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GRAIN FARMERS OF ONTARIO
2016 ANNUAL REPORT
Strategic
Development
TODD YOUNGHANS,
VICE PRESIDENT,
STRATEGIC DEVELOPMENT
THE STRATEGIC DEVELOPMENT
area of Grain Farmers of Ontario is evolving to
meet the needs of our farmer-members
and address their needs.
Over the past year there has been a strong
emphasis around ‘social license’. Consumers
are demanding more information about how
their food is produced; in the absence of a
clear pro agriculture voice, anti-science/
environmental activists are filling this
information void and are threatening our right
to farm. The ability to tell the positive story
of modern agriculture is essential and will be
a major focus moving forward. Within the
strategic development area of Grain Farmers of
Ontario there is the opportunity for shared
leadership on developing and implementing
a strategy to drive public acceptance.
On the research front, there is a lot of work
that must be done behind the scenes to
ensure farmers have the right tools to utilize
and adopt best management practices. The
successful adoption of sustainability programs
will help us maintain markets domestically and
internationally. And our ability to communicate
all of these actions will influence consumer
perceptions of our industry.
With this in mind, our research department
has revamped its approach to more directly
apply field research for our farmer-members
benefit. Research results influence best
management practices (BMPs) as they relate
to some key sustainability issues, such as
nutrient management. That’s why we
specifically requested researchers submit
their phosphorous projects for funding under
our 2015 call for proposals. Four projects
were accepted for funding. It’s one example
of how we can show the government and
other stakeholders that we are taking
leadership on an issue. If we can offer a
developed stance on an emerging issue, we
can better influence decision making.
That’s also why sustainability continues to
have a dedicated focus within our market
development department as well. Grain Farmers
of Ontario representatives have key advisory
roles on several government/industry
partnerships which have the potential to
influence how we farm in the future. With
several different sustainability programs
being developed globally, we initiated a
comparison study to ensure our farmer-
members are participating in the right
programs to highlight the good work
already being done on farms and assess
the difficulty in complying with each
program’s documentation.
Several other key milestones within market
development include finalizing plans for the
grand opening of the Grains Analytical
Testing Laboratory in early fiscal 2017 and
continuing our partnership with Trent University
that will focus on the commercialization of
bio-based technology.
For the second year in a row, Grain Farmers of
Ontario was recognized by the Canadian Agri-
Marketing Association — this time for social
media. This is a testament to how well we
present our brand and the connection we
have built with consumers. In addition to
building a strong relationship with the
non-farming public, the Communications
department also established new connections
with mainstreammedia through two celebrity
events that garnered widespread coverage.
In fiscal 2016, we welcomed new farmer-
members with representation for barley and
oats. The inclusion of these crops within our
mandate triggered a corporate rebranding
effort. Our truck and event trailers were
redesigned with new crop images; our
information brochures were edited to include
production and end use information for barley
and oats, and new event displays were created.
The addition of barley and oats also expanded
our research focus and the first funded projects
are now underway.
Grain Farmers of Ontario staff are well
positioned to maintain our social license and
ensure our farmer-members continue to have
the best resources and operating environment
for their farms.
The Strategic Development division of
Grain Farmers of Ontario includes the
management areas of Communications,
Market Development, and Research.
Todd Younghans took on the role of vice
president strategic development in
January 2016.
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