Farm Credit Canada

Farm Credit Canada

May 28, 2012 08:08 ET

FCC supports initiative to improve perceptions of agriculture

REGINA, SASKATCHEWAN--(Marketwire - May 28, 2012) - Canadian producers are invited to share their stories of pride about living and working in the agriculture industry on Facebook, Twitter and a new website called

Agriculture More Than Ever is a multi-year initiative to change perceptions about agriculture. It's designed to close the gap in perceptions between producers and the public. A Farm Credit Canada (FCC) survey of 4,500 producers and agribusiness operators revealed that 80% feel their farm or business will be better off in five years and 79% would recommend a career in an agriculture-related field. Although most producers are optimistic, they tend to downplay what they love about the industry when talking about it. So perhaps it's no surprise that a recent survey of the Canadian general public revealed a prevailing assumption that agriculture was unlikely to have a bright future. It's this disconnect that Agriculture More Than Ever is designed to address.

"Image matters. To attract the people, skills and investment needed to meet the growing demand for food, those of us involved in agriculture have a responsibility to promote the industry," said Greg Stewart, FCC President and CEO. "As Canada's leading agriculture lender, FCC is uniquely positioned to support an effort to improve perceptions Canadians have about an industry that contributes $130 billion dollars to our national economy. This doesn't mean there aren't industry challenges, but overall, the future of agriculture has never looked more promising."

Changing perceptions is an industry-wide initiative.

"FCC is excited to work with partners across the industry to show Canadians that agriculture is modern, vibrant and diverse which provides tremendous business and career opportunities," said Lyndon Carlson, FCC Senior Vice-President, Marketing. "We look forward to engaging farmers and agribusiness professionals across the value chain to share the stories behind the industry and enlighten Canadians about Canada's role as one of the world's leading food-producing nations."

Agriculture is a major economic force in Canada:

  • The agri-food industry is Canada's largest employer, accounting for one in eight jobs or 2.2 million people.
  • Canada is the fifth largest exporter of agri-food and seafood products in the world. Agriculture accounts for more than $44 billion in exports.
  • 97% of population growth over the next 20 years will take place in developing countries. When those countries gain additional income, they will spend it on food. Canada is one of few countries that can deliver.

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


As Canada's leading agriculture lender, FCC is advancing the business of agriculture. With a healthy portfolio of more than $23 billion and 19 consecutive years of portfolio growth, FCC is strong and stable - committed to serving the industry through all cycles. FCC provides financing, insurance, software, learning programs and other business services to producers, agribusinesses and agri-food operations. FCC employees are passionate about agriculture and committed to the success of customers and the industry. For more information, visit

Contact Information

  • For more information, or to set up an interview,
    please contact: Farm Credit Canada
    Eva Larouche (bilingual)
    Senior Strategist, Media Relations and Social Media