The sector needs to focus on assuring consumers that sustainable food production will be good for the environment and food safety, he told the Canadian Agriculture Day conference during a panel discussion on making sustainability profitable for farmers.

“We have to be transparent even though consumers don’t care enough yet about sustainability to affect their buying patterns,” McCain said. “We need to find better ways to communicate with them about the impact of sustainability so we can build trust and transparency.”

The sector should be able to explain the benefits of climate smart agriculture will bring in terms of increased productivity and sustainability. “It’s a better method of farming and will lead to bigger crops and better soil condition. The system needs to be measurable and farmer friendly.

“We need constant action to keep moving forward. Thus far we haven’t been moving fast enough,” he said. “We need to work on the challenges.”

Ken Seitz, President and CEO of Nutrien, said the sector is working to reduce the carbon footprint of food production. It is important to have data on the measuring of carbon sequestration that shows the value of carbon management programs to farmers.

It is also important for everyone in the sector to realize that for them to be successful, everyone else must be as well. “That’s why we have to work on the sustainability side,” he said.

Farmers must be trusted to make the most of sustainability. Innovations like slow-release fertilizer will produce healthy soils and capture carbon. People talk a lot about hunger and we need to talk more about sustainability.”

John Stackhouse, RBC Senior Vice-President, said the sector “needs to find a way to explain what is being done at the farm level. There is so much opportunity to tell the story. We need to keep working at it.” At the same time, sustainable systems have to be economically viable for farmers.

“We need to put more into the system to help farmers to encourage farmers to work on carbon capture. We need to boost production to help feed the world. There needs to be more innovation and opportunities for carbon pricing.

Alanna Koch, Chair of the Global Institute for Food Security and the panel moderator, said attention has to be paid to reducing food waste and protecting water resources along with getting farmers onside about adopting sustainable practices that are tailored to their region.

All that will require a lot of collaboration and partnerships to help farmers adopt sustainable practices, she said. “Sustainability is Canada’s edge.”

This news report was prepared for National Newswatch.