Agriculture and Agri-Food Canada

Agriculture and Agri-Food Canada

February 10, 2011 09:40 ET

Canada's Economic Action Plan Helps Pulse Industry Market Their Sustainable Practices

TORONTO, ONTARIO--(Marketwire - Feb. 10, 2011) - Agriculture Minister Gerry Ritz applauded Pulse Canada for helping farmers turn their environmental report card into a better bottom line. Pulse Canada released their Measuring Sustainable Agriculture report today, which was funded in part by the Agricultural Flexibility fund under Canada's Economic Action Plan, and outlines how the pulse industry and other agriculture sectors can better market their products by highlighting their sustainability and environmentally friendly practices.

"Canadian farmers, producers and processors have always been tremendous caretakers of our land and their products will be more desirable by marketing them this way to the world," said Minister Ritz. "Pulse Canada's sustainable marketing strategy is a perfect example of the tangible results that the Agricultural Flexibility fund is delivering to farmers."

Throughout this project, Pulse Canada met with stakeholders and consumers along the value chain, including key players in the food processing sector, to undertake discussions around sustainability – what it means for the marketplace and what it means for the Canadian agriculture sector. They discovered how leading companies and organizations are making sustainability a top priority and how to use these efforts to market products and return more dividends at the farm gate.

"For Canadian agriculture to be responsive to consumer demands, we have to understand how sustainability is being measured and then rate and improve our performance," said Gordon Bacon, CEO of Pulse Canada. "This is the kind of market development work that allows an industry to remain competitive in the future. We very much appreciate the partnership with the Government of Canada that allowed us to complete this project."

Four elements emerged as highest priority for measurement of sustainability, both from the production and processing chain, and by end users. These are: (a) greenhouse gas emissions (b) impacts on water (c) impacts on biodiversity, and (d) factors that are driving at the core issue of soil health.

The Agricultural Flexibility fund was designed to improve the sector's competitiveness and help the sector adapt to pressures, reduce costs of production, improve environmental sustainability, promote innovation and respond to market challenges.

Contact Information

  • Agriculture and Agri-Food Canada
    Ottawa, Ontario
    Media Relations
    613-759-7972
    1-866-345-7972
    or
    Office of the Honourable Gerry Ritz
    Meagan Murdoch
    Press Secretary
    613-773-1059