How
Marketing, Communications, and Connection Can Better Serve Your Customers while Helping
Reduce the Industry’s Impact on Greenhouse Gases
Never before
has the relationship between agriculture and climate been more in the spotlight.
Catastrophic weather events causes $2 billion in damage
to
Canadian
farms. And even if you weren’t paying
close attention to COP26 this fall, daily news stories, industry panels, and
social media all urgently focused on how and what can be done to reduce greenhouse
gases (GHG) -- from farmers to governments.
In Canada, the
third largest contributor to GHG emissions is agriculture at 8.2 per cent or 59
megatons. GHGs are released when applying fertilizer to fields, by operating industrial
scale livestock operations, and from outdated and unsustainable soil management
practices, according to the
Prairie
Climate Centre.
We can all learn from farmers.
The good
news is some producers have already taken it upon themselves to reduce their GHG
emissions by transitioning to sustainable and regenerative agricultural
practices, even as they take on
risk and costs in doing so – with potentially added
expenses, lower yields and reduced revenues – all of which can create higher
prices at the grocery store.
But some agricultural brands already see the value by offering innovative
services, products and technology to partners and farmers that can help reduce GHGs
and build in efficiencies. Brands such as
Cleanseed and
Carbon Asset Solutions, which measures and will deliver
high quality soil-based carbon credits to global markets, and generates more
income for farmers, security for companies and opportunity for the planet to
reach net zero emissions, are just a few companies leading the charge.
From
fertilizer application to soil management practices to converting to more
modern equipment, these leading-edge
farmers are quietly spearheading a movement that has the potential to
inform and inspire industry change, while appealing to an increasingly knowledgeable
and demanding consumer.
Agricultural
brands who can see the value in collaborating with and learning from these producers,
and who can use their marketing and communications teammates to showcase their
own thought leadership, products and services will be able to position
themselves ahead of their competitors by acting now.
If you’re
not worried about what other brands are doing, you should be. Brent
Preston from Farmers for Climate Solutions
recently told CBC Radio that international buyers, food
companies and brokers are increasingly demanding lower GHG products from their
supply chains, “So, if they can’t get those products in Canada, they’re going
to go elsewhere.” He also noted that farmers in other jurisdictions also receive
more government support on a per acre basis, with the U.S. spending 13 times more
than Canada to farmers to transition to low-GHG production systems on a per
acre basis, and the EU spending 73 times more than Canada.
Incentivize, not punish.
One of the best
ways to accelerate farmers’ adoption of better practices is to not penalize
them but rather, to reward and incentivize them financially for new and better
farming practices, by way of the
carbon credit.
While
government support will be welcome when it arrives down the road, right now what
we have is intellect. During these still early days, sharing and collaborating
about the learning that’s taken place already when it comes to climate-smart solutions
and agriculture is key.
Industry
influencers – more than an Instagram account.
Leading-edge
farmers have the ability to influence and reduce hesitancy in other farmers by
sharing their successes and challenges when it comes to creating biodiversity,
cover cropping, no-till farming and more.
By the sheer
nature of who you are as an agricultural company, you’re already an influencer.
Your leaders and employees already have relationships with partners, retailers,
experts, farmers, consumers, and the media. As a thought leader who is
comfortable asking questions and not yet knowing it all, you are at an important
juncture where you can create opportunities for internal and public conversation
and feedback. This in turn will help define and elevate your brand –
particularly if you already benefit from an alignment of some products,
services, and practices that can reduce emissions and increase climate
resilience.
You don’t
have to look far to see major brands that are already leading the charge.
McCain Foods is working with thousands
of Canadian family farms to practice more sustainable agriculture with its
Farms of the Future program. And
NexusBioAg offers solutions that benefit farmers,
consumers, and the environment.
Utilizing
marketing and communications to spread the message.
Your relationships
with existing and prospective influencers are your marketing and communications
sweet spot. Advertising and marketing, digital communications, content
marketing, and media interviews are all part of a package that can take you
there.
It’s hard
work. And it’ll be worth it.
In the advertising world, we’re becoming more conscientious
of the ads we put out and the role they play in combatting climate change.
Alongside our environmental responsibility, our focus is always to showcase our
clients for all the good they do and help them stand out from competitors who
aren’t taking the same strides.
There’s no "one size fits all" solution when it comes to fighting
climate change. In these early days, it’s important to make any change you can,
even if it’s a small one. What’s most important now is leading the way and
making this journey as accessible as possible to help producers get on board.
With over 25 years experience in Ag marketing, we're here to help the ag industry be seen. Contact Glenn Cressman, our Chief Client Officer, to see how partnering with Sherpa.McKim and it's team of Full-Stack marketers could help your business grow