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2018 Calgary Stampede International Agriculture and Agri-Food Profile

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A G R I C U LT U R E A N D A G R I-F O O D2018 ISSUEVOLUME 26Hon. Lawrence MacAulay, P.C, M.PM I N I S T E R O F A G R I C U LT U R E AND AGRI-FOODON BEHALF OF THE…
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A G R I C U LT U R E A N D A G R I-F O O D2018 ISSUEVOLUME 26Hon. Lawrence MacAulay, P.C, M.PM I N I S T E R O F A G R I C U LT U R E AND AGRI-FOODON BEHALF OF THE GOVERNMENT OF CANADA, I’D LIKE TO WELCOME OUR I N T E R N AT I O N A L G U E S T S T O C A N A D A A N D T O T H E 2 0 1 8 C A L G A RY S TA M P E D E . Congratulations to the International Agriculture and Agri-Food Committee for its continued great work in welcoming the world to the Calgary Stampede, fostering new business opportunities, friendship and cultural understanding. For over 100 years, the Stampede has served as an ambassador for Canadian agriculture, showcasing our top-quality livestock, agriculture and food products. I was proud to welcome my Mexican counterpart to last year’s Stampede, as part of the Government of Canada’s commitment to help international visitors meet their customers’ needs with our world-class Canadian agriculture and food products. I encourage you to visit the International Room, proudly supported by our Government, to help you tap into everything Canadian agriculture has to offer. This year marks the launch of the five-year Canadian Agricultural Partnership, a bold new vision that will support innovation, sustainability and stronger trading partnerships, driving economic growth here in Canada and around the world. In Canada, we have set a target of $75 billion in agriculture and food exports by 2025, and there’s no doubt our valued international business here at the Stampede will help us get there. Welcome to Calgary and enjoy the Stampede — The Greatest Outdoor Show on Earth!ABOUT THE COVER:Just as agriculture lies at the heart of Calgary Stampede, so too, does the working ranch horse lie at the heart of working cattle ranches across Alberta. We are proud to profile “Chello,” the emblem of a true working ranch horse in Alberta, as the choice of our Profile magazine 2018 cover. Captured by renowned Southern Alberta artist, Shannon Lawlor, the painting was inspired by the buckskin horse, Oro and his owner, working cowboy, Drew Lindberg. They both caught Lawlor’s eye at a ranch rodeo at the historic Bar U Ranch, located near Longview, Alberta, last summer (2017). “It was apparent to me by looking at this horse and his rider that everything was right. It was peaceful and quiet. It was the real deal. Drew was a great horseman that you could tell had a wonderful relationship with his horse. I photographed them at the Bar U Ranch and I couldn’t stop thinking about it — which is the image that you see in this painting. To me, this horse is the epitome of the western horse — a great disposition with athletic ability and a good mind. This painting is a poignant tribute to the true working ranch horse as well as the western and vaquero lifestyle.” A former exhibitor at the Calgary Stampede Western Art Showcase from 2008 – 2015, Lawlor is also the acclaimed Calgary Stampede Poster artist of 2017 and 2018. PROFILE 2018 1the Honourable Oneil CarlierHis Worship Naheed K. NenshiM I N I S T E R O F A L B E R TAM AY O R O F T H E C I T YA G R I C U LT U R E A N DO F C A L G A RYF O R E S T RYAs Minister of Agriculture and Forestry, it is my pleasure to extend greetings on behalf of the Government of Alberta.The Calgary Exhibition and Stampede is a premiere showcase of Alberta’s outstanding agriculture community.Not only is agriculture an important part of our province’s history, it’s also a crucial contributor to Alberta’s economy, generating nearly $10 billion in exports each year and employing more than 73,000 people. That success wouldn’t be possible without the producers and agri-businesses who exemplify the hard work and ingenuity for which Alberta is known. I would like 1o thank the volunteers of Stampede’s Agriculture and Agri-Food Committee for their dedication and hard work. I believe we share a goal of supporting a thriving and sustainable agriculture industry that will continue to diversify our economy and be a leader in the global agricultural sector.2 I N T E R N AT I O N A L A G R I C U LT U R E A N D A G R I - F O O D C O M M I T T E EOn behalf of my City Council colleagues and the citizens of Calgary, I am pleased to welcome you to the 2018 Calgary Stampede.Over the course of the last century, the Calgary Stampede has been a pillar – not only in our community, but for the agricultural industry as a whole. This has been a meeting place for producers from around the world to come together, share ideas, foster relationships and create business opportunities.Through the hard work of the International Agriculture and Agri-Food Committee (IAC), the Calgary Stampede also provides an incredible opportunity for Alberta’s agricultural community to showcase all that our province has to offer on the international stage.I commend the volunteers for their hard work and dedication and I thank the Calgary Stampede for its continued commitment to promoting agriculture.David SibbaldDr. Aaron Grant,PRESIDENT AND CHAIRMAN O F T H E C A L G A R Y S TA M P E D EPhDC H A I R O F T H E C A L G A RY S TA M P E D E I N T E R N AT I O N A L A G R I C U LT U R E A N D AGRI-FOOD COMMITTEEOn behalf of the entire Calgary Stampede family, I’m pleased to extend my greetings to readers around the world. I’d also like to invite you to experience and enjoy Calgary’s authentic western hospitality at the Calgary Stampede in July.The Calgary Stampede is an annual celebration of community spirit and western tradition that welcomes more than one million visitors every year, and throughout our 106-year history, animals and agriculture have been at our heart. They remain the number one reason people from our community and around the world come to experience the Calgary Stampede year after year.But just as my own family’s ranching lifestyle has evolved over five generations, so has the Calgary Stampede. In changing times and landscapes, the Stampede has been able to take advantage of the opportunity to do things differently, while respecting our western heritage. In 2018, the spotlight will be on our stateof-the-art Western Event Centre as it showcases and elevates agriculture and western events like never before. I’m so proud of the Stampede’s agriculture-based volunteer committees for the role they have played in making this event happen, and for the work they continue to do to present incredible competitions and exhibitions during the Stampede festival and throughout the year. Stampede volunteers’ dedication, expertise and enthusiasm are invaluable as they help guests make rural connections and better understand where food comes from. I’d also like to recognize the Stampede’s International Agriculture and Agri-Food Committee responsible for this publication, for its passion and dedication to bringing people with common interests in agriculture together. The committee remains a leader in educating national and international audiences on agriculture and sustainability, and works hard to foster relationships with individuals and organizations from around the world. I commend the committee members for their important role at the Calgary Stampede. I encourage you to experience Calgary’s western hospitality by joining us for the 2018 Calgary Stampede, July 6 – 15. I’d also like to invite you to join us in the International Room — a dedicated space for agricultural producers from around the world to come together and share meaningful conversations about agriculture and our shared future. I hope to see you in July! The Calgary Stampede International Agriculture and AgriFood committee (IAC) is proud to present the 2018 edition of Profile magazine. We hope that Profile gives you insight into the various aspects of Alberta’s agriculture and food industries, while providing enjoyable reading along the way.The IAC is comprised of a diverse group of volunteers that share a passion for promoting Alberta agriculture and its related food industries. Our mission is to bring members from the world’s agriculture community together to share ideas, facilitate business opportunities, and foster friendship and cultural understanding. For over 35 years, we have strived to accomplish this mission by providing the most informative and enjoyable programs possible. A few favourites are the International Reception, Profile magazine publication, Agritrade Symposium and International Lounge, which hosts thousands of international guests and agri-food enthusiasts from around the globe during the annual Stampede festival. The International Agriculture and Agri-Food Reception during the annual Calgary Stampede festival brings industry leaders, government officials and dignitaries together for an evening of interaction, communication and festivity with the goal of inspiring people to promote and enhance agriculture and its related industries. Over the past few years, McDonald’s Canada has been the title sponsor of this event and has helped elevate it to a ‘can’t miss’ industry affair. We are extremely thankful for their continued support.Once again, the IAC is proud to partner with the Mexican Consulate to host the 2018 Agritrade Symposium. Given the recent North American trade discussions, this should prove to be an incredibly informative event that will include government and trade officials from both countries. This event is quickly becoming a signature program, as it continues to evolve and expand. We wish to thank our sponsors for their support throughout the years. Without them, we would not be able to provide these quality programs. On behalf of all of the members of the International Agriculture and Agri-Food Committee, thank you for taking the time to enjoy Profile and for being an agriculture and agrifood enthusiast. We hope you’ll say hello if you visit the Calgary Stampede this July 6 – 15, 2018.PROFILE 2018 3The Calgary Stampede International Agriculture and Agri-Food Committee W E A R E C O M M I T T E D T O S H O W C A S I N G A L B E R TA A G R I C U LT U R E , A G R I - F O O D A N D T H E C A L G A R Y S TA M P E D E T O T H E W O R L D . O U R C O M M I T T E E I S F O C U S E D O N B R I N G I N G M E M B E R S O F T H E G L O B A L A G R I C U LT U R E C O M M U N I T Y T O G E T H E R T O S H A R E I D E A S , FA C I L I TAT E B U S I N E S S O P P O R T U N I T I E S , A N D T O F O S T E R F R I E N D S H I P A N D C U LT U R A L U N D E R S TA N D I N G . Toni DixonDr. Aaron Grant, PhDCherie Copithorne-BarnesJohn ArnoldBrent DifleyRobert WiseDina SutherlandSusan PetersonJoan CoolJohn FinnLeah JonesHolly NicollKerry TowleBryan WaltonLaura LaingTerry AndryoPaul BarkerPenny BlackwellDave CollinsScott ExnerGraeme FinnBarry BennettRamon FosadoCandace GrimesSusan GroeneveldKerrie HarvieGeorge JacksonPatti JamesKeith JonesLarry KonschukLarry KoperJohn LeeAnila Lee YuenSyd LoeppkyKim McConnellRavinder MinhasSheila MorisonJenn NorrieRanjan PantDave PhillipsChristie SimpsonRick SmithJan WarrenTina ZakowskyDirector, Calgary Stampede Board Director, Calgary Stampede Board Events LeadAgri-Food Initiatives Lead4 ChairDirector, Western Events and Agriculture Sponsorship Lead Agritrade Seminar LeadI N T E R N AT I O N A L A G R I C U LT U R E A N D A G R I - F O O D C O M M I T T E EVice-ChairManager, Agriculture and Event Presentation Strategic Planning & Innovations Lead Profile Magazine EditorVice-ChairProgram ManagerCommunications LeadCONTRIBUTORS:Kristina Barnes Kristina Barnes is the communications manager for Western Events and Agriculture at the Calgary Stampede.Lisa SkierkaSHOWCASING AND PROMOTING THE ALBERTA AGRICULTURE AND AGRI-FOOD INDUSTRY TORobin GaleyTHE WORLD. The Profile magazine is distributed throughout Alberta and across Canada to agriculture and agri-food producers, associations and industry representatives. Shared worldwide with friends of the Calgary Stampede, it is distributed at major North American and International stock shows and agricultural associations, embassies, consulates and trade offices. EDITOR:Laura LaingLaura Laing is a public relations and marketing and communications consultant, who specializes in agriculture. In addition to her role as Owner and President of L.L Communications Corp., Laura is a cattle producer, who along with her husband, own and operate Plateau Cattle Company, just West of Nanton, Alberta, where they sustainably raise world-class, Alberta beef.PUBLISHER:The Calgary Stampede International Agriculture and Agri-Food Committee (IAC) IAC COMMUNICATIONS AND SOCIAL MEDIA TEAM: Penny Blackwell Susan Groeneveld Laura Laing Holly Nicoll Jenn Norrie Ranjan Pant Tina Zakowsky PHOTOS COURTESY OF: Calgary Stampede Archives Canadian Beef Marketing Fairmont Banff Springs The Office of the Governor General of Canada Holly Nicoll Anthony Houle Shannon Lawlor Virginia Wishart Jessica Lindberg Lori Loree Potato Growers of Alberta ShowChampions, Inc. Virginia Wishart Graphic Design: Eldon B. Rice Designs Production: Write Said Red MarComms Printer: West Canadian Digital Imaging Inc © 2018 Calgary Stampede International Agriculture and Agri-Food Committee (IAC). All rights reserved. Reproduction or reuse of any information in this publication, in whole or part, without the express written permission of the publisher is strictly prohibited. While all reasonable care is taken in the preparation of this publication, the IAC cannot be held responsible for unintentional errors or omissions.Calgary writer Robin Galey investigates diverse topics from agriculture, health and the environment.Honora Jackson Roe Honora Jackson Roe is an analyst for the Farm Management Consulting team at MNP in Red Deer, Alberta. With a M.Sc. in Sustainability and Management and a B.Sc. in Agriculture Business, she is passionate about promoting sustainable agriculture. Bryn Lukowiak Bryn Lukowiak is a public relations specialist at AdFarm and a frequent contributor to agriculture publications. She is an active member of the Alberta agriculture community — sitting on the board of Alberta Young Speakers for Agriculture and volunteering as vice-chair of the Calgary Stampede’s Agriculture Media Committee. Holly NicollHolly Nicoll grew up on a cattle ranch west of Calgary. She currently works for Nufarm Agriculture and is in her 8th year of volunteering at the Calgary Stampede and the Communications Lead on the International Agriculture and Agri-Food Committee. In her spare time you will find her taking pictures of everything agriculture and promoting the industry.Lisa Skierka’s commitment to advocacy was nurtured on the family ranch in Southern Alberta, leading to an extensive career in not-for-profits, publishing and agriculture. In addition to running her own communications consultancy, she is also Associate VicePresident of SkierkaTech Inc.Virginia Wishart Virginia Wishart is a freelance marketing and communications professional raised on the back of a horse in southern Alberta. Her company, Write Said Red, helps artists, local businesses, not-for-profit agencies and communities define and communicate their brand values to the world. 6 8 CONTENTSWelcoming the WorldRanching in Alberta — A Livelihood of Partnership 10 Agriculture at the Heart of the Calgary Stampede 13 Feeding the Energy 16 TCanadian he Meat and Potatoes of Agriculture 20 The Valuable Interface Between Consumers, Farmers and FoodStephanie Ostermann Stephanie Ostermann is a content strategist, author and speaker with a passion for creating conversations that build communities. As part of the team at WS, a Calgary-based marketing agency, she helps agriculture and food brands use content to connect with audiences across multiple media and social platforms. 22 Our Catalyst: Kim McConnell 24 Strong Youth, Stronger CommunitiesOwen Roberts Owen Roberts is a well-known journalist, columnist and educator, from Southwestern Ontario. As the president of the 5,000-member International Federation of Agricultural Journalists, his goal is to raise awareness and promote dialogue about current food and agricultural issues. 28 The Real Dirt on Canadian Agriculture 26 Agricultural Lifestyle Spurs Creativity in Art 30 We’re Greatest Together – Connecting the industry of Agri-Food 33 IAC SponsorsPROFILE 2018 5WELCOMING THE WORLD For 35 YearsThe International Agriculture and Agri-Food Committee welcomes producers from around the world to join them in the International Room at the Calgary Stampede. Pictured here, Australian producers and honeymooners, Louisa and Brendan Anderson, enjoying their time in the International Agriculture Room at the 2017 Calgary Stampede.W H E N T H E I N T E R N AT I O N A L A G R I C U LT U R E A N D A G R I - F O O D C O M M I T T E E W E L C O M E S G U E S T S T O T H E I N T E R N AT I O N A L R O O M O N S TA M P E D E PA R K O N J U LY 6 T H , 2 0 1 8 , I T W I L L C O M M E M O R AT E O U R 3 5 T H A N N I V E R S A R Y. B Y H O L LY N I C O L L The International Agriculture and Agri-Food Committee (IAC) is proud to celebrate its 35th anniversary as part of the 2018 Calgary Stampede. Together its 47 volunteer committees and 2,300 volunteers, we are excited to welcome the world. The Calgary Stampede will host more than one million guests during the 10 days in July — for a celebration of western values and community spirit. The IAC plays a major role in connecting members of the Agri-Food industry , with a focus on hosting international agriculture and Agri-Food guests. EVOLUTIONThis year also recognizes our founding IAC member Barry Bennett, who brought the vision for a stronger presence and connection for agriculture during the Calgary Stampede to life back in 1983. “I was first approached in the early 1980s by Dr. Robert Church, who, at the time, was a Calgary Stampede Director,” says Bennett. “He was 6 this year share the journey and connection that agriculture and agrifood has and continues to play in the Calgary Stampede. We hope you enjoy the journey in the pages that follow and that it brings a deeper understanding of agriculture in Alberta and its evolution alongside the Stampede into what it has become today.Barry Bennettlooking for funding and help to expand the Calgary Stampede programs. It started as a small, modest program back then and has grown in reputation and recognition and outreach. Throughout the years, the committee has grown in size and outreach, a reflection of the diversity and growth of agriculture, as well as the Calgary Stampede.” The Profile magazine is our committee’s way of communicating, connecting and exploring the diversity and importance of our agricultural industry in Southern Alberta. The stories we have collectedI N T E R N AT I O N A L A G R I C U LT U R E A N D A G R I - F O O D C O M M I T T E EAs we look back and reflect, it’s exciting to realize that our work remains relevant, representing agriculture and the Calgary Stampede. In the beginning, 35 years ago, the IAC came to life in a small room that would fit about 15 people. Over the years, venues for hosting became larger to accommodate visitors. In fact, today, we welcome, host and connect with over 2,000 guests from around the world in the Nutrien Western Events Centre and within the International Agriculture Room on Stampede Park during the 10 days. The diverse group of 40 volunteers on the IAC represent all aspects of agriculture and agri-food.Brent Difley (Past Chair, International Agriculture and Agri-food Committee), Jill Harvie (Programs Manager, Canadian Cattlemen’s Association) and John Masswohl (Director of Government and International Relations, Canadian Cattlemen’s Association) at the 2017 Calgary Stampede.LOOKING FORWARDAs a leader, the IAC is evolving in an environment where society is craving different experiences with food and agriculture. Consumers and industry want to understand, learn and have more in-depth conversations about where their food comes from with the people that produce it. The IAC is striving to be a meaningful contributor to this evolution, providing experiences tha
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