Guiding principles

  • We believe agriculture is an amazing industry that needs to be better understood, recognized and advanced, and we’re committed to do something about it.
  • We believe in profiling a realistic picture of ag. There will always be challenges, but let’s also talk about our optimism, the opportunities available and our positive impact.
  • We believe ag needs more champions. Improving perceptions of Canadian ag will take time and active participation by those who live and love it every day. We encourage contributions – large and small – from like-minded individuals and groups across the country.
  • We believe that to change perceptions, everyone in ag needs to engage in positive conversation, fill in information gaps, respond to misguided perceptions and tell success stories about Canadian ag with pride, passion and accuracy.

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