SOUTHERN ALBERTA STORM LOSSES REVEAL REAL NEED TO EDUCATE CONSUMERS

The devastation of calf and cattle loss in the Cardston area of Southern Alberta really brings home just how the general public has no comprehension of our industry. Some of the comments posted for the story 'Storms kill cattle in southern Alberta' on CBC.ca (video story available on right hand side of page) certainly demonstrate this to a disturbing degree. 

• Example #1: "Farming . . . a guaranteed cheque from the government no matter what the weather brings." 
• Example #2: "Don't farmers have the capability to do any financial planning and save a bit of contingency money for unexpected small losses from time to time or do the rest of us have to bail them out every time?"

The beef industry in Canada is one where prices are determined by so many factors that are out of our control. Even if every penny is closely watched, all it takes is for the US $ to go up or down and our incomes are affected. The weather, the mood of buyers and whatever meat item the grocery store chains decide to feature this week all determine our bottom line. No insurance will cover all that.
Until the Canadian consumer pays for what it costs to produce the food they eat, this situation will not change and more operations may be forced out of business.
In the meantime a concerted effort must be made to educate the consumer about the facts of raising livestock in Canada.

Here are a few facts & figures you can point out to consumers to think about:

• In 1982, Canadian consumers spent on average 15.1% of their income on food; in 2002 the percentage was 11.1%, and down to about 10% in 2008 (Industry Canada). In that same time period the cost of producing that food went up significantly (fuel and fertilizer doubled), with those costs absorbed by the producer. So not only was the producer being paid less, the cost of that production was more. Not rocket science to figure out where this is heading.
• Cattle producers are not greedy people who want a handout - we just want to be paid for what it costs us to produce our product and have enough left over to feed our families, educate our children, make our land/cattle/tax payments and retire with dignity. If Average Joe had a union job where he could not make enough money to provide for his family, he would go on strike or find another job. If enough Canadian producers quit and find that better job (as going on strike is not an option), consumers will be buying the majority of their beef from other countries. Trade deficit = increased prices paid by consumers. When beef becomes a luxury item affordable by only a few, maybe someone will pay attention.
• On average 80% of the cost of of food products is added after the farm gate (Food and Farming Canada). Compelling reason to buy direct from producers.
• Most countries in the world spend a higher percentage of their income for their food: UK 22%, Japan 26%, South Africa 28%, India 51%. The only other country paying about the same as Canada is the US. (Agricultural Council of America).

- jl