Home Crop Monitoring Going for gold in agrifood requires these four steps

Going for gold in agrifood requires these four steps



By Invoice Greuel

Canada must cease being comfy.

That’s a daring assertion, however one I consider to be true if we’re going to attain the bold targets our agrifood sector aspires to.

We regularly speak about Canada taking our place atop the rostrum as probably the most dependable and most popular provider of protected, nutritious meals. I absolutely consider that we will get there – and that we need to be there – however we received’t get there by doing what we have now at all times performed.

If I look to the superb athletes at present competing on the Tokyo Olympics, I can assure that they didn’t attain the rostrum by following my health routine, or by staying inside their boundaries. As a substitute, they’re pushed to constantly attain that subsequent degree. They do this by taking a holistic method to optimize their efficiency – from diet, to coaching, to relaxation, to psychological preparedness, to their very own drive – it isn’t one single component that propels them to the highest. It’s a well-thought-out mixture of actions, undertaken with intent to attain the purpose of standing on the rostrum.

I consider that Canada’s agrifood sector must take an identical method. And step one is to cease being comfy with what we have now. No-one reached the highest of the rostrum by staying in their consolation zone.

I’m happy with Canada’s agrifood sector, as all Canadians must be. We now have achieved lots. We now have confirmed to be leaders of innovation, fast to undertake new expertise and practices, resilient and resourceful. However if you happen to take a look at the worldwide stats, we’re not the place we must always we be.

In reality, we haven’t even made the medal spherical.

Ted Bilyea, on whom I’ve come to rely for recommendation and to stretch my considering lately, put a sobering statistic in entrance of me some time again. In 1992, as a nation, we imported 15 per cent of our complete meals worth, by 2020, that quantity has grown to 31 per cent.

Our ingredient and meals processing capability is declining as we’re watching the worldwide explosion of plant-based meals, we want a course correction.

From my wheelhouse in the plant-based meals sector, we have now set an bold goal of $25 billion in gross sales by 2035. To consider that one other manner, we consider we will provide considered one of each 10 plant-based meals around the globe in lower than 15 years. We now have heard overwhelming assist for this goal. The sector is galvanizing across the ambition.

To get there we have to cease being comfy and we have to cease being proud of “good enough”.

Particularly, we have to:

  • Really embrace transferring previous bulk commodity exports. The energy of Canada’s commodity manufacturing is the inspiration of our agrifood sector and can proceed to be. Nevertheless, we have to cease accepting that Canada can solely be a supplier of bulk commodities and actually embrace the advantages of value-added manufacturing. The advantages are many, however particularly embrace safety from commerce disruptions, a safe home provide chain and more cash for Canadians. This appears to be a dialog that cycles each few years, however one which we wrestle to maneuver previous.
  • Use our regulatory system as an financial driver. Not solely does our regulatory system have to make sure that we have now protected meals, nevertheless it additionally must be acknowledged for what it may be – a sign to the world that Canada is a pacesetter in ingredient and meals manufacturing. In case you look to a few of our opponents in the plant-based world, equivalent to Singapore, they’ve signalled that they’re supporting progressive options for meals manufacturing with their nimble and responsive regulatory system. They’ve moved themselves to the highest of the rostrum because the place to take a position by being daring. Canada must do the identical. We have to use our regulatory system to speed up and allow the event of plant-based meals. If we don’t, we’ll see firms – and their capital – go elsewhere.
  • We have to work collectively – that is Staff Canada. This isn’t a nationwide competitors in which every province is competing in opposition to one another for the nationwide title. That is a world competitors, and one we’ll solely win by unifying beneath the maple leaf. That is about bringing all our strengths from coast-to-coast, from all ranges of presidency and from throughout the worth chain to place Canada atop the rostrum. The chance in entrance of us is big – for our complete business –however we’ll solely win by constructing a nationwide group and taking a nationwide method. Individually we’re good. Collectively we’re superb.
  • It’s greater than cash. This one could appear counterintuitive – and I’m not saying continued monetary funding into innovation isn’t obligatory – it’s. However we received’t attain our purpose with cash alone. Return to my authentic analogy and all the things an athlete does to prepare for the Olympics: not one component is sufficient to be the very best. Investing alone is not going to put us atop of the rostrum. We have to take into account the numerous elements – equivalent to our regulatory atmosphere, funding into utilities and transportation, entry to expertise and capital – to personal the rostrum. Our authorities companions and business actually have to work collectively to create significant partnerships to assist the expansion and transformation of our sector.

One must look no additional than Canada’s “Own the Podium” program to grasp what a coordinated, collaborative method to excellence can obtain. In 2002 on the Salt Lake Metropolis Olympics, previous to this system’s inception, Canada earned 17 medals. On the 2018 PyeongChang Olympics, 14 years after this system was created, Canada earned 29 medals — a 70 per cent enhance. So whereas a comparability to medal counts from a winter Olympics to Canada’s agrifood sector will not be the very best distinction – I consider there are classes we will take from our Olympic athletes – to place us atop the rostrum.

Be daring. Be bold. Be proud. And cease being comfy.

— Invoice Greuel is CEO of Protein Industries Canada. This publish first appeared on LinkedIn and is reprinted with permission


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