Thank you very much for the opportunity to be a part of your conference. I’m particularly pleased as this is my first chance to the speak to a U.S. organization about the mandate of our Network. I’d like to outline how the Agri-Food Network was created, plot the development of our initiatives against our original operating plan and then give you an idea of the future priorities of the Agri-Food Network.

The idea of establishing the Agri-Food Network originated from two observations: that consumers were losing their understanding of the system that brings food to their tables and that organizations had to concentrate more on marketing their specific products and services, leaving fewer resources for public awareness promotion. Organizations interested in developing public awareness about the agriculture and food system, more than ever, needed to work together in order to maximize the effectiveness of their efforts.

An "Image of Agriculture" conference was convened in July of 1990 to discuss these ideas. An adhoc committee was appointed to develop a proposal to address these issues. This committee commissioned a research study that analyzed the current level of consumer understanding of the agriculture and food system and identified areas of major public concern.

As you can probably imagine, the results indicated that the consumer image of the industry was limited, and out-dated, and broad concerns about food safety, farm chemicals, pollution, environment, and animal welfare came to the forefront. Another finding related to the conflicting messages that consumers receive from the industry: advertising versus basic information, organic versus inorganic, economic importance versus government lobbying for increased support, headlines versus facts, etc.

The researchers concluded that a strong, coordinated commitment to enhancing the image of the agriculture and food sector was required and recommended the establishment of the Agri-Food Network. When the participants of the original conference reassembled in March of 1991, the creation of the Agri-Food Network was endorsed. The key elements of how the Network should be structured, as well as a base set of objectives were included in this endorsement.

· Broad agriculture and food industry representation on Operating Committee

· Opportunity to share information on all issues relating to the mandate

· Central coordination of communication strategies

· Common goals defined for public awareness initiatives from industry

· Theme and common logo developed

· Fact based messages delivered by credible spokespeople

· All questions answered directly

 

 

· To increase public awareness and knowledge of the agri-food sector

and the roles of key stakeholders.

· To update, clarify and enhance public perceptions of the agri-food sector.

· To strengthen the network of stakeholders to enhance communications among key interest groups and with the public.

· To provide a forum for discussion of issues affecting the image of agriculture and food.

 

 

Backed by a group of individuals dedicated to the mandate, which became our Operating Committee, and a core group of financial sponsors, the Agri-Food Network was formally launched in November of 1991. Within several months, the Executive Director, half-time secretarial support and office space were added to the list of assets and the work of implementing the specific projects recommended by the consultants began.

One by one these recommendations have been addressed and either achieved, deferred to another organization, or rejected. Occasionally we have veered away from the path to take advantage of an opportunity; but by and large, we have stuck to the course set for us three years ago. Let’s take a look.

· Public Information Kits About Agriculture and Food

· Unifying Theme and Logo

· Annual Conference

· Contact Directory

· Newsletter

· Speakers’ Bureau

· "Food Report"

· Skills Workshops

 

Contact Directory to Ontario’s Agri-Food Industry

·Annual listing of over 500 organizations, corporations and government branches within the agri-food industry

·Addresses, telephone and fax numbers, contacts, and mandate for each listing

· Standard listing complimentary

· Educational resource catalogue, Industry factsheet series, and 1-800# Directory

· Complimentary distribution to members, media and elected government officials

· Available June 1995 @ $24.95 per copy

 

Partners

· Quarterly newsletter which addresses current issues affecting the image of agriculture and food

· Information about Agri-Food Network activities and opportunities

· Information about consumer awareness activities and cooperative ventures from various sectors of the industry.

· Provide education about consumer issues

· Available to subscribers, members, media and elected government officials

 

Speakers’ Bureau

· Comprehensive list of knowledgable and articulate spokespeople representative of the entire agriculture and food industry

· Published in brochure format and promoted to service clubs, professional associations, educators etc., particularly in urban areas

· 100 speakers listed in 1995-96 edition

· 5000 complimentary copies distributed in 1994

 

Ontario Food Fare

· Quarterly tabloid food report distributed through the Toronto Star’s Starweek TV Guide to readership of over one million

· Farm, processing, retailing practices, current food and nutrition issues, recipes, entertainment ideas, seasonal produce guides, and quick facts and figures

· Fast paced, colourful, entertaining and educational

· Funded by Ontario Ministry of Agriculture, Food and Rural Affairs with Network

Workshops

· 1994 Topics

· Using Consumer Research Strategically

· Issues Management

· Media and Presentation Skills

· Risk Communications

· Being Interviewed

· Speaking in Front of an Audience

· Writing for the Public

· 1995 Topics

· Making Volunteers Part of Your Team

· Writing Effective Proposals

· Writing For the Public

· Issues Management - Biotechnology

· Negotiating Skills

· Writing Adult Educational Materials

· Biotechnology and our Food Supply for Health Professionals

· Crisis management protocol

· Policy development seminars

· Three-part video program

· Elected government official bulletins

· Elected government official information day

· Feature articles/column

· Open houses/vacations/video tours

· Mobilization planning guide

· Information referral service

· 400 annual inquiries and growing

· Food Safety Supplement for June 1994 Canadian Living magazine

· Joint industry initiative to address common food safety issues: pesticides and animal medications; additives; food handling in the home; and inspection and regulation

· Electronic access

· Trade show attendance

·Taste of Ontario Cookbook

· Use recipies as base for building agri-food awareness

· Taste of Ontario agri-tourism/foodservice program

· Promoting restaurants committed to high quality Ontario product

· Food safety education program

· Small business entrepreneurs selling food to the public

· Consumer trade show focus

· Getting out to centres which attract urban consumers

· Ontario Food Guide to Healthy Eating

· Use Food Guide as a base to promote Ontario food products

· Canadian Living "Excellence" series

· Series of one page advertorials on Food safety; Contributions of the Industry; Food Biotechnology and Healthy Eating in 1995 issues

 

 

What makes us different, and effective, is our Operating Committee. Each sector of the industry is represented by individuals keenly interested in public education and in working cooperatively.

Operating Committee Representation includes the following organizations:

· Agricultural Groups Concerned About Resources and the Environment (AGCare)

· Consumers’ Association of Canada

· Ontario Agricultural Commodity Council

· Ontario Food Processors’ Association

· Canadian Federation of Independent Grocers

· Canadian Seed Trade Association

· Crop Protection Institute

· George Morris Centre

· Ontario Farm Animal Council

· Ontario Restaurant Association

· Ontario Agri-Food Education Inc.

· Nestlé Canada, Inc.

· Ontario Supply Managed Commodities

· Wine Council of Ontario

· Agriculture and Agri-Food Canada

· Ontario Ministry of Agriculture, Food and Rural Affairs

 

Equally important, particularly in our first years, are our sponsors. At present, we have 40 corporate sponsors and 30 individual members. The University of Guelph administers a charitable trust fund which acts as our operating fund. This provides us with greater flexibility as organization have the choice of contributing to a specific project and becoming a partner, or receiving a charitable tax receipt.

In our first two fiscal years, our revenue was equally split between industry support and federal and provincial project grants. When our fiscal year end arrives April 30, 1995, we hope to report that 25 percent of our revenue was generated through our own services. We are planning to increase this percentage for 1995-96 significantly. Fixed operating costs run approximately $100,000 per year. The Agri-Food Network is committed to the generation of operating revenue from our services and offering memberships that return some tangible benefits on their investment in us.

With few exceptions, the Agri-Food Network accomplished what was asked and has successfully launched the program. In meeting each task, we have been able to build a number of organizational strengths:

· Quality and breadth of industry representation on the Operating Committee

· Agri-food industry cross-section in sponsor and member base

· Wide appeal of projects offers industry-wide networking opportunities

· Informal structure provides much flexibility and cost-effectiveness

· Emphasis on project partnerships

· Educational training opportunities for agri-food industry representatives

· Information resource for public and industry

 

What we have accomplished represents only a fraction of what can and needs to be done. What’s ahead? Our Operational Plan will be presented at the Annual Meeting in June, and will contain several elements.

· Fiscal Responsibility

Like all other not for profit and charitable organizations, developing and maintaining an adequate funding base is a challenge. The Network will become a little more enterprising in securing revenue sources to offset some of our fixed operating costs and increase our ability to generate our own income.

 

· Sponsor/Member Service

The Agri-Food Network serves approximately 75 corporations, boards, associations and individuals who have supported the Agri-Food Network mandate by their financial contributions. The Network must ensure that their objectives are met through our initiatives.

 

· Higher public profile

Initially, the Network needed to build credibility within the industry, and considerable effort has been made in that area. This emphasis will continue, through sponsor/member services, however, our main focus must become the general public and gaining a higher profile in urban centres.

 

· Build on partnerships

The Network has proven that significant achievements can be made when many groups contribute, even if the individual contributions are small. There are many projects where the Network can partner with others, or facilitate the development of other communications partnerships. The Network welcomes all project ideas and proposals.

 

 

Whatever our initiatives, the Agri-Food Network will continue the direct, honest and sincere approach we have developed in our communications and trust consumers to make educated decisions based on fact and science based information. I have been able to offer only a very brief overview of our organization. Should anyone wish to be included on our mailing list, or meet with us while visiting Ontario, contact me at Agri-Food Network, Research Park Centre, Suite 103, University of Guelph Research Park, 150 Research Lane, Guelph, Ontario N1G 2W1. Phone: 519-767-5008 Fax: 519-837-8721