THE STANDING SENATE COMMITTEE ON AGRICULTURE AND FORESTRY
EVIDENCE
OTTAWA, Thursday, March 31, 2022
The Standing Senate Committee on Agriculture and Forestry met this day at 9:04 a.m. [ET] with videoconference to study Bill S-227, An Act to establish Food Day in Canada.
Senator Paula Simons (Deputy Chair) in the chair.
[Translation]
The Deputy Chair: Before we begin, I would like to remind senators and witnesses to please keep your microphones muted at all times unless recognized by name by the chair.
[English]
Should any technical difficulties arise, particularly in relation to interpretation, please signal this to the chair or the clerk, and we will work to resolve the issue. If you experience other technical challenges please contact the ISD service desk with the technical assistance number provided.
The use of online platforms does not guarantee speech privacy or that eavesdropping will not be conducted. As such, while conducting committee meetings, all participants should be aware of such limitations and restrict the possible disclosure of sensitive, private and privileged Senate information.
[Translation]
Participants should know to participate in the meeting in a private area and to be mindful of their surroundings.
[English]
Good morning, everyone. I would like to begin by welcoming members of the committee and our witnesses, as well as those watching this meeting on the web. My name is Senator Paula Simons, senator from Alberta, and I am the deputy chair of this committee and the acting chair today.
[Translation]
I would like to introduce the members of the Committee on Agriculture and Forestry who are participating in this meeting.
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We have with us today our chair, Senator Black, from Ontario, Senator Deacon from Nova Scotia, Senator Cotter from Saskatchewan, Senator Marwah from Ontario, Senator Oh from Ontario, Senator Petitclerc from Quebec, and Senator Wetston from Ontario.
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I’d like to welcome all Canadians watching us on sencanada.ca.
[English]
Today, the committee begins its study of Bill S-227, An Act to establish Food Day in Canada, which was referred to this committee on March 3, 2022.
I would like to introduce the witnesses for our first panel of the meeting. I welcome, first, a man who needs no introduction to most of us here, Senator Robert Black from Ontario, the sponsor of Bill S-227. He will be joined by Jeff Stewart, who is a Food Day Canada volunteer, a chef and the son of Food Day Canada founder, the late Anita Stewart.
We also hope to be joined by, if technical circumstances permit, Crystal Mackay, Coordinator, Food Day Canada.
We will begin with opening remarks from Senator Black.
Hon. Robert Black, sponsor of the bill: Honourable senators, thank you for being here today. While I usually preside as chair of this committee, I have ceded my seat today to Senator Simons in order to act as a witness for Bill S-227, of which I am also sponsor.
Bill S-227 seeks to designate the Saturday of the August long weekend as Food Day in Canada.
Senators, as you know, Canada is one of the largest producers and exporters of agricultural products in the world. In 2020, the agriculture and agri-food system employed 2.1 million people, provided one in nine jobs in Canada and generated $139.3 billion, around 7.4% of Canada’s GDP. I believe it is high time that we acknowledge the important role that agriculture and local food play in Canada with a cross-country celebration.
Food is at the heart of our homes, our communities and our economy, and I think one positive thing that has emerged from this pandemic is that many Canadians, especially those outside of rural and agricultural communities, have become more interested in learning about where and how their food is grown.
It is important for our future generations to understand that our farmers, producers, processors and agri-food retailers work hard to produce good food. Canadians — young and old — need to see for themselves that our agricultural communities care about the land, the commodities they grow and animals they raise. Having a nationally recognized food day in Canada will help them understand that there is so much to learn about agriculture and food production in our country.
When we talk about local food production, we are talking about people in our everyday lives. We are talking about the farmers who grow the crops we drive by as we travel Canada, the agri-businesses who produce the food we see on the shelves, the restaurateurs and chefs that feed for us and the vintners and brewers who produce the wine, beer and spirits we enjoy. Local food is about much more than just what we eat; it is about Canadians.
Many provinces celebrate local food with special days throughout the year, and in fact, the province of Ontario passed legislation to proclaim Food Day Canada in Ontario this past spring. While provincial celebrations are wonderful, I am a firm believer that there should be one day nationally where the entire country can come together, in honour of this important sector. Bill S-227 would give Canadians a reason to celebrate agriculture and agri-food from coast to coast to coast together every summer.
Some of you may recall that a previous bill, Bill C-281, which came before this committee during the 42nd Parliament, sought to designate the Friday before Thanksgiving each year as a national local food day. While the ideas may appear very similar — and I wholeheartedly support the call to celebrate agriculture any time — my bill is based on an existing celebration that began as an industry-led initiative. I believe it is important that we involve industry as much as possible in the organization of this event. It is important, and the industry agrees, that the day falls in the summer, at the height of the growing season, as opposed to the fall when agriculture is slowing down before the start of winter. You will have the opportunity to hear more on this from the industry when Ms. Mackay, Mr. Stewart and the other witnesses before you today speak.
Since introducing this bill, I have heard a number of questions around the point of establishing such a day. Well, colleagues, the Food Day in Canada act represents an opportunity to celebrate our farmers, producers and processors together, at the same time, on the same day, from coast to coast to coast. If established, this annual celebration would not only see Canadians join together in celebration of our food and the people who make it happen, from our farms to our forks, but also encourage Canadians to continue learning about our agricultural and agri-food industries. It is a chance to highlight and appreciate the diverse and nutritious products we have access to. Agriculture and agri-food are critical industries that contribute not only to the whole of our nation, but to countries around the world.
I look forward to answering any questions you may have for me and I look forward to hearing from the other witnesses we have today. Thank you in advance for your support in celebrating Canadian food regardless of the outcome of my bill. Thank you, meegwetch.
The Deputy Chair: Thank you very much, Senator Black.
Crystal Mackay, Coordinator, Food Day Canada: Thank you very much. It’s my privilege to speak to you today in support of Bill S-227, an Act to establish Food Day in Canada. I have spent my entire career working to bridge gaps between farmers, the food system and every Canadian. It started in high school as a 4-H member and volunteer going into schools to talk about dairy farming in my home in the Ottawa Valley, where my family still farms today. I went on to roles working with and for farmers with my first job out of the University of Guelph, working 100 days a year at public events talking to real Canadians about farming at places like the CNE model farm and the Royal Agricultural Winter Fair in Toronto.
I went on to work with all types of farmers in various roles with non-profit groups in Ontario, and then nationally with the entire food system coming together to earn public trust in our food as the inaugural CEO of the Canadian Centre for Food Integrity. Now I have my own company, Loft32, which I created with the vision to shape better conversations on food and farming. I share this background with you because over the past 25 years, starting with those very valuable years on the farm and the thousands of conversations I’ve had with real people about food and farming, have prepared me to talk to you today in my current role as the coordinator for Food Day Canada.
Food Day Canada is a national celebration started in 2003 in support of beef farmers that shines a light on Canadian cuisine every year on the Saturday of the August long weekend. It’s fun, free and inclusive. I’m going to share some highlights about Food Day Canada and how the bill that we’re discussing can help elevate it to the next level.
It’s grassroots-driven and easy for everyone, from consumers to farmers to chefs, to get involved from coast to coast to coast. In person or online, at home, a restaurant, a farmers market or an event — just shop, dine and cook like a Canadian and share your stories and pictures online with #FoodDayCanada.
What did Food Day Canada look like this past year? Here are a few highlights. We created a campaign, and when I say we, it’s a volunteer effort for the most part with great support from the University of Guelph. A network of volunteers helps to coordinate what I’m going to share with you, which is pretty powerful. Forty-seven icons were lit up red and white on Food Day Canada from coast to coast to coast, starting with Government House in Newfoundland’s Parliament and ending with BC Place and Vancouver City Hall, including many big icons such as Niagara Falls, the CN Tower, the City of Winnipeg sign, Halifax City Hall, and the SaskTel Centre in Saskatoon.
It really comes alive online with #FoodDayCanada. We have 40,000 followers on our social media and millions of interactions with everyone sharing pictures of their favourite foods and what they’re doing to celebrate Canadian food and farming. We had over 200 media mentions, which reached 62.2 million people, with an incredible 97% positive sentiment. When I think about the spirit of Food Day Canada and what this new bill can help elevate it to, just building on that 97% positive sentiment is amazing. Of course, many chefs in restaurants are key partners. We had over 150 restaurant partners cooking and promoting Canadian ingredients from coast to coast.
Governments on all three levels made proclamations, press release and social media posts. Provincially, B.C., Saskatchewan, Ontario, Newfoundland and Nova Scotia, of course, as well as federal Minister of Agriculture and Agri-Food, Minister Bibeau, and several provincial ministers of agriculture. Municipal governments and mayors got involved, with cities like Toronto and Moose Jaw proclaiming Food Day Canada in their jurisdictions as well.
What does having a Food Day in Canada act mean for Canadians and for people like me who work in the food system? All the highlights I just shared demonstrated the incredible support for a grassroots idea that everyone can do something to be part of. Be it small, like choosing something Canadian to eat, or very large, like lighting up Niagara Falls. A Food Day Canada act can help elevate awareness and engagement to the next level to truly be a national celebration.
The value of positive support and trust in Canadian food and farming is immeasurable. Public trust in our agri-food sector is the new currency we need to acknowledge. It’s a business risk and an opportunity that is needed for our incredible agri-food system to continue to grow and thrive. We have some of the best natural resources, talented people and innovative technology and equipment to feed our country and the world. But in our typical Canadian fashion, we are quite humble about these things, which are really tremendously important. As the famous M.F.K. Fisher said, “First we eat, then we do everything else.”
A Food Day in Canada act will allow us to shine a light on Canadian cuisine and the people who make it happen in a truly national celebration, build momentum and pride in Canadian cuisine and agriculture, and foster and grow that incredibly important trust and support for and with everyone who eats. Thank you very much for the opportunity to be with you today. I look forward to your questions.
The Deputy Chair: Thank you very much, Ms. Mackay.
Jeff Stewart, Volunteer, Food Day Canada: I would like to talk about a day for everyone to shop, cook and dine Canadian. Food Day Canada is a movement of passionate Canadians who believe in promoting the celebration of Canadian food, raising awareness about our unique food culture, all while building connections in the culinary and agri-food communities.
Food Day Canada was created as an incredible tribute to Canadian ingredients and the good people in the food system. In 2003, when the borders were closed to Canadian beef exports, whole communities were devastated. It was a farming and export disaster, but it was not a culinary one. This initiative started in 2003 by Anita Stewart, a Canadian food icon, as a demonstration of support for Canadian farmers and ranchers during this crisis. In the ensuing years, Food Day Canada has evolved into a unique, award-winning proactive, positive event in Canadian food and farming that provides an opportunity to engage Canadians in the celebration of who we are as a nation of foodies. Our mission is to actively promote the growth and study of distinctly Canadian food culture.
Since its humble start, Food Day Canada has grown exponentially and become a respected force for good in the life of Canada. We are innovators, educators and trendsetters. Hundreds of chefs from across the nation are advocates, as are restaurateurs who are on the vanguard of Canadian culinary excellence and represented by a group of active volunteers. As chefs, restaurateurs, academics, producers, events, farmers, organizations, the media and passionate foodies from across Canada, we deeply care about Canadian regional cuisine.
Canadian cuisine is a food of possibilities. It is regional and seasonal, with a dash of our multicultural histories thrown in for good measure — from Maritime lobster, to Québécois tourtière, to Ontario butter tarts. In British Columbia, you might be lucky and find a First Nations feast of bentwood box cooked shellfish. The venerable Yukon Gold potato, another Canadian food innovation, maybe thinly sliced, gratinée with cream and slivers of cloth-bound Quebec cheddar. On the B.C. coast, cedar stakes impale huge wild salmon filets to be fire-roasted over open alder coals. Cold-climate grapes are painstakingly cultivated into world-class wines. Our prairie pulses, barley and wheat feed the world. In the North, caribou and seal accompany wild berries and Arctic char. Coast to coast to coast we have so many authentic culinary possibilities.
Today, this grassroots movement has grown to be what we now know as Food Day Canada. The food life of a nation expresses its collective culture as much as any newspaper, television program or splashy new building. The privilege of being a citizen of this great nation and harvesting some of the finest ingredients on Earth goes hand in hand with the challenge and responsibility of building a dynamic, real-food culture and then celebrating it.
Above all, we believe that in using Canadian ingredients, we celebrate and recognize those who feed and nourish our nation. We support the research and education of Canada’s food, agriculture and culture; and we believe in our diversity, reflecting many traditions, history and its evolving nature.
Canada is a diverse and geographically disparate nation from all coasts. Although we are bound by geography and community ties, we are still separated by distance. Food Day Canada, through its presence, both virtually and in person, brings people together to celebrate. Our platform includes online, social media and in-person events. We share a message about the importance of supporting Canadians while creating multiple local and regional celebrations.
Food Day Canada’s call to action is a pledge to shop, cook and dine Canadian. Participants shop locally at restaurants, businesses and farms, cook at home or at the cottage or campsite, and build community by sharing their table while positively sharing messages of delicious celebration and gratitude.
We provide a platform for social media to amplify the collective voices of those embracing Canadian food. The majority of outreach is restaurateurs, chefs, farmers, producers and other influencers with broad national coverage even to the periphery.
Our hope is that having the day nationally established may help create widespread opportunities for Canadians to learn about agriculture and the agri-food system, while we deepen our conversations about food and celebrate our northern bounty.
Since its inception, the past two decades have shown us the importance of food sovereignty, food security and togetherness. We have an approach that demonstrates gratitude for our food system while remembering what is most important to us all: food, family, friends and community.
Thank you. I look forward to questions.
The Deputy Chair: Thank you very much, Mr. Stewart.
We now turn to the question part of this exercise. I’m going to follow on the practice instituted by our chair, Senator Black. I will remind each senator that you have five minutes for your questions, and that includes the answers. If you wish to ask a question, please signal the clerk and signal me. If you’re on Zoom, use the “raise hand” function.
The first question is from Senator Deacon of Nova Scotia.
Senator C. Deacon: Thank you, witnesses.
Mr. Stewart, I had the pleasure of meeting your mother in early 2019. She certainly was a force to be reckoned with and had a passion for this topic.
I support Senator Black’s efforts in this regard, but I want to understand what you might do with this brand.
Farm to fork is full of challenges for farmers, producers and innovators. We need to focus on increasing value-added products in this country, which is what this does. It asks how we heighten our food products to the greatest of value. We have to ensure that everybody in the food system is making more and more money, which is a critical element to our food security. They have to be prosperous.
I want to have you look forward and say: Okay, you’re building this brand through a lot of activities. How might this brand be used to advance the prosperity of those within our food system at an increasing level over time?
That’s to each of our witnesses, if you could speak to that, please. I think it’s an important element of what you’re doing, namely, using the brand to make lives better 365 days of the year.
Mr. Stewart: I’m happy to start, and perhaps Crystal can jump in afterwards.
It’s our dream to have at least one day — I mean, I would have a dream of every day, but at least one day — where, nationally, we make it impossible to ignore the culinary agriculture and cultural food contributions that sustain our lives as Canadians in our bountiful north. We want this as much now as when this all began 20 years ago. As a family, the estate of Anita Stewart, we are completely committed.
Senator Black: The first-ever food policy in Canada was announced on June 17, 2019. The Minister of Agriculture and Forestry talked about “a new Canada brand” and “buy Canadian.”
In answer to Senator Deacon’s question, I hope that the establishment of food day in Canada, working in concert with the many volunteers of Food Day Canada, will raise the pride and confidence that many of us have — and many more of us need to have — in the food that we produce in Canada, not only for our own domestic use but for international and folks abroad as well.
Certainly, it’s in all our best interests to know, know more about and love the food that we see on our shelves every day. Working in concert with “buy Canadian” campaigns, Senator Deacon, I think this is an opportunity for us all. Thank you.
Ms. Mackay: I think celebrations like this, choosing Canadian options, is good for our economy and for everybody in the food system; and then the concept of building trust and support as a backbone of where we need to continue to grow support for Canadian foods, starting right at the farm and working all the way through to the restaurant.
Senator Wetston: I have a two-part question, if I may. I’m not sure who might want to answer it. Potentially, Senator Black.
I’m always a bit concerned about having another day legislated. I’m not suggesting that it’s a great concern, but I would ask whether or not one of the reasons for this is to find greater support for the sector from the perspective of government intervention, contributions, subsidies, et cetera. I’m not saying that in any way to minimize the importance and quality of the sector and what it contributes. We are fortunate as a country, obviously, to have many aspects of the benefits that we get from the agriculture and food industries.
The second part of that question is that I look at this sector in an economic way in which we have producers and consumers, and I look at the welfare transfers that have occurred in this sector over many years between consumers and producers. I’m wondering whether or not having a legislated food day — which may be a very good idea — can also represent issues of sustainability and food security, as well as challenges associated with the sector, including food pricing, et cetera.
Would you have any comments on that generally? I realize it’s an open-ended question, and I’m happy for any of the witnesses, including Senator Black, to try and address that. Thank you.
Senator Black: Thank you very much. The food day in Canada bill is designed to be a federally supported recognition of Food Day Canada, but I can assure you it’s not meant to cost Canadian taxpayers anything, and that’s the big difference. The true point of the food day in Canada bill is to unite Canadians from coast to coast to coast. So it raises that awareness, Senator Wetston, in the height of the growing season, to celebrate our farmers, producers, restaurateurs, grocery retailers and chefs.
Certainly, the impact would be immense, and as you note, I think it will raise the issues of sustainability and food sovereignty. It’s an economic driver; we know that. I noted the statistic that approximately 7.4% of Canada’s GDP is agriculturally derived; so that’s one area. The impact would also include awareness and understanding. I hope that has partially answered your question.
Mr. Stewart: If I could add, having a day like food day in Canada would create space. By that I mean it would be creating space in people’s minds and at people’s tables to share some of these great stories and celebrate what we have as a bounty here in Canada, but it is also creating space in time for conversations about educating people in Canada and educating others about some of the great things that we have in Canada, at the same time as we create space to have some, perhaps, difficult conversations sometimes about food in Canada. Maybe we can look at better ways to ensure Canadian food sovereignty or Canadian food security, which are all things that mesh with our food system and things that we should be talking about if we want to make life better for people.
Senator Oh: I’d like to recognize Senator Black for the initiative of taking things one step further to make this important day.
As we know, the agriculture sector employs over 2.1 million people from coast to coast. It’s very important to celebrate a Canadian food day but also the exports and the employing of 2.1 million people. The food day will let us celebrate locally, regionally, from coast to coast, but I had an idea that I just want to share and to get comments from the witnesses. We have missions all around the world. I have been travelling and studying Canadian agriculture and the different departments, especially the Department of Agriculture. We could also establish a Canadian food day overseas at our missions around the world. The brand of Maple Leaf Foods is always a bestseller around the world; it’s a recognized brand name.
I was thinking of expanding the Canadian food day to a few missions first and gradually expanding it to become a well‑known brand name of Canadian food day. People will love it. We could tell the world how much we have and what we can offer from coast to coast, from sea to land. Almost anything the world produces, we have here in Canada. That would also help exports of agriculture and food from Canada. We are the fifth‑largest country in the world in terms of agriculture and production.
Can I have the witnesses, including Senator Black, give me some idea or comments? Thank you.
Senator Black: Thank you for that question, Senator Oh. I think that’s best answered by the volunteers who are involved on a day-to-day basis, being Mr. Stewart and Ms. Mackay, but I think your suggestion is a wonderful one. That group of volunteers needs to further pursue that, going down the road.
Increasing the awareness around the world of food in Canada and the good food that we grow is absolutely critical as we increase our reach and work to achieve what was put out in the Barton Report a number of years ago to increase our exports around the world. Thank you very much, and I’ll leave it to the other two witnesses.
Ms. Mackay: I would love to speak to that. Thank you so much, Senator Oh. I think that’s an amazing idea. We have a few examples of expats — Canadians who are in other places — who have chimed in and shared on social media to say something like, “Hi. I sourced Canadian pork today to share as part of Food Day Canada.” It absolutely has the foundations. We started it to make sure people here at home are aware and supportive of Canadian food ingredients, but it would be a great rally cry, globally. I love your concept of starting in a couple of centres and then literally taking it to the world. Really great.
Mr. Stewart: I like the idea, too. I am very supportive of any way that we can shout it from the rooftops that we have some of the most amazing food here in Canada. We can feed the world. We have those abilities if you look at the Prairies and some of the great foods, whether you’re talking about big brands or lesser-known brands. We have great food safety. We have great food security.
I was talking with a centre up in Whitehorse where they’re doing food innovation and helping new entrepreneurs in the food business to develop. They’re now shipping Grandma Treesaw’s Bannock recipe internationally, all over the world. There are many different examples of great food entrepreneurs who just need that little bit of a push to get over the edge, to get their exports known or to become known generally as coming from this great food nation that we have. We know we have a great food nation, and I completely agree with you, Senator Oh, that the rest of the world needs to know that, too.
Senator Cotter: Thank you to the witnesses, including Senator Black, for this presentation. I’m certainly supportive of the idea of a national food day, but I have two maybe different types of questions. So much of Canada benefits from the work of the people who are applying their trades in the agriculture sector and from my province of Saskatchewan. In many ways, the economy of Saskatchewan was built on agriculture, so this is a matter of some significance for them regionally, as well as nationally.
My first question builds on that of Senator Oh. What ideas might there be or could we create to take a kind of strategic advantage of a national food day? His example, which seemed to me to be attractive, is to have the Government of Canada engaged in a celebration of Canadian agriculture and food at every embassy in the world on a Canadian food day, so that we have a strategic and coordinated approach to all of this. That’s the first question. What are the strategic benefits?
Second, and this seems to me to be equally important and it may be valuable to hear a specific support. Agriculture is a joint jurisdiction in Canada. I’m presuming that the Canadian provinces and their agriculture departments or ministries are supportive, but I think it would be helpful to know that. It would be helpful to know what can be done in partnership not just with farmers and other food producers but with provincial governments for whom agriculture is an equally significant aspect of their mandates and their provinces’ economies. Thanks.
Senator Black: Thank you very much. I will answer that second question first and point out that on behalf of Food Day Canada over the last couple of years, and in honour of Anita Stewart, I’ve reached out to each province, both the premier and the Minister of Agriculture, in a letter to encourage them to recognize them on Food Day Canada on the long weekend in August. I’m delighted to tell you that I’ve heard back from many. Some I don’t hear back from, but I know the organizers, Ms. Mackay and Mr. Stewart, hear back as well. I’m pleased to share with you that many if not all provinces do something, Senator Cotter. I agree it’s a joint endeavour between the federal, provincial and municipal governments. I’m also pleased to tell you that many municipal governments undertake recognition initiatives.
With respect to the strategic benefits, I’m aware that Anita Stewart had so many ideas in her mind, and I know she got many of those ideas across to people like Ms. Mackay, her family and me, actually, and I think we have nowhere to go but up with respect to how we can achieve greater things here in Canada and beyond. Thanks.
Ms. Mackay: I would add the way the concept is built means the day can be as small as an individual buying local food, something with a Canadian flag, or it can be done regionally, municipally, provincially, nationally, and, to Senator Oh’s point, globally. The concept of setting up at embassies, so people around the world could celebrate at the same time to elevate the day is built in. An act like this would just help make that happen.
[Translation]
Senator Petitclerc: Thank you very much for all your work, Senator Black, not only on this bill, but on the ground. I know it’s very much appreciated. We can see that today with the feedback we’re getting.
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It’s always difficult to ask a lot of questions on these bills, because the way I see it, that type of bill where we choose a day and celebrate is an opportunity. This bill will provide opportunities, and then, it’s up to the stakeholders, the provinces and the organizations to make it happen and to make it into something.
My question is about momentum. I want to hear your perspectives, all of you and Senator Black, because I know that you work on the ground with the people. In the last two years, while going through the challenges of this pandemic, I have a feeling that — and it’s just a feeling, so that’s why I want your perspectives — it forced a lot of us to go back to our kitchens and cook, and it inspired many to buy more local products. Is this an opportunity, as we talk about “building back better,” to use that momentum, and could that day, that bill, be used to leverage that momentum? Am I reading this correctly? Do you have something to say about the idea that there is actually a bit of a momentum when it comes to food in Canada that we should build on that and that this be a part of that?
The Deputy Chair: Senator Black?
Senator Black: Thank you very much, I was hoping to hear from the volunteers, and —
Senator Petitclerc: Yes, of course.
Senator Black: I will say I think the pandemic, as I’ve said in the past, has created an opportunity for us, to go back to the kitchen and learn more about the food we eat and where it comes from. We see that outside of this initiative as well, absolutely. This day will provide another opportunity to expand that awareness and education for all of us.
Mr. Stewart: I completely agree with the momentum comment. The pandemic has forced everyone to think about cooking for themselves and getting out of restaurants, and they’ve started to pay more attention to where the food comes from and elements of the food system.
Food Day Canada certainly helps that, but there are other elements creating momentum as well. Because we’ve been separated for the last two years, there’s momentum now to get back together. People want to have gatherings, go out and celebrate, because we’ve had two years of deferred celebrations. That’s part of the momentum, but there is another bit of momentum that’s happening as well. As we look around the world, we see conflict is creating issues for agriculture in other parts of the world. Canada’s food system is solid, and it’s available. As Ukrainian wheat, for example, becomes less available, Canadian wheat will become more available. This momentum is going to continue and may even be amplified over the course of the next few months or years.
The Deputy Chair: I think it’s nice the champion racer asked about momentum.
I’m going to squeeze a question in for myself here quickly. I come from the City of Edmonton. Alberta celebrates Heritage Day on the August long weekend, and in Edmonton, we have an enormous outdoor festival of international cuisine where Canadians represent four dozen different ethnocultural traditions and have a giant festival of food in our largest park. I note with a little concern that your group of people — how should I put this — is not exactly reflective of the demographic diversity in our country. I’m wondering what you can tell me about efforts to make sure we celebrate the real richness of Canadian cuisine, which is that we’re able to draw on the food traditions of mother countries from around the world. In Edmonton, this weekend is a celebration of that diversity, and I’m wondering what you could tell me about how you’re going to make your event reflect that same diversity.
Ms. Mackay: If I may, I’ll start on that one. Thank you so much for asking that. I didn’t get to cover it in my five minutes, but if you think about the over 150 restaurant partners that are already part of Food Day Canada, there’s definitely a lot of diversity. We have a number of First Nation chefs, and then internationally, chefs might cook those recipes, but they’re using Canadian ingredients now, and that’s really exciting. We’re going to hear from some farmers in the second panel, but we’re seeing Canadian farmers grow ingredients that meet the needs of people from other countries who are either new to Canada or just want to cook from some other place.
I love when there’s an existing event like the one you’re describing in Edmonton, and we can put that food-day-in-Canada flag on it to say we’re celebrating food from other countries, but it’s grown right here at home.
It’s absolutely an opportunity to grow that kind of thinking, because Canada is already a multicultural place of food. We enjoy food from all around the world, but we’re saying, “Let’s use Canadian ingredients to cook those amazing recipes that you bring from your country.”
The Deputy Chair: I’d like to stress that these are Canadians. This is the food of Canada. In Edmonton, the food of Canada is donairs, green onion cakes, pho and perogies. That is Edmonton food, so I want to underline that point. I don’t know if anybody else wants to respond to that.
Mr. Stewart: I’m mindful of time, but I do want to mention that this is really about ingredients as opposed to being about specific recipes or methodologies. Looking at Canadian food, it’s an evolution, and as people come to Canada, as people build our culture in Canada, it’s always changing, and it’s evolving.
If you look at the food culture in Canada from 50 years ago and you look at the food culture from this past year, or what it may be going forward, it’s always evolving. That’s the amazing thing about Food Day Canada, it allows for space, discussion and education around this evolution and expansion.
Senator Black: I will end by saying that I’d like to learn more about green onion cakes.
The Deputy Chair: They are the food of Edmonton.
Senator Black: But I will say that food is part of our past, our present and our future, and we can learn a lot about the history of our country through our ancestors, and what people today are eating.
Anyway, we can incorporate the Food Day Canada banner, and Food Day in Canada or day in these events. I think it is tremendous. Thanks.
Senator Marwah: Thank you, Senator Black and the witnesses. It is great to hear your views on this topic. Senator Black, I am very supportive of a food day, I think it’s a great idea.
My question doesn’t pertain directly to food day, but it’s a broader question, and I would love to have your thoughts on it. It’s something I often wonder about. Canada has a great representation of equality, safety, and that applies to the food industry as well. Have we leveraged the opportunities to increase the value-added content of our food chain, or are we just focusing entirely on the raw materials? It seems that we could do a lot more by increasing the value-added content and increasing the profit accruing to both farmers and the food industry, but I don’t see enough processes that we could implement, whether it’s in seeds or in food. I know a lot of other countries take that product and increase the value-added content, and sell it at triple the price. So why can’t we do that at home?
Senator Black: I will start that answer, and I couldn’t agree with you more, Senator Marwah. I think that is one of my thrusts over the next 15 years in the Red Chamber, that I will work on.
I know that our organizations across Canada, the national organizations and provincial organizations, are asking those same questions. They are wanting to work with our government and with provincial governments to do just that, to take the commodity and increase the value of it, rather than send it out and buy back the upscale product. I look forward to further work in that regard, and further support from the federal government and the Minister of Agriculture to do just that. If we can do that, we can meet and work towards those targets that the Barton Report and many of the other task forces that have taken place over the last number of years, strive to undertake. Thank you.
Senator Marwah: Senator Black, if I could make one comment on that. I think you’re absolutely right, Senator Black, because if we don’t really do something with the value-added process, we effectually become a modern-day colony, whereby we export our raw material and import finished product. That’s what colonialism is all about. We have to start to get value-added content in Canada rather than relying on imports of those things based on our exports, with which we can do a lot better. I wish you luck.
Ms. Mackay: I would add that I couldn’t agree more. Getting our food processing sector excited about sourcing Canadian ingredients and creating those value-added is really important. I’ve been having these conversations for a long time, and I remember speaking with Canadian processors 10 or 15 years ago who were very hesitant to use the made-in-Canada brand as part of their product, because they like the opportunity to buy cheap ingredients, quite frankly, from other jurisdictions. Getting their buy in and having them see the opportunities and the value of having ingredients grown close to home is also really powerful.
The Deputy Chair: Thank you very much, everybody.
Senator Klyne: I have a question for each person on the panel here. My first question is for Ms. Howell. The farm-to-table philosophy has been very helpful for educating Canadians on where their food comes from and the steps in between, and I think it’s something we need to continue to focus on for future generations. It’s been a tough couple years for the restaurant industry, and the hospitality industry in general. As a restaurateur, what would the establishment of a Food Day in Canada mean to you and the hospitality sector of Canada, generally?
The Deputy Chair: Senator Klyne, may I point out that Ms. Howell hasn’t testified yet? She is speaking on the second panel.
Senator Klyne: I’m sorry, I thought that was who was just speaking. Sorry. Can I go to Mr. Monchuk?
The Deputy Chair: Mr. Monchuk hasn’t testified yet either.
Senator Klyne: Well, I have one for the celebrity here, the proposer of the bill. How about that?
The Deputy Chair: Senator Black is definitely here.
Senator Klyne: I see him now, thank you. Senator Black, thank you for being here, and for championing this bill. There’s no region in this country that doesn’t depend on its agricultural sectors, whether it’s wheat, grains, lentils or fall crop farming, beef production, dairy farming or living off the land. Canadian food products sustain all Canadians, and on many accounts, we feed the world. This bill celebrates that fact. Can you tell me what, specifically, you hope the creation of Food Day in Canada will result in and your vision is? To achieve your vision for this bill, will it require collaboration of federal, provincial and territorial food and agriculture ministries and Indigenous partners? Is it simply an exercise in raising awareness and celebrating Canadian food products, or are there other goals you hope to achieve?
Senator Black: Thank you, Senator Klyne, for that question, my vision for the Food Day in Canada act is to build upon the work that the Food Day Canada folks are doing so that we can celebrate a day, from farm to fork, in Canada once a year — or more, obviously — but once a year through a Food Day in Canada celebrations across the country.
As a vision, I see the idea that it will bring people together from coast to coast to coast. Ms. Mackay and Mr. Stewart talked about the celebrations. Whether it’s at home or at my cottage, or whether it’s something larger in the city of Edmonton, tagging along with something in the city of Edmonton or beyond. It will require, and has required collaboration among all orders of government, and I’m pleased to say, and as Ms. Mackay pointed out, they have seen work being done and recognition at the federal, provincial and local levels on this day for the last number of years. The stats that she shared with us with respect to the number of hits, the media, the media outreach, et cetera, is tremendous. I think that also shows the collaboration with the media as well. Thank you.
The Deputy Chair: Thank you all very much. I want to thank our witnesses, Senator Rob Black, Ms. Mackay, and Mr. Stewart. I would like to thank you very much for taking part today and putting up with some of the technical challenges of doing a Senate hearing this way. Your assistance with this bill is very much appreciated.
For our second panel, we’ll hear from Cherilyn Jolly-Nagel, who is a grain farmer from Saskatchewan and the host of Food Day Canada’s Instagram in 2021; Clinton Monchuk, a grain and chicken farmer from Saskatchewan, an executive director of Farm & Food Care Saskatchewan; and Ms. Sal Howell, who is the proprietor of the River Café and Deane House in Calgary, Alberta. I want to thank our Western guests for getting up rather early in the morning to do this with us.
Cherilyn Jolly-Nagel, Director, Western Canadian Wheat Growers Association: Good morning, everyone, and thank you for the invitation to be here and share my support for establishing Food Day Canada. My name is Cherilyn Jolly-Nagel, and I’m tuning in today from my family farm near Mossbank, Saskatchewan. For more than 100 years, my family has been farming this land, and we are so proud to be raising two daughters, and several nieces and nephews, in a community supported by agriculture. On our farm we grow green lentils, canola, durum wheat, sometimes chickpeas and sometimes barley. We also have land that is seeded to grass and alfalfa for animal feed.
For the most part, much of what I grow is destined for the export market. I don’t sell what I grow at farmers’ markets and I don’t package up our grains in smaller bags with the beautiful family logo for the grocery store. My customers are grain companies whose customers are foreign markets.
For example, my lentils are destined for India. Our durum wheat heads south across the U.S. border or overseas to Italy. Our canola gets shipped to China or is processed here in Saskatchewan and then shipped as oil.
Senator Black mentioned the Barton Report in which the recommendation is to increase our exports. Much of the discussion in the first session was around adding value to those exports, and I couldn’t agree more.
Most of what I grow is considered “bulk commodities,” which doesn’t have the same flair as the yummy food descriptions that Mr. Stewart bragged about earlier. In light of this, it would be easy to detach myself from the food conversation. Of course, I grow food, but I am only one link in the value chain that brings food to the kitchen table. Standing between me, the farmer and the consumer is an enormous transportation system, a processing system — which was also discussed this morning — and a marketing department for each individual food company.
Every year on our farm, we grow enough canola for 1.8 million litres of canola oil and we grow enough durum, on average, for more than 40 million servings of pasta. So I rely on export markets, but I need the trust and support of Canadians to grow and thrive. Rules, regulations and food trends have a tremendous impact on me as a farmer, and I work hard to influence those where I can.
For many years now, I have worked hard to find creative ways to connect with consumers here in Canada and around the world. Senator Oh mentioned the Maple Leaf brand. Maple Leaf Foods is branded around the world and carries with it a renowned reputation for quality. From my experience, especially pre‑COVID, Canadians take that brand for granted.
I’ve spoken to many audiences and given presentations about my farm and about the modern agricultural practices that we use to grow safe, healthy food. I have been a guest on countless podcasts. I have gone into schools to educate students and teachers about life on the farm. Through organizations like Farm & Food Care, we have trained other Canadian farmers on how to engage with consumers and calm the fears that we see exacerbated on social media. As a speaker and as host of Canada’s Farm Show, I have a platform to share amazing stories of the food system that we have here in Canada.
Finding new ways to introduce farmers to the world is fun and rewarding. I am so proud of our industry, and with initiatives like Food Day Canada, we will continue to build trust and confidence in Canadian-grown food.
It would mean a lot to me as a farmer to have a day dedicated to food in Canada, as one more way to build relationships with fellow Canadians and share with them the amazing stories of how their food makes its way to our restaurants and kitchen tables.
I want Canadians to know that their food is grown by people who really care for the land. I want Canadians to know that their food is safe. As a farmer who sells to the export market, I have to worry about the rules and regulations set forth by many different government bodies, including ours here in Canada. I welcome any chance I get to have an impact on the impressions Canadians have of the agriculture industry.
Thank you so much for the time today. I look forward to hearing your questions and comments.
Clinton Monchuk, Executive Director, Farm & Food Care Saskatchewan: Hi, everyone. Thank you very much for having me testify for Bill S-227, An Act to establish Food Day in Canada.
Along with my position as Executive Director of Farm & Food Care Saskatchewan, I’m also involved with a family farm outside the small town of Lanigan, Saskatchewan, where, together with my brother, we own and operate a grain farm and table egg business that spans 4,400 acres or — for those of you unfamiliar with that area — roughly the playing area of 4,400 football fields. Similar to Ms. Jolly-Nagle’s family, our family has been farming on this land for well over 100 years. God willing, it will be in our family for another 100 years or more.
Farm & Food Care Saskatchewan has a membership that spans every commodity in the province of Saskatchewan, along with rural municipalities, processing companies, the Government of Saskatchewan and many other agri-businesses. This ties into the conversation of the full value chain of agriculture. Our mandate is to ensure that consumers understand not only where their food comes from but how farmers and ranchers are growing this food in this country.
Fewer than 3% of Canadians have a direct tie to a farm or ranch in this country, which means there are a lot of questions out there from consumers about what we’re doing and why we do it. Through a variety of programs with Farm & Food Care and our partnerships with others, we aim to engage Canadians in conversations about how their food is grown, along with the modern technologies that are used to grow this food. Initiatives like Canadian Food Focus or FarmFood360 are literally reaching out and engaging with millions of Canadians every month.
Bill S-227, food day in Canada, is yet another initiative that aims to not only promote Canadian food but also the hundreds of thousands of farmers and ranchers in this country who put their heart and soul into what they do. I think you can attest to Ms. Jolly-Nagle’s testimony that it really is a part of us and what we do.
We know there’s a lot of misinformation about food that’s floating around either through social media or some of the conversations that I know you all have had in the past about food. I can truthfully testify to you today that I have never met a farmer or rancher who wasn’t proud or passionate about the food they’re producing on their own farms.
The backbone of every successful country has always been the ability to feed their own people. This country has been truly blessed to have an abundance of land and natural resources to do exactly that.
Creating opportunities to speak to Canadians about food advances a better understanding of what’s grown right here at home and the pride in this great agriculture industry. I’ve had the privilege to host and be a part of numerous farm tours, including hosting Mr. Stewart’s mom, Anita, at a farm tour here in Saskatchewan. Every tour results in everyone knowing a little bit more about farming, food production and ranching, and this creates more pride in what we have here in this country. The stronger appreciation results in positive posts and comments that echo throughout the country with these different individuals.
I’ve always said that if I had an endless supply of funding at Farm & Food Care, I’d invite all 40 million Canadians to my farm to tour and show them exactly what I do. We all know that’s not going to happen. My fingers are crossed for funding in the future, but I don’t think that will be a possibility. Instead, we need opportunities like food day in Canada to create these conversations to speak louder and prouder about Canadian food.
I want to thank the Senate for the opportunity to speak today in favour of Bill S-227, food day in Canada. I ask that every senator here listening should feel free to ask questions and hopefully support this bill. Thank you.
Sal Howell, Founder and Proprietor, River Café, as an individual: Thank you very much for the invitation to participate in this process to support Bill S-227, designating Food Day in Canada.
I’m very honoured to be here today. Food Day Canada, in its simplest form, is a celebration of eating — the most universal experience that connects us all. By creating a designated day to celebrate Canada’s ingredients, we acknowledge all the people who grow and produce good food in this country, and we shine a light on the importance and value of our local food systems.
I am a restaurateur and the proprietor of River Café in Calgary, Alberta, for over 30 years. Our hospitality cultivates connection. Dining is a cultural event, and restaurants are a modern salon leading the conversation in areas of food, ecology, sustainability and environmental stewardship.
We make very deliberate and conscious choices about how we source and prepare local ingredients, and we champion growers and producers who care for the land as a renewable resource.
Our restaurant is a very small community of passionate food professionals that includes chefs, bakers, hosts, cooks, servers, managers and sommeliers who are all dedicated and deeply committed to local, seasonal Canadian ingredients.
This community is part of a much broader food community that includes local producers, growers, farmers, ranchers, distillers, brewers and fermenters to name a few. We also connect to the culinary community of chefs and restaurateurs in our city and across the country. We share ideas, we influence each other, and we all feed people.
I want to acknowledge Anita Stewart, the founder of Food Day Canada, for many of these connections. It was Ms. Stewart who put the words “Canadian cuisine” together more than anybody I know. Through her life’s work, Ms. Stewart brought Canadian cuisine champions together in common pursuit of advocating and educating eaters and consumers about the quality of our country’s edible bounty.
I think Food Day Canada has the opportunity to become the occasion to celebrate our country’s rich culinary and cultural diversity through the simple invitation to shop, cook and dine Canadian and share those experiences, all food experiences, all recipes and stories.
We have participated in a Food Day Canada celebration at our restaurant since the beginning, and we have watched it grow into a strong and very proud movement. The affiliated Good Food Innovation Awards sponsored by the University of Guelph have inspired many chefs and restaurateurs, just like us, to take up the challenge and ask the question, “How local can we be?” And the results from restaurant menus across the country have shown an extraordinary exploration of regional ingredients and has demonstrated an exciting culinary innovation. These menus have been shared on social media and covered by journalists, and this fuels a constant consumer curiosity and engagement.
This engagement is an essential part of the ongoing education and awareness for the local food movement. The simple act of identifying the provenance of ingredients on restaurant menus sparks conversation, invites curiosity to learn something new, to share stories. It demonstrates respect and makes an invaluable connection to the farm or geographical region, providing an opportunity to highlight the stories of the people behind the food, where it is grown and how.
This in turn has helped build demand for local at the market and helped the viability of small farms and growers. It builds pride and priority to choose local and to choose grown in Canada.
Anita Stewart exemplified her mantra, “Canada IS food and the world is richer for it,” by exploring and promoting Canadian food culture and by amplifying the voices of the Canadian food community. Though her focus was food, her mission and philosophy were to connect the people with the land and with each other while actively promoting the growth and study of our distinctly Canadian food culture.
This work is not over, and there is so much more to do. Food day in Canada as a day of celebration would indeed continue to shine a light, invite gratitude and pride, raise valuable awareness in support of our local food communities and for the people who work hard to feed us now and into the future.
Thank you for having me and I look forward to your questions.
Senator Klyne: Ms. Howell, thank you for your comments here. The farm-to-table philosophy has been very helpful for educating Canadians on where their food comes from and the steps in between. It’s something we need to continue to focus on for future generations, and I always think about the blue cow and success of marketing and how that can bring attention to Canadian foods.
It’s been a couple of tough years for the restaurant industry. As a restaurateur, what would the establishment, with this bill, of food day in Canada mean to you and the hospitality sector of Canada? How will it complement the already-established Food Day Canada?
Ms. Howell: Thank you for that. It has been a couple of rough years, but we’re here. Food day in Canada, as it would highlight all the things that we’ve talked about, gives an opportunity to engage more consumers in the idea of local food, Canadian food.
We make decisions every day about what we choose to buy to eat. Our decisions can have an impact. We know, from our operations over many decades, that we can use sustainability as a decision-making tool. It affects all our purchasing. Some of those days, like this opportunity of a day to highlight, allow us to continue to have more conversations. There are many people who can come to our restaurant and just dine and not be very engaged in that. So highlighting a national day may invite the curiosity and questions leading to more conversations and to influencing purchasing decisions at the supermarket, at the farmers’ market. We know that consumer demand can change the supply and definitely bring viability to our industry.
Senator Klyne: I have another question for Mr. Monchuk.
Mr. Monchuk, your organization is a coalition of many different groups in the agriculture sector. Have the calls for a food day in Canada been universal? Has anyone suggested different methods, other methods, for raising awareness? What else can the federal government to support Canadian agriculture?
Mr. Monchuk: In my conversations with the different commodity groups, absolutely everyone is in favour of food day in Canada. I have not heard any organization dissent from that. In terms of other opportunities, of course, we’re always looking for opportunities to have more engagement with Canadian consumers and abroad, too. There are also conversations happening with those who are purchasing our products either in the United States or across the oceans.
Yes, we’re always looking for opportunities. In terms of support from the governments, the Government of Saskatchewan is a huge, huge supporter of building trust in the public. We do have opportunities as well through the Government of Canada to partner with different programs, like their agri-competitive program with which we are partnering as well. There is some strong support, senator.
Senator C. Deacon: Thank you to our witnesses. Compelling testimony.
I want to speak to the issue of trust. Certainly, when Ms. Jolly-Nagel was speaking — well, each of you actually — the word “trust” kept coming to mind. We must really cherish that in this era. Our colleague Senator Simons spoke powerfully about the disinformation, misinformation and “mal-information” that’s coming into our organizations on various topics today. Trust is crucial in order to fight the current trend in the world where distrust is maliciously created.
In order for us to increase the value of Canadian food and to prioritize Canadian food in the eyes of consumers globally, efforts like this are important because they’ve got tentacles in every community, so you can leverage the trust of people in different communities. It’s especially important when you look at our labelling in Canada. There are few Canadians who understand the difference between “product of Canada” and “made in Canada” in our labelling. I’m a big fan of having ingredients and a product that is made in Canada from Canadian products.
If you could speak to that overall push, starting with Ms. Jolly-Nagel and going in the same order that you spoke, I would appreciate it. Thank you.
Ms. Jolly-Nagel: Thank you for the question and the comment. I couldn’t agree more. Part of my testimony this morning was about how I’m a bit jealous because it’s much easier to build a relationship with someone who is buying your product when they are face to face with you. They can ask you personal questions about how something is grown.
I don’t have that opportunity often. I have to seek out opportunities to visit with consumers who might be purchasing canola oil or lentils. When people think of large green lentils, they don’t think of Saskatchewan. Yet, we’re a very big player. We were the largest exporter of lentils around the world, but I don’t often get an opportunity to answer questions directly from Canadians who are buying lentils. Building relationships help us build trust. Having a day like this is one more tool in the tool box that can I use when I visit with and answer questions for anybody who is interested in what is grown on my farm and what’s grown within the borders of our province and our country.
Mr. Monchuk: The interesting fact about Canadian products is that when we did some studies a little while ago on what is considered local, the vast majority would actually say Canadian is local. That’s what this really supports. Restaurants are going to source local ingredients, which is great for this, but it’s important to have an appreciation for all of Canadian food, to be able to — like you said — have labels that say specifically, “This is a Canadian product,” whether it’s your eggs that are produced on my farm or the durum that’s produced on Ms. Jolly-Nagel’s farm and to have pride in those products. This day creates that opportunity to engage in those conversations. It’s a great addition.
Ms. Howell: Restaurants are the storytellers between the producers and consumers. We have the opportunity to share about the ingredients. We make conscious decisions about what we choose to serve. It’s all Canadian. We get to have that conversation but Food Day Canada allows us to collaborate with other restaurants, restaurateurs and chefs to share this story in a much bigger way. Having a designated day allows us to take up the charge and champion this in a much broader way.
Senator C. Deacon: I like that statement: Restaurateurs are the communicators between the producers and the consumers.
Senator Oh: Thank you, witnesses. This is probably one of the most interesting subjects we have talked about and one of the most important days for the Canadian food industry.
My question is for all panellists. I see that one of the potential benefits of a designated food day in Canada is to recognize those who provide food for us, who, of course, are our Canadian farmers.
My question to you is: What benefit do you see food day bringing to Canadian farmers, our agricultural community and, especially, the food processing centres? Another thing is our diverse community — they all can get involved. Canada is probably one of the best countries in the world in that you can have any kind of food in this great country, in this great city.
I have one more comment. We have been locked down for two years now. It’s about time we came out to support those great restaurants, big and small, in our community. Thank you.
Mr. Monchuk: Those are excellent comments. This provides the opportunity to have some of those conversations between farmers and consumers. When you create an initiative like this, senator, it allows you to post online some of the things you do that consumers might not understand and that there might be some misinformation about.
For example, I use herbicides on my farm. Without the ability to use those herbicides, I would have to till my land more. If I till my land more, it’s going to have negative environmental repercussions as a result of that. Having that conversation better educates the consumer so they’re more knowledgeable about why I choose the practices I do. This leads to, again, more understanding and a better trust in farmers and ranchers regarding their practices.
Your comment about value-added — and Ms. Jolly-Nagel mentioned it — about processing, especially here in Saskatchewan with more crushing plants for canola, we are starting to see that. There’s more knowledge about how the canola plant, that beautiful yellow flower that was genetically made in Manitoba and Saskatchewan, gets put into this wonderful, healthy oil that is sold not only in Canada but also around the world.
Senator Oh: Thank you.
Ms. Jolly-Nagel: I appreciated your comment earlier this morning that the world is watching. When you have an event like Food Day Canada where the intention is to connect with Canadian consumers, the benefit is that the world gets to hear that conversation as well. As Mr. Monchuk mentioned, there are opportunities for Canadians to ask farmers, whom they don’t know, direct questions and the world gets to hear both the question and the answer.
We look forward to more opportunities through the Food Day Canada hashtag and the brand to give us another platform to share what’s really happening on the farm today. Mr. Monchuk mentioned the use of herbicides. It can be a controversial topic, but when you put it in a conversation around food, it’s simpler. It’s easier. It’s less controversial.
There’s a large conversation happening globally about the use of fertilizers and fertilizer reduction. Fertilizers are incredibly important to me as a farmer. If I can build a relationship with somebody through lentils or canola oil and have an opportunity to tell them about the impacts of fertilizer use, carbon tax or various other issues related to agriculture, that is a tremendous benefit for me as a farmer.
Senator Cotter: Thank you. I’m a senator from Saskatchewan, and this has been an uplifting, inspiring conversation in two respects. I want to thank each of the witnesses for that.
I have two questions. The first is probably for Ms. Jolly-Nagel and Mr. Monchuk and is about this point of the Canadian brand. I think all of us will be supportive of the initiative here regarding Canada food day, so these questions may be building off that point. It’s in relation to the Canadian brand of food, which I think we have a high regard for in Canada, but we’ve been inconsistent in our position regarding the country-of-origin labelling when it comes to a lot of Canadian products, including agricultural products. I’d be interested in your views on that.
Maybe I could just pose my second question, which is for Ms. Howell. I was delighted to see that you were a witness here, and as you were speaking, I called up the website of the River Café restaurant. It’s my partner and my almost favourite restaurant in the world to dine at. I was uplifted just by looking at the pictures on your website.
Let me say this: I’ve dined at your cafe a few times, and it’s been a delightful experience, but the sourcing of the food you prepare in your restaurant had never occurred to me. I don’t know whether that’s my fault or whether you don’t profile it enough. Even looking at the website, it doesn’t jump off the page. Is there something strategic that can happen in restaurants across the country that can make that more effective, or do people like me just need to smarten up?
The Deputy Chair: Let’s start with Ms. Howell’s answer first, because she didn’t get to answer the last question.
Ms. Howell: Thank you for your very kind words. It’s a great question.
How much information and how much can we convey? You can dig a bit deeper on our website and find a lot of things about our philosophy and our purchasing decisions and our commitment to sustainability and what we choose to do, but on the menu, it’s limited. We are very committed to provenance of ingredients, and provenance might be identifying the farm or a region, and a lot of it is relayed verbally. Again, our servers are reading who they’re talking to. Some people want to hear a story and want to hear a lot and will ask questions, and some people are more interested in the company at the table. We dance around this all the time. We talk about this, and we’re prepared to share a lot.
But Food Day Canada, as an event to rally around, gives us another way to tell these stories, whether it’s through social media, creating an event with farmers and growers or chefs’ collaborative events where we invite all the media and talk about what we’re doing to try to get these stories out there. We communicate in a multitude of ways.
It’s a great comment, and I’m going to look at my website and make sure that we are saying as much up front as we can, but it’s complicated. We are committed, and I think we work very hard on building the reputation of how we choose our ingredients, and we do find ways to do it. I would just say that Food Day Canada amplifies these stories across the country of what people are doing, and I think it really builds a great sense of pride, and I know it influences consumers in general.
Senator Cotter: Thanks. That was insightful.
The Deputy Chair: Ms. Jolly-Nagel, we have about a minute left if you want to tackle the other question.
Ms. Jolly-Nagel: Thank you so much.
Senator Cotter, I so appreciated your comments about our brand and our somewhat mixed-up interpretation of the country of origin labelling and our Canadian brand.
I would say, for me, as a farmer living in Saskatchewan, I do feel incredibly vulnerable. I am a piece of the puzzle, but I’m dependent on many other pieces of the supply chain and the value chain. Where I wholeheartedly support the Canadian brand, and I believe that it is still a wholesome brand known for quality around the world, I would be remiss if I didn’t mention how vulnerable I feel as a producer, because our reputation has so much at stake, and our reputation depends entirely on reliability. I do worry that we are not as reliable as we should be in terms of our reputation, whether that is from railway strikes or strikes on the coast or any number of things that can happen. Even winter weather and getting our product to the coast, we are not as reliable as we should be, and I feel very vulnerable as someone who is growing food and is dependent upon our Canadian reputation.
Senator Black: To Ms. Jolly-Nagel, Food Day Canada has been celebrated in one form or another since the BSE crisis in 2003. In order to get it on the record, do you think your farm and the agriculture and agri-food community have benefited from Food Day Canada, and are Canadians outside the agriculture community also benefiting? Please share your thoughts.
Ms. Jolly-Nagel: Yes, of course. I would say yes and a big thumb’s up for any opportunity we have to showcase Canadian agriculture, especially for those of us that are dependent on the export market. We don’t have enough opportunities to speak to Canadians directly about what we grow. I appreciate this particular initiative very much. I believe not only has my farm benefited from that, but I think the whole industry and the sector, that supply chain that I keep coming back to, is very much reliant on initiatives like this to make sure that Canadians fully understand the good work that Canadian agriculture is doing.
Senator Black: To Ms. Howell, can you give us the top three benefits of your experience with Food Day Canada, and, conversely, have you experienced anything negative with respect to your involvement in the event?
Ms. Howell: Top three. I can’t think of anything negative that has happened. We’re talking about celebrating good food as a universal experience. But it is the opportunity to be able to tell and share more about what we do and why and be able to share the stories of our producers and the ingredients, and we proudly choose Canadian ingredients.
At different times of the year, our food shed changes. In the summer at the height of the season, we have a much smaller circle of sourcing, and it expands into other areas. It goes from Alberta to B.C. We do source across the country, but we choose to make it Canadian and as regional and local as possible. But it’s the opportunity to share stories and have an excuse to invite the media to amplify those stories.
Senator Black: My next question is to Mr. Monchuk. Your organization brings other organizations together, and we’ve heard that from others. Does Food Day Canada and the act to create Food Day in Canada, will that provide you and your organization with opportunities to engage with other organizations and encourage support of local agriculture and agri-food?
Mr. Monchuk: One hundred per cent. This gives us the opportunity not only to partner with Crystal and Jeff with Food Day in Canada, but it gives us the opportunity to actually work with other groups, whether it’s agri-businesses or the Canadian Centre for Food Integrity, whatever organization wants to be or is in the arena of amplifying the voice of what Canadian farmers and ranchers do. Yes, this is a huge opportunity.
Senator Black: Thank you very much.
Senator Wetston: I should direct this comment to Senator Black and indicate how supportive I am of his bill and how important I think it is, not only to the witnesses who are here supporting it, but also to Canadians generally. I congratulate you on bringing this forward.
I’d like to expand a bit on some of the testimony today, which I find very interesting and very encouraging. As a Canadian and as a senator, I’m very proud of the work the farming community does, very proud of the restaurateurs who do what they do, as well through the crisis that we have experienced in the last couple of years.
The first question is around Ms. Jolly-Nagel’s comments regarding her business being primarily an export business, as I understand it. There are developments occurring internationally which are suggesting we need to be more domestically secure in what we are doing as a country, whether it’s supply chain issues, globalization issues or security issues. I’m wondering — and maybe this is also for Mr. Monchuk — why is it that your business seems entirely focused — and I’m not sure about Mr. Monchuk’s business — on the export business and not on domestic supply? That’s my first question, understanding that I realize it is a bit far removed from the celebration of Food Day Canada.
The second question is where are the food processors and retailers in this country with respect to the issue that we are considering today?
The Deputy Chair: Ms. Jolly-Nagel.
Ms. Jolly-Nagel: Thank you so much for your question around domestic security.
I also sit as an international director for the Global Farmer Network. That gives me, as a Canadian farmer, an opportunity to hear from my farming peers around the world. Without question, one of the issues that sets me apart is that I have never experienced myself poverty, starvation or insecurity around food. The toilet paper issue around COVID was as close as I’ve ever gotten to not seeing food on the shelf. So it’s been an eye-opener for me.
We now see, with the war in Ukraine, that there’s a heightened expectation around domestic security of food. Without question, I would prefer to be less reliable on the export market, but it doesn’t worry me. I know that Canada grows a lot more than we can consume inside our borders. Of the 35 million Canadians that we have — if you’ll recall from my testimony this morning — our family farm will produce enough pasta for 43 million servings of spaghetti this year. That’s one year alone, one farmer.
I’m proud that we have the capability to grow that much, but the reality is that we grow much more than we can consume domestically. I’m working hard to increase the added value of each one of the bulk commodities I grow, whether that’s an increase in plant-based products, because I grow chickpeas and lentils, or whether it is having new pasta plants set up here in Canada or the canola processing. You will have heard all about the announcements in Saskatchewan in terms of increased canola processing.
We’re getting there and we’re getting better. We’re recognizing the opportunities to add value to these bulk commodities. But there’s a meantime, and the meantime is we’re still very much dependent on the export market. I’m proud of that. I’m really proud to speak to my farming colleagues around the world, processors, et cetera, and let them know that Canada is well positioned and prepared to supply them with the ingredients they will need.
Mr. Monchuk: As farmers, we want to produce food for Canadians first. The reality is, like Ms. Jolly-Nagle said, we produce a ton of food, especially out here in the Prairies. I look at my egg farm, and I realize it’s supply managed, but it supplies Saskatchewan consumers with those eggs. In terms of my export side — grains, oil seeds and pulses — we want to feed Canadians first, but the reality is we produce so much of it that it has to go overseas. That influences our prices, and at the end of the day we need that to make profit.
Senator Klyne: My question is ultimately for Ms. Howell, but I would appreciate it if others complemented it by chiming in.
Like my good friend and colleague Senator Cotter, and our experts here, I too am proud of the sectors in Saskatchewan, and it’s hard to escape the pride for the food and agriculture sector. I wouldn’t say it’s everywhere we turn, but it’s pretty much everywhere we turn at harvest time, if you’re on a highway. We are also home to the Canadian Western Agribition and the Farm Progress Show, which are big events that attract international visitors.
To complement what Ms. Jolly-Nagel is saying, Saskatchewan is the largest exporter of peas, lentils, durum wheat, mustard seed, canola, flaxseed and oats. To this day, it still boggles me why French’s mustard is in Montréal, but we produce all the mustard seeds for it. Anyway, that might be something Sabi Marwah wants to look into.
My question is around Food Day Canada. Food Day Canada is our largest and longest-running celebration of Canadian food. It’s an opportunity for all Canadians to show their support for our chefs, farmers, fishers and regional producers, and to celebrate the culinary diversity of Canadian food. It’s also a day to explore ideas of food sovereignty and food security, which is becoming a paramount point of interest.
How will this bill serve as a new platform to augment and advance the messaging you want to do the many things we’re already doing with Food Day Canada, as the largest and longest celebration of Canadian food? To take it to another level, how will this bill do this, and what happens if we don’t pass the bill?
Ms. Howell: Food day in Canada gives us a platform for education, awareness and support in having these conversations. It will lead to much more momentum. We self-impose our purchasing, or choose to purchase the way we do, because it really matters. If we can share the story of why it matters, that’s really important.
In a way, Food Day Canada, as a nationally designated day, validates all of these conversations. For all the food production partners in this country, it gives us momentum. We’re always problem-solving. The fact that we source only locally has us go back to farmers and producers, and we solve all kinds of problems. We’re looking for ways to do it differently, and we give each other feedback. Our demand for it creates niche products.
In terms of processing, can we create more incentives? Will this help us give more funding and incentives to processors to take these amazing ingredients that we grow in this country and turn them into those value-added products that we can continue to use and sell?
It’s a shocking statistic that mustard seed travels all over the world and then comes back into our supermarkets because it’s been made into something else in another country. We can change that.
Ms. Jolly-Nagel: Ms. Howell put it succinctly. This will validate our impact and it will validate my impact as a farmer — not only the impact we have about domestic food security, as was mentioned already, but our impact as an industry. We have an impact on GDP and on the global food supply, and the recognition of food day in Canada will help to validate us.
[Translation]
Senator Petitclerc: I’d like to thank our witnesses for today.
[English]
Of course, we cannot prescribe what individual stakeholder organizations will do during that food day, but listening to both panels, I’ve been learning a lot.
My question is this: Do you think it should be a priority, the messages we’re hearing today that food day be used to ensure those messages make it all the way to our kids and to the schools? How important is it that we ensure the population is aware? We talk about food security and everything, but how do we ensure that the messaging goes all the way to our very young kids? Is that important, do you think?
Mr. Monchuk: One hundred per cent, yes.
Senator Petitclerc: Do we do that enough?
Mr. Monchuk: There are organizations that do exactly that, such as Agriculture in the Classroom, which we are big supporters of and partner with. In fact, we have a day coming up in June where we’re providing meals to six schools within the province of Saskatchewan. We’re trying to make it an engaging opportunity. We have a game show where kids can guess answers to questions about farmers and ranchers and where their food is coming from. Having that involvement at a young age allows that engagement.
I want to give you an anecdotal example of that. My mom gave farm tours on her dairy farm since whenever until the time we sold the dairy farm. One friend of mine toured the dairy farm back when she was in Brownies, or whatever it was called back then. She watched a negative video about the dairy industry about five years ago. She came back to me and she said, “You know what? I saw how you treated your cows on your farm, and I know that’s not how Canadian dairy farmers treat their cattle.” It gave me a sense of pride that what she saw was embedded in her at such a young age that it changed her view of the dairy industry for the rest of her life. So, yes, 100%, children have to be a part of this as well.
Ms. Howell: I have some personal experience with this. We invite an elementary school, and we have pupils come into our restaurant one day a year and learn how to put lunch on the table. They do a number of workshops preparing food. They learn how to set the dining room. They come and harvest ingredients from our edible garden that surrounds the restaurant. I know this is so incredibly impactful. It is one of our favourite days of the year.
A designated food day in Canada will allow more people to build more of these opportunities. Yes, we absolutely have to talk to all our kids about food and good food.
Ms. Jolly-Nagel: I’m a mother, so it’s incredibly important that our daughters who are growing up here on the farm are knowledgeable about our operation and our farming practices. There is nothing more fun than going into the schools. I do it on a fairly regular basis. The janitors do not love me because I bring great big laundry bins full of canola seed and lentils. I let the kids dig their hands in there and play with the crops that we grow. But it’s such a fun opportunity for us to connect with them. If we had more knowledgeable Canadians coming out of high school, I think we would see a tremendous impact on the food trends that would happen and on some of the other issues that we’ve brought forward today on the use of fertilizers and herbicides. It has long-standing benefits for us.
Senator C. Deacon: I was reminded of my youth and the Markham fair where kids were learning how to make pizza. But it started with a combine and dairy and pork. They were shown where the food actually came from. It was very educational and very engaging for them.
My question is for you as passionate advocates in the community who make Food Day Canada work. Because Food Day Canada and food day in Canada will be very closely associated, how are you involved in the governance of it or the sort of cherishing by the community into the future? What’s your involvement in that regard and helping to make sure that this brand really does carry the trust, which you each engender in your communities, forward into the future? Thank you.
Ms. Jolly-Nagel: I was trying to do some math. If I look out my window, my closest neighbour is miles and miles away. I may come from a generation who doesn’t particularly love social media, and I will go on record as admitting that I don’t love social media, but there are such great benefits for us being able to communicate with so many people at one time.
I’m not like Mr. Monchuk. I don’t wish to have 40 million people show up on my farm operation. My whole family would boycott that; they would not appreciate that. But when we can dedicate that one day to taking pictures, to sharing stories, to really dedicating time to that one initiative, my farm can have an impact on the conversations around food, as can so many other farmers who choose that one day to participate.
Ms. Howell: I consider myself an ambassador for Food Day Canada. I know I will have many conversations with Ms. Mackay and Mr. Stewart and all the other volunteers. I already have many relationships with other restaurateurs and chefs across the country. We’ll continue to brainstorm about what we’re going to do and how we’re going to invite more people to the party.
Mr. Monchuk: Senator, this is creating a movement. If I look at not only how we’re engaging others with this, it’s creating a moving momentum that’s growing for Canadian food. I see this just growing into bigger and better things into the future, and I’m just so proud to be a part of it, moving forward.
The Deputy Chair: I’m now extremely hungry. Thank you, Ms. Jolly-Nagel, Mr. Monchuk, and Ms. Howell, for your participation today, for your assistance with this deliberation is very much appreciated. Thank you to all my fellow committee members for your active participation and your very thoughtful questions.
Next week, we plan to proceed with the clause-by-clause consideration of this bill. Committee members who intend to propose amendments are encouraged to consult the office of the Senate Law Clerk to ensure any amendments are drafted in the proper format and in both official languages. The office of the Law Clerk provides confidential advice and legislative drafting services to all senators. Those consultations should begin as soon as possible to allow sufficient time for your amendments to be drafted and translated.
[Translation]
It’s also helpful to send your amendments to the committee clerk in advance, so that she can organize and distribute copies for the meetings. Please note that your amendment will be treated as confidential and will not be distributed in advance of the meeting, unless you want it to be.
[English]
After clause-by-clause consideration, the committee may wish to append observations to the report. It is recommended that members provide prepared text of any draft observations. The text should be short and must be in both official languages. Again, the clerk can assist your offices with arranging for translation if necessary. There being no other business, honourable senators, the committee is adjourned.
(The committee adjourned.)