A Watershed Moment??

On CTV National news last night a segment of W-5's season opener: "Safe to Eat?", was aired as 'news'. Hot diggity.. maybe now the government will pay attention.

So, just for fun I visited our friendly neighbourhood CTV W-5 sites and CBC Marketplace to see what has been happening since both these shows aired.

Certainly the CBC site has more to offer in visible feedback from the consumers who viewed the show. Comments on the site are growing by leaps and bounds. Most consumers are shocked. Many seem to view to current state of affairs on "Made in Canada" as a government betrayal of a public trust!! Hmmmm. This sounds promising.

The comments do cover a wide range of thoughts on the issue, from alternate strategies to protect themselves to complaints about the choice of food retailers and processors. All of them are wonderfully illuminating.

Taken together, they point to the massive disconnect the public has with the source of their food. This is not their fault. The struggles farmers have had with WTO policies and the results, processors and their bottom lines and a lot of other stuff, just isn't 'out there'. If it does hit the media, few make the connection to themselves and their futures or their food. They just don't have enough information to do that.

Agriculture must help them understand what the risks are, what is going on out there and what we might need to do to 'fix' this current state of affairs. But if they come up with something, it must get media exposure. Somehow, it is to be hoped that their messages are heard.

CBC's Marketplace, Too?!

While the buzz about the up-coming show for W-5 has been spinning out there in Internet land, this came back in!

CBC's Marketplace did a show this week too! Aired on Wednesday evening they deal with the Made in Canada label and consumer's feelings both before and after their investigation. The headline reads: It says "Product of Canada" on the package, but the food is really from China. Or New Zealand. Or...

CBC also has extensive written information on how to ensure you really get domestic food AND a comments section that is quite revealing. If you have Facebook connections DO pass this around. As consumers we need to know and be educated about this farce in labelling.

Two networks on the same topic on investigative shows in ONE week. WOW!!!!

Watch CTV's W-5!!!

This Saturday evening, CTV's W5 has it's season opener. They have been advertising it all week. The topic should have every farmer in the country glued to the set. 'Safe to Eat?' should wake up and help to educate consumers. From talking to many of them I know that the average shopper still doesn't understand how little protection they have or how exposed they are by the inadequacies of the "Made in Canada" label.

The missing backbone in the "Made in Canada" legislation has also exposed many of our domestic farmers to ruin as processors take advantage of the "holes" in the labelling guidelines that allow them to import vast quantities of cheap food, simply to re-package it. The poor consumer thinks they are being protected by our pitiful "Made in Canada" label.

I can hardly believe that someone has finally picked up this issue. So far, mainstream media has skated around the edges of this one.

Farmers are being handed a prime time springboard and they better be prepared to leap!

On the Public Radar-Not Yet!

In the past few months, as environmental issues take over the public imagination, the term "Local Food", has become widely used. But our governments' and indeed many of the farm organizations in this country, have paid little heed or have been ignoring the immediacy of this issue.

There have been 'baby steps'. Ontario has pumped millions of dollars into it's Foodland Ontario program to help Ontario residents identify and look for Ontario grown produce and fruit. It has had some impact in that retailers were paying attention and put those products front and centre with the logo. So far it falls short of the mark I believe it needs to hit.

Consumers need more than that during the winter months when imports are rampant.

Quebec farmers have taken another road to raise the profile of the concept of 'food sovereignty', which ultimately should be any governments bottom line. A declaration has been signed on the issue by more than 40 Quebec organizations. The GO5 ( Coalition for a Fair Farming Model)intend to raise the profile with the Quebec government and other farm organizations in Canada.

Ontario supply managed farmers have a program as well. Not as well supported as it could be, never the less, it is supportive of the Quebec concept. Known as the FarmGate 5 , it has the attention of the Ontario Liberal Government caucus. Many individual MPP's have signed it too.

Dairy Farmers of Canada has started to talk about and discuss food sovereignty too.

Unfortunately, none of these groups have come to the realization that their consumers must howl, to really get some government attention. They have taken the slow road. A many pronged approach with big bucks is imperative. Consumers must go to their grocery stores and be angry they cannot get or identify, clearly marked, real Canadian food products. They need to understand the incredible danger current global food policies have exposed them to.

They need to be reminded that our border was closed in the not too distant past (BSE). It can and will happen again. It is only a matter of 'when'. They need to know that their food supply in this country is at risk because many food processors have moved (along with everyone else) to greener pastures off-shore. They need to know that this has not happened with supply managed food because of it's domestic focus.

This is a large undertaking and several levels of advertising support will be needed. It is the only way to empower consumers, who need to understand their own food system much, much better than they do now.

With environmental issues so high on the radar screen, there is a good news story to tell and an urgent warning to all Canadians. The land has to be preserved. The farms must survive. Domestic food processing is an imperative. We ignore these issues at our peril. Farmers must find a way to educate their base support, Canadians who care. They DO, in much larger numbers than anyone realizes. -CG