It deserves to be treated as a national priority, majority says.   Ottawa—Canadians have generally positive views of the agrifood sector and it needs to take advantage of the upcoming federal election campaign to reinforce its importance to the national economy. That's the conclusion of a new poll by Grassroots Public Affairs, which says that even with the positive results, “the industry, arguably one of the most significant in our economy, has work to do in telling its story.” Grassroots' Principal Peter Seemann said the poll gauged public opinion on a range of agricultural issues and policies to see how the sector rated in comparison to other leading economic sectors. “Its findings are consistent with a good news story.” Mixed in with the positive findings were some surprises including the lack of awareness of job opportunities in the sector, he said. In fact, only 32 per cent are likely to recommend a career in agrifood. “Too many people think it offers only low-skill jobs.” Among the positive findings were 89 per cent of Canadians are either very or somewhat confident in the safety of food grown or produced in Canada while 61 per cent believe agriculture has a positive impact on the environment. Forty-four per cent felt the agrifood sector is likely to grow over time, while 23 per cent believe it will likely shrink. While Grassroots is working with the Canadian Federation of Agriculture on its Producing Prosperity Initiative for the October election campaign, it did this poll on its own. It also worked with the Ontario Federation of Agriculture during the 2017 provincial election. Seeman is a strong booster of the agrifood sector. John Jamieson, President and CEO of Canadian Centre for Food Integrity (CCFI), said the agrifood sector needs to prepare “for the upcoming federal election by working to understand the opinions of Canadians toward this important sector.” The sector needs to build on the public goodwill the survey showed “by doing a better job of telling its story and connecting with consumers,” Jamieson said. “The CCFI is enthusiastic about the opportunities to collaborate across the sector to message about Canadian food and how it's produced.” Seeman said the survey reinforced his concern about a disconnect between the more than 80 per cent of Canadians who live in urban centres and the remainder who live in rural areas. “There is a real lack of awareness that agrifood has to deal with,” he said. The 2016 Barton report set out a long-term vision for the sector that it needs to work together to promote. The survey's findings “confirm that policy makers and industry leaders can build on the agriculture sector's positive reputation as clean, green and on the cutting edge of technology and innovation,” he said. “Few other industries are viewed as positively by Canadians. This is a sector with enormous potential.” Despite the generally positive findings, the results also highlight several areas where the sector needs to enhance its public opinion. Another area that needs address are the conflicting views on agriculture's environmental history, he said. While 36 per cent said farming practices and methods have become less harmful to the environment over time, 34 per cent say they have become more harmful. “As Canada's population has over time become more urbanized, the percentage of Canadians and the politicians that represent them, who have direct experience and understanding in agriculture has decreased,” Seemann said. “The industry needs to do a better job in collaborating and communicating the massive benefits it offers the country as a whole. This poll shows us Canadians already value our agriculture sector.” The survey results are broken down in considerable details in a 21 page report called the Grassroots Greenhouse, which provide plenty of details about public attitudes. Alex Binkley is a freelance journalist and writes for domestic and international publications about agriculture, food and transportation issues. He's also the author of two science fiction novels with more in the works.