Mary-Jane leads a dedicated team at MBFI to advance Manitoba’s beef & forage industry through engaging stakeholders, evaluating on-farm innovation, and extension for sustainability of farmers, the public, and the environment. She deeply values the opportunity to collaborate with producers, researchers, education providers, extension specialists, conservation groups, and all stakeholders in field-testing management practices and growing understanding of improved production in Manitoba. Mary-Jane holds a PhD from Purdue University in soil microbial ecology in agricultural systems, is a Professional Agrologist, and Certified Crop Advisor. Her experience in ecology and field agronomy gives her a unique perspective on the challenges facing agriculture today. 

Born in Windsor Ontario, Judah Logan’s early childhood was spent on the rural outskirts of Kingston township: where—through neighbors—Judah had regular exposure to dairy and mixed farming—including beekeeping, and maple syrup production.  After an unexpected move to Kingston from middle school through high school, he reluctantly lost touch with the day-to-day routines of farming life.  As a young adult, Judah studied undergraduate Arts at the University of Western Ontario, Computer Science at U of T, and recently completed the intensive 2 year Communications Engineering Technology diploma program at ACC in Brandon.  Judah says it is a pleasure to be working at MBFI where he can revisit his childhood dream with a superlatively qualified staff, 2 great farm locations, and 3 friendly felines to keep him company.

In today’s episode, Mary-Jane and new MBFI staff member, Judah Logan, introduce us to the virtual fence trial that is underway at MBFI, using the Gallagher E-Shephard Virtual Fence Collars. This technology could open many doors for producers and increase the efficiency of rotational grazing practices or grazing in remote areas.

This conversation shares information about the collars themselves, as well as the technology that makes virtual fencing a reality.  We discuss the process to put the collars on and train cattle to their use, as well as the pros and potential downsides that MBFI staff have found while using the collars, as well as some considerations producers might want to think about prior to implementing them on their own operations.  We also discuss the economics that are being considered in this trial.  

To contact Judah, please email: [email protected] 

Links to more information:

Web Page to visually demonstrate collar application and in-field use: https://www.mbfi.ca/eshepherd

YouTube video link for the eShepherd trial:

eShepherd Collars in Action - Summer 2024 (youtube.com)

Links to Other Virtual Fence Projects:

https://www.nofence.no/en/ 

https://www.agcanada.com/daily/virtual-fencing-piloted-in-northern-saskatchewan 

https://www.merck-animal-health-usa.com/species/cattle/vence

Gallagher’s eShephard Virtual Fence website:

https://am.gallagher.com/en-CA/new-products/eShepherd

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

Alex Koiter is an associate professor in the Department of Geography & Environment at Brandon University. His research program focuses on investigating the interactions between land and water management practices and geomorphology on soil and water quality. His research group investigates a wide range of agricultural issues including soil erosion, downstream sedimentation, nutrient dynamics, greenhouse gas fluxes, and extremes of moisture.

Today, Alex is sharing information from his research on grazing riparian areas.  First, we start off with what a riparian area is and how these change seasonally and annually depending on water levels.  Alex also shares what the role of a riparian area is and why they are so important not only to agriculture and the environment,  but also to recreational activities and in particular, their importance during years of drought. 

We chat about phosphorus loading and the concern that the freeze thaw cycle in Canada brings about when talking about phosphorus.  Removing vegetation prior to freeze up can help with soil phosphorus content, and Alex shares why grazing and using livestock to remove this biomass is preferred over mechanical options.  We also talk about how this is contradictory to what the current best practices are for management of riparian areas and what risks might be associated with giving livestock access to those riparian areas.

Alex offers an overview of the “Effects of Riparian Grazing on Distinct Phosphorus Sources” study.  Including his findings from this research and recommendations he would make to producers who are looking to graze riparian areas in this way.  We wrap up with discussing what Alex hopes to tackle next in this research and the larger scale study that he would like to see.  

This project was undertaken with the financial support of the Government of Canada through the federal Department of Environment and Climate Change and a Lake Winnipeg Basin Program grant awarded to the Manitoba Association of Watersheds. Additional research funding was provided through a Brandon University Research Committee grant awarded to Alex Koiter.

To find out more, please visit:

www.alexkoiter.ca or Effects of Riparian Grazing on Distinct Phosphorus Sources, Koiter A & Malone T. Aug. 6, 2024  https://alexkoiter.ca/riparian-grazing-manuscript/

Or contact Alex at [email protected] or find him on Twitter @Alex_Koiter or on Mastodon.

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

Carson Callum is the General Manager with Manitoba Beef Producers.  Carson joined MBP in 2019, and comes with an extension background in agriculture.  He has a Master’s of Science in Agriculture, specifically related to beef cattle. Carson has worked in many areas of the ag sector, and the beef industry is near and dear to him.  He grew up on a small beef farm south of Miami Manitoba.  He now lives in Winnipeg with his family, which includes his wife Britni, and sons Cohen and Sullivan. Carson admits his favorite role in life is fatherhood, but sure enjoys working on behalf of the beef industry as well.

In today’s episode, Carson gives us an update on what Manitoba Beef Producers has been working on.  Included in this is the three year funding agreement that MBP has signed onto with Agriculture in the Classroom- Manitoba and the Verified Beef Production Plus Incentive Pilot Program that is now rolling out.  

The main focus of today’s episode is the topic of traceability, which was a topic discussed at the Canadian Beef Industry Conference, and was also a hot topic in Carson’s mind when we scheduled the recording. Revised traceability regulations are coming from the Canadian Food Inspection Agency (CFIA).  Carson shares what the purpose of this system is and who it aims to protect, as well as the current regulations for livestock identification and traceability.  Carson also outlines the changes that are coming to these regulations and what this is going to look like for producers moving forward.  We talk about the benefit of a robust traceability system for the beef sector.

We also mention some upcoming events for listeners to be aware of.  First off, MBP is partnering again this year with MBFI and Manitoba Agriculture to host the second Manitoba Beef and Forage Conference and second is MBP’s Fall District Meetings. Also of note is that the MBP AGM this year will be in Winnipeg February 20th & 21st.  To find out more about these, please visit: 

To contact Carson, please email him at [email protected] or call him at the office at: 204-772-4542

Links mentioned in this episode:

Beef and Forage Roundup Livestock Predation Prevention Pilot Program Episode #9 with Ray Bittner available at: https://beef-and-forage-roundup.captivate.fm

Manitoba Beef Producers Website: www.mbbeef.ca

MBP Fall District Line Up Information: https://mbbeef.ca/events/district-meetings-manitoba-beef-producers/

MBP Events Page: https://mbbeef.ca/events/

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

Dwayne recognizes that efficient use of on-farm produced feedstuffs impacts farm profitability. In his role as livestock and feed extension specialist, Dwayne provides information and recommendations to match feedstuffs to livestock feeding programs with a focus on maximizing livestock productivity and well-being. Dwayne has 20 years of experience advising clients in various aspects of livestock management, ration development, forage production and utilization. Dwayne has a master of science with a focus on grazing ruminant nutrition and a bachelor of science in agriculture (animal science) from the University of Saskatchewan.

In today’s episode, we are discussing water quality testing, how water quality can impact animal health and productivity and linking all of this to the bottom line, looking at the economics associated with water intake and weight gain, reproduction and overall health.  

Dwayne shares his personal history in agriculture and what led him to his current position as a Livestock and Feed Extension Specialist with the Government of Saskatchewan.  We also discuss the defining moment in Dwayne’s agricultural history that led you down this path of interest in water quality for livestock.

Starting very broadly, Dwayne shares the importance of water in animal health when thinking about the psychological processes required by the body and how much water is required by cattle at different stages of growth and development.

We move into talking about water management and how to test water quality.  Dwayne shares information on the compositions of water and what ideal ranges are for consumption by cattle.  Including pH, Total Dissolved Solids, Copper, Nitrates and Nitrites.  Dwayne also discusses secondary deficiencies and why this is important to think about in water management.

We also discuss the presence of viruses and parasites, and blue-green algae and how it impacts livestock health.  Dwyane also shares the process of how  producers can reduce the risks of a blue-green algae problem in their water.

We start to wrap up by discussing what management options are available to producers when good quality water is not available and then dive into a bit of the economics and statistics of weight gain in calves under different water management strategies. 

For more information visit these links:

Province of Mb; Evaluating Water Quality for Livestock:

https://www.gov.mb.ca/agriculture/livestock/pork/evaluating-water-quality-for-livestock.html

Gov of Canada; Livestock Watering

https://agriculture.canada.ca/en/agricultural-production/water/livestock-watering

Gov of Canada; Water Quality Impacts on Livestock

https://agriculture.canada.ca/en/agricultural-production/water/livestock-watering/water-quality-impacts-livestock

Gov of Canada Publication: Livestock Water Quality A field Guide for Cattle, Horses, Poultry and Swine Andrew A. Olkowski, PhD., DVM., MSc., BSc., (Biochemistry) University of Saskatchewan, 2009

https://publications.gc.ca/collections/collection_2009/agr/A22-483-2009E.pdf

Agri-Facts: Water Analysis Interpretation for Livestock (April 2007)

https://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/agdex718/$file/400_716-2.pdf?OpenElement

To contact Dwayne, please email: [email protected] or call 1-306-867-3966

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

Join us as we introduce MBFI's 2024 Summer Students!

Briel Lemoing is from a grain farm near Basswood, Manitoba.  She is entering her second year of a Bachelor of Science in Agriculture with a major in Animal

Science at the University of Saskatchewan.  She plans on pursuing a career in cattle genetics and hopes to eventually return to her home farm and working cattle into their operation. 

Megan Harris grew up in Brandon, Manitoba and is entering her fourth and final year of her Bachelor of Science degree in Biomedical Sciences at Brandon University.  This is her second summer as an employee for MBFI.  During her summers working at MBFI Megan has learned a ton of new knowledge and skills relevant to the beef cattle industry and rangeland management.  Going forward Megan hopes to continue and expand her skills and knowledge to make positive impacts throughout her future career and life.

Sydney Creasy grew up on a large cattle ranch near Coronation AB. From a young age she has been helping on the ranch, she enjoys all aspects of the cattle business. This fall, Sydney will be going into her second year at the University of Saskatchewan taking Animal Science. She is hoping to become a livestock nutritionist or a career in the agriculture industry. 

If you are interested in being a summer student at MBFI for future years, or know a student who might be interested, please watch for the annual advertisement for available positions.  As an MBFI Summer Student, you are sure to gain hands-on experience in both the cattle and crop industries.  

The ability to hire these summer students has been made possible through the Sustainable Canadian Agricultural Partnership.

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

Twitter: @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Dr. Greg Penner is a Professor in the Department of Animal and Poultry Science and holds a Centennial Enhancement Chair in Ruminant Nutritional Physiology at the University of Saskatchewan. He was hired in 2009 after obtaining his bachelor’s degree  and M.Sc. degree  at the University of Saskatchewan, and his PhD from the University of Alberta. 

Dr. Penner’s research focuses on forage utilization, beef and dairy cattle nutrition, and regulation of gastrointestinal function in ruminants. Individual projects range from a focus on fundamental aspects of physiology to those with applied outcomes that can help promote efficient and sustainable beef and dairy production. He has written many published papers in peer reviewed journals on his findings and has received a number of research focused awards for his work.

Greg is actively involved in teaching at the undergraduate and graduate levels within the Animal Science program in the College of Agriculture and Bioresources. Greg is also heavily involved in activity at the Livestock and Forage Centre of Excellence and enjoys outreach activities. 

In today’s episode, we are talking about harvest timing for green feed.  Dr. Penner shares a bit of the background on this research and what research he has done in this area.  He also shares what the different stages of maturity are and a little bit about the characteristics of the crop at each stage, as a bit of an introduction or refreshed on the different stages.

Previous recommendations for cutting barley crops for greenfeed or swath grazing indicated the best time was at the early dough stage, while the recommendation for cutting oats was the late-milk stage.  Dr. Penner shares the research that has been done and how this changes the recommendation.  Further to this, Greg discusses the benefits and risks of leaving the crops in the field to continue maturing before cutting.   We also dig into specifics of feed quality,  nutrient composition and digestibility at different stages and wrap up with a discussion on how ruminally cannulated cattle have been such an important tool in this research.

For more information please visit the following article: 

https://www.canadiancattlemen.ca/features/cut-cereal-crops-later-to-feed-more-cows/

To contact Dr. Greg Penner, please email him at: [email protected] or find him on X @Gregpenner3, University of Saskatchewan: @usask or via the Livestock & Forage Centre of Excellence: @LFCE_usask

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

Today we are talking with Dr. Mary-Jane Orr about MBFI’s Sod Seeding Trial and the Forage Living Library.  

Mary-Jane leads a dedicated team at MBFI to advance Manitoba’s beef & forage industry through engaging stakeholders, evaluating on-farm innovation, and extension for sustainability of farmers, the public, and the environment. She deeply values the opportunity to collaborate with producers, researchers, education providers, extension specialists, conservation groups, and all stakeholders in field-testing management practices and growing understanding of improved production in Manitoba. Mary-Jane holds a PhD from Purdue University in soil microbial ecology in agricultural systems, is a Professional Agrologist, and Certified Crop Advisor. Her experience in ecology and field agronomy gives her a unique perspective on the challenges facing agriculture today. 

The Sod Seeding Project is being implemented at MBFI’s First Street Pasture, which is a marginal pasture on sandy soil. This is a three year project that builds on previous work by Jane Thorton (previous MB Ag Staff) on Mob and Sod Seeding.  This project is in collaboration with Ducks Unlimited Canada.  While looking at this project, Mary-Jane shares how the site was prepped, how the trial is set up, what the objectives are and what aspects are being evaluated in this research.

Along with this, Mary-Jane gives us an overview of what the goals of pasture rejuvenation are and what needs to be considered before choosing to rejuvenate forage stands or not.  As always, we include a bit of information on the economics for this project and what is being considered when looking at the economics of pasture rejuvenation in this way.

Mary-Jane also shares what the forage living library is and what the purpose and goals of having a forage living library are.

Thank you to DSV Northstar and Ducks Unlimited Canada for sponsoring the Sod Seeding Trial. Thank you also to DLF Pickseed, DSV Northstar Seed, BrettYoung Seeds and Ducks Unlimited Canada for being the sponsors of the Forage Living Library.

Related Resources:

Beef Cattle Research Council: Rejuvenation of Hay and Pasture June 23, 2023 Retrieved May 13, 2024 

https://www.beefresearch.ca/topics/rejuvenation-of-hay-pasture/ 

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

At Deer Meadow Farmacy, Sean and Kristi-Lyn Buckley prioritize the health and wellness of their entire ecological system- knowing the well-being of nature is parallel to that of human health. With this correlation at the forefront of their minds, they strive to maximize diversity above and below the soil to create a resilient, holistic ecosystem which produces flavourful, nutrient-dense food that is beyond food.

It is medicine.

They are passionate about creating food that can heal and understand that the mind, body and soul are of one essence and the entirety of nature and the human connection to it will create whole-body wellness. With this mantra, they extend a welcome to their farm family for whole-body wellness by putting on farm tours, meals, cooking classes and foraging classes where those looking for peace and calmness can come to connect to nature in its entirety.

To create an ecological Farmacy, they add as much biodiversity to their land as they are able! Each new species they introduce attracts new birds, insects and animals. Each of these plays an intricate role in increasing soil health, which creates healthier plants to create healthier, tastier food.

They believe that if you take care of your soil, your soil will take care of you.  And that taking care of your soil isn't as easy as planting a few seeds. Healthy soil requires hundreds of different species of fungi, bacteria, nematodes, insects, amphibians, and plant and animal varieties. 

Paramount to all of this is maintaining the underground ecosystem with as little disturbance as possible! Living soil is the most precious asset on their farm and everything Sean and Kristi-Lyn do is with the health of the soil in mind. They do not use chemicals or synthetic fertilizers, and instead utilize no-till methods when seeding new plant species. They have created a self-regenerating, beyond-organic ecosystem that only continues to improve with each new growing season and each new farm family member.

They strive to be a zero-waste farm, so whatever cannot be utilized by humans or animals goes back to feed the soil in the form of compost.

Today we are back with a producer profile episode with Sean and Kristi-Lyn of Deer Meadow Farmacy.  They share their backgrounds in agriculture and what their current farming operation looks like.  They have changed how they farm over the past few years and have big ideas for continuing to move towards their goals.  They each have important roles to play on the farm, and share how they do this while also raising a young family. 

Sean and Kristi-Lyn share information about their marketing, and what has worked best for them in their marketing strategy.  They also discuss how important the consumer is in the path of farming and how much power consumers hold with their buying power. 

If you want to find Deer Meadow Farmacy, please visit: https://deermeadowfarmacy.com/

Facebook: Deer Meadow Farmacy

Instagram: @deermeadowfarmacy

Phone: (204)512-0282 or (204)851-5459

Email: [email protected] 

YouTube: https://www.youtube.com/channel/UCUEh5gmmAzBWfUAJsP8UeGA

Links Mentioned in the Episode:

My Digital Farmer Podcast with Corina Bench https://mydigitalfarmer.com/podcast/

We encourage you to follow MBFI on social media, or visit the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

Twitter: @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada and Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP), Ducks Unlimited Canada (DUC) and the Manitoba Forage and Grassland Association (MFGA). 

Donalee Jones has been producing documentary & commercial television projects for over 20 years, but her real passion is agriculture. She grew up on a mixed grain and cattle farm near Baldur, Manitoba and from a young age she was drawn to the rural lifestyle. In 2008, she and her partner began implementing a succession plan which allowed them to take over management of his 4th generation family farm near Cartwright. They manage 2200 acres of cropland growing grains, oilseeds and pulses and implementing minimum-till and conservation agriculture practices. Life on the farm is very busy, but when the producer position for Great Tastes of Manitoba became available in 2015, Donalee knew she wanted to use her voice and unique skill set to share credible information about agriculture with a wider audience. Great Tastes of Manitoba is the only collaboration of its kind in Canada. It is a farm to table brand showcasing many of the different foods grown by Manitoba’s farmers, and introducing a broadcast audience of 25,000 Manitoba consumers to a different farm family or agricultural community each week. The cooking series is broadcast Saturday evenings at 6:30pm on CTV Winnipeg and across Canada on The Rural Channel.  All the recipes, full episodes and an archive of over 60 video tours of Manitoba farms are available on greattastesmb.ca. Great Tastes of Manitoba can also be found on Facebook, Twitter, Instagram, Pinterest and YouTube. It is Manitoba's longest running, locally produced television series and Donalee and her team are currently in production of the 35th anniversary season to premiere in fall 2024.

Today Donalee shares information about the Great Tastes of Manitoba TV show and how the show works to showcase local farmers and connect consumers with food production.  The “Before the Plate” section of the show shares information about Manitoba farmers, on their farm, and was born because the data shows that consumers trust farmers more than any other source of information. 

Donalee has been immersed in public trust data and public perception in the agriculture industry so close to her heart.  Through her role with Great Tastes of Mantioba, Donalee has a lot of experience sharing the farm stories of others, and shares some ways producers can share their stories and connect directly to consumers.  She shares that there are many ways producers can combat misinformation in ag, share their values and the values of ag, and the many benefits that agriculture brings to Manitoba and Canada, even if they are not wanting to do so via social media.

She has recently shared a beautiful video on social media that shares some information about her farm and what coming home to the farm means to her.  We discuss the idea of coming home and why this seems to hit home for many farmers.  To view this video, please visit Great Tastes’ links below.

Donalee wraps up today’s episode with a teaser of what is coming in this 35th anniversary season of Great Tastes of Manitoba.  You won’t want to miss it.

Links mentioned in today's episode:

The Canadian Centre for Food Integrity 2022 Public Trust Research:

https://www.foodintegrity.ca/wp-content/uploads/2022/10/2022-ENG-Public-Trust-Research-Report.pdf

You can find and follow Great Tastes of Manitoba at the links below:

YouTube: https://www.youtube.com/@GreatTastesTV

Website: https://greattastesmb.ca/

Facebook: @Great Tastes of Manitoba 

Instagram: @greattastesmb

X: @GreatTastesMb

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011

Amie Peck leads the Public and Stakeholder Engagement (PSE) team at the Canadian Cattle Association which works to increase public trust in the Canadian beef industry by supporting industry synergies, forming strategic partnerships and connecting positively with consumers and the public. This includes addressing industry issues by coordinating key messages and specific responses together with provincial and industry organizations. As well, promotional content and campaigns are also developed that highlight the benefits of beef production in Canada.

Today’s episode is the first in a three part mini series talking about Public Perception in the Ag and Beef Industries.  

For this first episode, we are talking to Amie Peck, the Stakeholder Engagement Specialist for the Canadian Cattle Association.  Amie shares her journey to this position, as well as what this position entails and some of the items she and her team are currently working on to support public perception of the Canadian Beef Industry.

We talk about the Guardians of the Grasslands Documentary and the newly released Guardians of the Grasslands Game, as well as the most recent documentary, Reduce, Reuse, Ruminate. All of these are available on Raising Canadian Beef’s YouTube Page: https://www.youtube.com/@raisingcdnbeef

We know that a large portion of consumers today are further removed from agriculture than ever before.  Amie shares information about this disconnect from the process of food production and what questions or concerns this seems to bring up for consumers.

There were many positives and strengths of the beef industry that came from the Perception and Consumer Behaviour Study that was conducted in 2020 and 2023.  Amie shares some of the insights from this research, as well as trends in consumer behaviour and consumer trust in the beef industry. Amie tells us that from their research, “There is a ton of trust and positive perceptions around farmers and ranchers and the way beef cattle are raised.”

Thinking more about the producer perspective, we chat about how producers can share their story and how to find their target audience.  Amie shares how social media can be used to positively influence public perception and why it is so important to reach the demographic that uses social media.  We also talk about ways producers can share their story, brand and values if they are not interested in using social media.

For more information visit these links:

AAFC’s Sustainable Agriculture survey: https://publications.gc.ca/collections/collection_2022/aac-aafc/A22-671-1-2022-eng.pdf

PSE’s 2023 Public Perception research: https://vimeo.com/864152128/8c41cc0280?share=copy

Beef Advocacy Online Course: https://beefadvocacy.ca/

Raising Canadian Beef’s YouTube Page: https://www.youtube.com/@raisingcdnbeef

Guardians of the Grasslands Game: ​​https://gotggame.ca/play-game

Or follow Raising Canadian Beef:

@RaisingCdnBeef on X and Instagram 

@Raising Canadian Beef on Facebook

To contact Amie, please email: [email protected]

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

Instagram: @MBBeefandForage

Facebook: @MBBeefandForage

X (Twitter): @MBBeefandForage

Website: www.mbfi.ca 

Email address: [email protected] 

Mary-Jane’s Phone Number: 431-255-0011