If you had told me in high school or even university that I would be working in the agricultural industry, I would have laughed and shaken my head. A short while ago, I was managing a law firm and living in downtown Vancouver, worrying more about rain boots and labour law than winter coats and cereal crops. Here I am though, living in Winnipeg and working for Cereals Canada as the Director of Communications and Stakeholder Relations.

Thirty-six hours after promoting western Canadian wheat to some of the most important export markets in Europe and North Africa, I was back home where you might expect to find me, in the bleachers at a rink with the temperature hovering around -25° Celsius outside.

The Canadian cereals industry is united in reaching out to international customers. The 2016 Canadian Wheat New Crop Missions run for seven weeks from the beginning of November to mid-December. The sessions kicked off on November 10th with a seminar for Canadian millers, the largest buyer of Canadian wheat. By the time the trek is done the missions will reach customers in 17 countries in Asia, Latin America, Europe, North Africa and West Africa.

I was meeting with some friends a few days ago when one of them commented that snacks had been banned from their kid’s soccer games. My friend’s son is six years old. The team was forced to ban snacks because some overzealous parents had taken to social media to shame other families because their snacks did not measure up to their idea of social acceptability. It is a disgrace that we are inflicting this behavior on anyone, let alone children.

I was recently being interviewed by a reporter from Toronto when she made a startling statement about crop inputs “even one molecule of these chemicals can be dangerous”. That statement is, of course, completely false. This is a common point of view that threatens the social license of modern agriculture. All of us involved in agriculture must work together to counter this misperception.

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Cereals Canada is a national, not-for-profit organization that brings a broad and diverse collaboration of partners from all sectors of the cereals value chain.