Page 11 - BCHNews-122023-Web

CHRISTMAS 2023  WC DAIRY NEWS 11
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tell everyone! We are stewards of the land. We have started telling our story – ‘We’re In.’ People will listen to our story – when it comes directly from farmers,” Wiens concluded with sincerity.
Jacques Lefebvre, DFC’s CEO since 2018, told the audience that the industry has ‘sword’ and ‘shield’ issues to address. “We need a shield approach to defend against powerful interests that work against us,” he told the audience. With near certainity, the election cycle in the US generates pressure on the trade dispute panel against Canada. The sword approach is one of offence – where the industry takes the lead in “telling our story.” “Canada’s reputation for dairy and our stewardship is a ‘best kept secret’ – we have to tell this and not let others define us,” he advanced. While DFC takes the lead on advertising dairy’s image from coast to coast, product advertising is a more regionally targeted approach. The blue cow logo continues to be an excellent symbol of Canadian dairy; producers must continue to adapt to changing demographics, work with processors and educate the public on nutrition and value – particularly in this time of food inflation agitation. “Politicians and governments must also be educated on the value of rural Canada and the economic strength generated,” Jacques concluded.
In her comments concluding the Conference, BC DFC rep, Sarah Sache offered her thoughts on the renewed hope through a strong voice in the west – to find solutions to the issues that we face particularly in BC. She thanked the producers for making the time and arrangements back home that allowed them to come and connect with others across the industry during difficult times.
“I want to specifically acknowledge our sponsors – these are tough times for you also – we want to thank you for your support, especially in these difficult economic times,” she emphasized. “We can’t solve these problems in a day, but by coming together, we can shine light on the path forward – we are better together.”