Across much of Canada, many communities have seen an influx of newcomers working remotely because of the COVID-19 pandemic. It’s a trend that many in the real estate industry predict will continue. More people will choose to work remotely, they believe, because of the affordability and spaciousness available in areas away from major urban centres.
These shifting demographics in rural areas and our small towns will present both opportunities and risks for farmers.
“This trend could help save small towns, bringing more business and opportunities to Canada’s farmers,” says Heather Watson, executive director of Farm Management Canada (FMC), a national organization dedicated to the development and delivery of information and tools to support farm businesses.
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“More non-farm people living in rural areas may spur investment in rural communities for everyone’s benefit — improving infrastructure and services — and create new business and employment opportunities beyond agriculture and agribusiness,” continues Watson.
But, she cautions, this influx of new people could also create challenges for farmers, and the urban exodus has been identified as a potential risk by participants in FMC’s training program, Roots to Success Managing Farm Risk.
Watson outlines some of the potential areas of friction when non-farm people move into rural areas in increasing numbers. For starters, the new people may hold different values and expectations about community living, norms for social interaction and acceptable agricultural practices. “They may have little knowledge or understanding of agricultural practices and the realities of rural living such as smells, sounds and road use,” she explains. Such gulfs could lead to farmers being questioned about their production practices.
Also, the political orientation of the community could shift if an increasing number of non-farm residents hold views that are not in the best interest of farmers, continues Watson. An increase in restrictions or pressure resulting from a changing community demographic could compound the already heavy mental stress experienced by farmers.
Finally, farmers who choose to adopt new practices or change their operations to seize new market opportunities or respond to pressure, will face increased risks during the transition phase.
Watson says a change in local demographics is just one of the many possible risks and opportunities that farmers will face, they need to consider what the impact may be on the farm operation’s business environment. It’s another good reason, she says, for farmers to do an annual review of their strategic plans, assessing new opportunities and threats against their strengths and weaknesses.
To get a sense of what’s changing and at what pace, Watson says, it’s a best management business practice to strengthen ties with the local community by getting involved in local initiatives.
Preparing themselves for the potential questions or unrealistic expectations of non-farm people is another way to reduce risk exposure, says John Jamieson, CEO of the Canadian Centre for Food Integrity (CCFI), a national charity with membership from the entire ag and food value chain that aims to build trust in Canada’s food system.
According to CCFI research, most of the public’s concerns — environment, climate change, animal welfare, pesticides and GMOs — fall under the umbrella of sustainability, and organizations such as Farm & Food Care in Ontario, Saskatchewan and Prince Edward Island actively produce resources that the public can digest. Jamieson suggests farmers have a look at these materials to see what works when it comes to connecting with the consumer.
Farm & Food Care Ontario communications manager Madeline Rodrigue says thousands of farmers have received training through the organization to help them learn how to talk to the public and answer questions.
Rodrigue offers several tips for how to interact with the non-farm public:
Listening is the most important step. “Really listen to that person and get to the root of their concern and understand where it’s coming from. These are people trying to make the best choices for their families like we try to make for our families,” she says.
Look for common ground. “We want healthy, nutritious food for our families and so do they,” Rodrigue adds.
Don’t get into an argument. Rodrigue explains that sometimes when people ask questions, they’ve actually already made up their minds. “It’s better to politely end the conversation and move on to someone who does want to learn. Ignore the trolls, those who want to get a rise out of you. Stick to those open to learning.”
Focus on telling your own story, she adds. “Acknowledge where you’ve been and where you’re going. Agriculture isn’t perfect and there is always room for improvement. Talking about that growth will be more authentic.”
Jamieson agrees. “Talk about what you do yourself. That’s where the trust comes in. Farmers know their farm better than anyone. They can tell their own story better than anyone.”
But don’t get too caught up in making your case. “You want to avoid a situation where you give information that isn’t accurate,” warns Rodrigue. “You don’t want to give the impression that we aren’t trustworthy.”
Don’t fall into the trap of trying to defend all of agriculture, continues Rodrigue. “Farming is very specialized and you may not have the knowledge to talk about other sectors.” She recommends taking the person’s contact info and passing it on to someone more knowledgeable on the issue. “A farmer can be a gateway,” agrees Jamieson.
Also avoid getting too technical, cautions Jamieson, who says that CCFI research shows most Canadians know very little about modern food production although they are interested in learning more.
Jamieson says the public is getting more accepting of modern technology in agriculture but there is a widespead idea that agriculture has been taken over by big corporations. He recommends letting people know that most farms in Canada are still family farms even if they are incorporated.
There’s a high level of public trust in farmers but people want farmers to be open about what they do, says Jamieson. “They want transparency.”
Watson agrees, adding that as demand for transparency about their operations increases, farmers should consider documenting and publicizing how their activities are conducted.
Engage the community to educate newcomers to the realities of farming, says Watson, maybe by organizing an annual open-door event, if permitted, or directing them to the virtual equivalent.
“The people asking questions probably have a skewed idea of modern food production,” continues Jamieson. Many have a nostalgic notion of the mixed farm as it looked in the 1950s with chickens running around. Jamieson admits agriculture is sometimes guilty of promoting this outdated image. “Sometimes we do it to ourselves.”
“You can explain that the old barn wasn’t as good for the farmer or the animals,” Jamieson suggests. “That’s not how we (will be able to) feed the world. Or Canadians.”
Resources
- Agriculture More Than Ever
- AgriResponse (a website for Canadian farmers to provide access to expert advice, resources and tools to respond to farm risk)
- The Canadian Centre for Food Integrity
- Farm & Food Care (w/links to Farm & Food Care Ontario, Farm & Food Care Saskatchewan, Farm & Food Care PEI)
- Farm Management Canada: National Risk Management Programs
- Virtual Farm Tours (Farm & Food Care Ontario)
