Boiling the Ocean — Farm and Food Care Canada in Five Minutes

farm food care canada new logoIt’s an organization developed to “cultivate an appreciation for food and farming” across the country, a feat that requires conversation, and a “giant Team Canada effort,” says executive director and soon-to-be-CEO of Farm and Food Care Canada (FFC) Crystal Mackay.

Mackay to Lead National Farm & Food Care Group

Mackay says the effort should see a common plan, with shared resources so everyone from farmers to CEOs can be involved in the effort.

“If you want to build public trust in food and farming, you want to start some conversations and you want to join the conversations,” she tells RealAgriculture’s Shaun Haney in the following interview. “People that believe in a strong farm and food sector should be…at least part of the conversation, and ideally even starting some conversations.”


Crystal Mackay, CEO of Farm & Food Care Canada talks to Shaun Haney about the organization and its goals.

Mackay says the national organization’s goal is to have people make informed decisions about their food, and a survey of Canada’s business leaders showed they want to see educational resources right in the aisles of grocery stores. Other channels identified for the purpose of sharing information about food and agriculture include: media and food influencers, like chefs, dieticians and food bloggers.

Figuring out how to measure success and see movements towards an informed public isn’t easy, says Mackay.

“It is a tough one — a bit of, ‘how do you boil the ocean?'”

That doesn’t mean the organization isn’t plowing forward. Communicating with polling companies and determining benchmarks has helped prepare FFC to measure success. And, they are coming at it from a rather unique stance, says Mackay.

“The difference is, we’re not advocating for a position… We’re for informed choice and isn’t choice awesome, which is a total new game-changer.”

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