progress Show (June 19-21) by introducing more opportunities for individuals to be involved in the industry-wide initiative. Agriculture More Than Ever is a multi-year initiative to improve perceptions and create positive dialogue about Canadian agriculture.

"Industry partners have provided a great foundation for showcasing and speaking positively about agriculture. We are beginning to see industry conversations shift from challenges to opportunities," said Lyndon Carlson, Senior Vice-President of Marketing for Farm Credit Canada (FCC), the organization that spearheaded the cause. "Now, the time is right to encourage more individuals to join industry partners in speaking up and speaking positively."

Producers are not only feeling more positive about Canadian agriculture. They are also more likely to share these positive feelings with others, according to an FCC national survey conducted in March 2013.

This is good news because agriculture needs the voice of producers and everyone involved in it to promote the economic sector as a modern, dynamic industry to attract the people, skills and investment needed for the industry to reach its full potential. This was the catalyst behind Agriculture More Than Ever's introduction.

"Image matters and we need everyone involved in agriculture to look for ways to talk about the optimism and celebrate opportunities in the industry," Carlson said. About one third of the 1,300 producers, agribusiness and agri-food operators surveyed indicated they knew about the initiative aimed at improving perceptions of agriculture in Canada.

Until now, the focus has been on securing agriculture industry association, business, trade show and media partners, with great success. Key accomplishments from Agriculture More Than Ever's first year include:

Agriculture More Than Ever has resonated with producers, who have been given a platform to share their positive stories about the industry they love. A more concerted effort will now be made to encourage and support partners in getting more actively involved in championing the cause.

"Perceptions of Canadian agriculture are changing thanks to the Agriculture More Than Ever initiative," said Rob O'Connor, Show Manager, Canada's Farm Progress Show. "From industry leaders to individual producers, we can all contribute to raising awareness of agriculture's significant contributions to Canada and the rest of the world."

Canada's Farm Progress Show is honoured to have hosted a lunch and learn on Wednesday June 19 featuring special guest speaker Lyndon Carlson as part of our way to celebrate the first Anniversary of this great cause. "Today, as another show of support, show volunteers will be wearing a special Ag More Than Ever t-shirt," O'Connor said.

"We are asking people to join us as ambassadors of our industry," said Portia MacDonald-Dewhirst, Executive Director of Canadian Agricultural Human Resource Council. "We want people to show their pride and passion for what they do and help spread the word that the future of agriculture in Canada has never looked brighter."

Partners will continue to be integral to the Agriculture More Than Ever cause. To provide additional options for those who want to show their commitment to speak up and speak positively, Agriculture More Than Ever recently added an agvocate sign-up to the website. Those who sign up will receive regular updates about resources and tools to help them advocate on behalf of Canadian agriculture. They will also have their names displayed on the website.

Aside from sharing their stories on Facebook, Twitter and the website, individuals can also access the following new social media tools to show their pride for the industry:

  • A Twibbon - a small icon that can be added to your Facebook and Twitter profile.
  • Facebook cover photos - images featuring ag-proud messages, images and facts about a variety of ag sectors. They also feature the Ag More Than Ever hashtag (#AgMoreThanEver) and logo.
  • Twitter header photos - a variety of ag-proud messages and images that represent different ag sectors that can be used as a Twitter background.

To get these resources, visit The latest Agriculture More Than Ever video highlighting the accomplishments of the cause in its first year can be viewed at:

Canadian agriculture is a modern, vibrant and diverse industry, filled with forward-thinking people who love what they do. For the industry to reach its full potential and to ensure its long-term viability, Agriculture More Than Ever asks those involved in the industry to champion agriculture by engaging in more frequent discussions regarding what's going well within the industry - filling in information gaps, responding to misguided perceptions and telling the success stories about the industry, online and offline. The story of Canadian agriculture is one of success, promise, challenge and determination. The greatest storytellers are the 2.2 million Canadians who live it every day. To join the cause or learn more, visit:

Twitter: @AgMoreThanEver / Facebook:

Contact Information

  • To set up an interview:
    Eva Larouche (bilingual)
    Senior Strategist, Media Relations and Social Media
    Farm Credit Canada