GrainsWest Spring 2020

Spring 2020 grainswest.com 31 BY IAN DOIG • PHOTO: SHUTTERSTOCK consumers may adopt personal dietary plans that include, for example, probiotics and CBD products. Another trend in its infancy the report identifies is environmen- tal-impact or climatarian eating. Eating based on carbon foot- print and a desire to minimize environmental impact has appeal across demographics. “For boomers it’s about personal health, but for Gen Z and millennials, it’s about the health of the planet,” saidMcArthur. “I can see it coming down the road. Consumers will start to make choices based on that.” IN FARMERSWE TRUST As consumers navigate the ebb and flow of these trends, the one reliable beacon of trust they cite is farmers. “That should never be taken for granted,” said Forrest. “It’s a massive opportunity for Canadian agriculture to really step into this next decade as a new golden era of world-class food and crop production.” More than that, the country itself has a sterling reputation on the global stage. It’s not just farmers who are trusted, but the Canadian agricultural brand, saidMcArthur. “Globally, it’s seen as the gold standard. There’s huge, huge trust.” It’s a solid one- two punch: Canadian farmers grow premium commodity crops, and healthy eating can deliver long-term results in the way the latest miracle diet can’t. Canadian farmers will have substantial, sustained leverage in shaping and responding to food trends. Communicators such as andMcArthur and Forrest have plen- ty to work with in crafting this response. “We see a really amaz- ing story to tell here,” said Forrest. It’s one of rising technology hubs working to advance every aspect of food production. It’s about farmer adoption of field practices that benefit soil, water and air as well as precision technologies that enable targeted weed and pest control. “All of this world-leading work has been done by farmers and their commodity associations on the sustainability and en- vironmental side,” said Forrest. “It’s now our job to ensure our message resonates with consumers in a way that’s meaningful and relevant to their daily lives. As a mom or dad who wants to provide affordable, healthy and ethically sourced food for their family, there’s a really great story there to tell.” As food trends are largelymotivated by the desire for healthy eating, Canadian agriculture’s trusted brand can resonatewith international consumers.