Agriculture is the foundation of opportunity in Saskatchewan. With continued investment into research, infrastructure and talent, agriculture will continue to drive the province’s growth, improving the quality of life for all residents.
Achieving sustained growth requires three key components:
- Adoption and advancement of science-based production practices;
- Sound economics for farmers, ranchers and agribusinesses; and
- Maintenance of public trust in modern agriculture.
Saskatchewan farmers and ranchers grow safe, healthy and affordable food for our families and for families around the world. However, some people are losing trust in the agriculture industry, often because they do not have the full story.
These perceptions have the power to affect Saskatchewan’s agriculture industry. They can influence policy makers and retailers, which could lead to undue regulation and limit access to the tools and technologies that farmers, ranchers and agribusinesses rely on. Maintaining and growing the public’s trust in modern food production is critical to agriculture’s future.
We define Social licence as society’s trust in, and acceptance of, modern food production. It’s built by first doing what’s right as an industry, then building awareness about what we do in agriculture and why.
Partnering with industry to improve the public’s perception of agriculture, and therefore secure social licence, has been a strategic priority for the Ministry of Agriculture since 2013. The steps we have taken as part of these efforts include encouraging the adoption of environmental best management practices through funding programs, offering valuable extension services, investing in research, and supporting science-based assurance and regulatory systems.
In addition, the Ministry supports industry efforts to build agriculture awareness and public trust. Through the Agriculture Awareness Initiative Program, the Ministry provides funding to industry to take on projects designed to present consumers and youth with information about food production. The Ministry also partners with organizations who amplify agriculture’s story with key audiences. This includes Farm and Food Care Saskatchewan, which connects consumers to agriculture, and Agriculture in the Classroom, the leader in youth and teacher education.
All of this is not enough. The entire agriculture industry must be committed to earning, and maintaining, the public’s trust. This starts with listening to consumer concerns, then working together to address them. It also means seeking answers to the questions we have as consumers.
Social Licence Framework
The Ministry has developed a Social Licence Framework that identifies consumer concerns that have the greatest capacity to impact agriculture’s growth, as well as outlines a plan to address them.
Consumer concerns generally fall under one or more of these four themes:
- Animal health and welfare – worried about how animals are treated on and off the farm;
- Environment – concerned about agriculture’s impact on the environment;
- Human health – fear of the effect that food production practices and technologies could have on their own health; and
- Society – conscious of agriculture’s relationship with society, including employees, families and communities.
The Social Licence Framework starts by analyzing these concerns, digging into where they came from and what they mean. It also looks at the agriculture industry’s concerns around these same issues, and highlights where there is common ground.
Next, the Framework identifies actions that will ensure we, as an industry, are doing what’s right to address each concern. This means being critical about what we do and why we do it. As an industry, agriculture isn’t perfect, but it is always advancing through a commitment to continuous improvement.
Actions to help tell the story, and build awareness, around each of these concerns are also outlined, along with key messages supported by proof points.
The Social Licence Framework is the Ministry of Agriculture’s roadmap, but it also assigns responsibility to everyone involved in food production. It will help stakeholders across the agriculture industry apply a consumer lens to what they do.
Maintaining public trust is critical to agriculture’s sustained growth. Doing the right thing, and building awareness about what we do and why, must be made a priority by the entire food chain.
Since 2012, the Government of Saskatchewan has participated in an omnibus survey to gain insight into public perceptions of the agriculture and agri-food industry. Read the report to see what we found out.
Canadian Centre for Food Integrity
The Canadian Centre for Food Integrity helps our food system earn trust by providing research, resources, dialogue and training.