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Al Scholz PAg,
CAC
Consultant
A.N. Scholz
and Associates Inc.
Head First Consulting: The Idea Bank
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Al Scholz has been active in
Saskatchewan's agriculture and food industry
for 25 years as an author, manager, management
consultant, business owner, community leader
and a popular speaker at conferences, seminars
and training sessions.
Al is a graduate of the College of Agriculture
and College of Education from the University
of Saskatchewan, a member of the Saskatchewan
Institute of Agrologists, the Canadian Consulting
Agrologists Association, and the Canadian
Association of Professional Speakers. He is
Vice-President of the Saskatoon & District
Chamber of Commerce, served two terms on the
Senate of the University of Saskatchewan,
served on the Board of Directors of Saskatoon
Credit Union and was President of the Saskatchewan
Council for International Development. Al
currently serves as Executive Director of
the Saskatchewan Agrivision Corporation Inc.
He published his first book, "Don't
Turn Out the Lights: Entrepreneurship in Rural
Saskatchewan" in the Fall of 2000,
which was nominated for a Saskatchewan Book
Award in 2001. He completed a second book
in February 2002 titled "Community Success
Stories: Plans Actions and Results."
He is researching his third book which will
be titled "The New Pioneers: Young Farm
Families Across the Prairies."
At the conference, Al will offer a unique
story-telling approach to sharing the challenges
and opportunities of doing business in today's
rapidly changing global economy. He will focus
his presentation on the entrepreneurial aspects
needed in uncertain times. Case studies and
success stories will be presented to illustrate
practical strategies for improving business
effectiveness and personal well-being.
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Dr. Gord Surgeoner
President
Ontario Agri-Food
Technologies
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Dr. Surgeoner was born and
raised in Southern Ontario and received his
agricultural education at the University of
Guelph and Michigan State University. His
academic studies and research are in the area
of entomology (insects), and he is currently
a professor in the Department of Plant Agriculture
at the University of Guelph. Gord has over
seventy scientific publications to his credit
and has served on numerous provincial and
federal advisory committees.
He has received the Distinguished Teaching
Award from the Ontario Agricultural College
Alumni Association and the T.R. Hilliard Award
for notable contribution to agricultural extension
in the Province of Ontario.
Gord has been honoured with an endowed Chair
of the University of Guelph bearing his name,
received the 2002 Award for Contribution to
Advancing the Benefits of Biotech for Canadians,
and is a recipient of the Queen's Golden Jubilee
Award.
He is a strong advocate for Canadian agriculture,
the Canadian regulatory system and the opportunities
Canada has in a global marketplace. And this
is exactly what Gord will talk to us about:
The challenge of abundance. When we think
of agriculture we think of food. Agriculture
has and will continue to meet the challenge
of food production. In fact, with continuing
United States and Europe subsidies and infrastructure
creation in countries like Brazil and the
Ukraine, we will continue to witness low commodity
prices. Agriculture needs new markets. Technology
and demand are creating markets for medicines
and diagnostics produced through agriculture,
industrial feedstocks for plastics, clothing,
resins, etc. and fuels such as ethanol and
biodiesel. Opportunities in these areas will
increase and create better products for society
and new markets for our products.
Gord is currently president of Ontario Agri-Food
Technologies, a not-for-profit organization
consisting of members from farm associations,
academia, industry and governments. The organization
focuses on Ontario's participation in developing,
promoting and adopting biotechnology, including
bioproducts, in an ethical and environmentally
conscious manner, for the agri-food sector
of the province.
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Richard
A. Levins
Emeritus
Professor - Department of Applied Economics
University of Minnesota
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Dr. Richard A. Levins has worked
directly with farmers, farm groups, and public
officials for almost 25 years in matters of
farm management, farm policy, and sustainable
agriculture. On campus, he has taught first-year
economics, the history of U.S. agriculture,
and research methods for graduate students.
A native of Florida, Dr. Levins received his
BA in Mathematics and his MS in Food and Resource
Economics from the University of Florida in
Gainesville. His doctorate in Agricultural
Economics was earned at Mississippi State
University. Before joining the University
of Minnesota in 1988, he served on the faculty
of the University of Maryland and the University
of Florida.
Dr. Levins has authored or co-authored over
150 professional papers, popular articles,
books, book reviews, and conference presentations.
His professional articles have appeared in
American Journal of Agricultural Economics,
Choices, Journal of Soil and Water Conservation,
American Journal of Alternative Agriculture,
Journal of Production Agriculture, and Land
Economics. His most recent book is Willard
Cochrane and the American Family Farm, a story
of farm policy and family farming in the twentieth
century.
Dr. Levins is a Food and Society Policy Fellow.
He writes extensively for the media on issues
of family farming, collective bargaining for
farmers, and competition in the food system.
His articles have appeared in many major newspapers
including the St. Louis Post Dispatch, Minneapolis
Star Tribune, and the Detroit Free Press.
He also writes regularly for major farm publications
including Hoard’s Dairyman and Successful
Farming. Dr, Levins retired from the Minnesota
Extension Service. He maintains an active
consulting practice and continues to teach
undergraduate classes in the Department of
Applied Economics.
During the conference Dr. Levins will talk
about mergers that would have been shocking
a generation ago are everyday news today.
Food system concentration builds market power
among corporations that buy farm products.
This, in turn, contributes to low farm prices.
He will explain how farmers can level the
playing field by building countervailing market
power through global cooperation.
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Jim
Vidoczy
Director,
Consumer Marketing
Ontario Pork
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Jim Vidoczy has wide experience
in the food industry both as a retailer and
as a restaurateur. In 1990, Jim joined Ontario
Pork as the Retail Specialist. During this
time he developed both generic and custom
programs for retailers; such as the first
branded “counter-ready” fresh
sausage programs, Canada’s first branded
seasoned pork program, Canada’s first
branded, marinated line of counter ready pork
amongst others.
In 1994 Jim joined the Ontario Beef Linkages
Program as its retail facilitator working
to develop branded consumer products through
value chain management. In October of 1995
he returned to Ontario Pork as the Director
of Consumer Marketing. The Minister of Agriculture
appointed M. Vidoczy to the Agricultural Research
Institute of Ontario in 2000. During that
time, he received a Lifetime Membership in
the Ontario Independent Meat Processors for
his work with provincially approved processors
over the last ten years.
Jim’s Consumer Marketing team at Ontario
Pork plays an active role in retail, with
processors, educators, health care professionals,
food writers and consumers. This department
is the recognized authority on pork information
in Ontario. His latest effort is the Farm
To Fork® program which is supported by
several value chain partners to communicate
the positive values of pork production in
Ontario to our non-farming neighbors. At the
end of the program’s first year it won
the two top awards, “Best of Show,”
at the Canadian Agri-Marketing Awards for
best overall advertising program and best
public relations – corporate image.
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Jane
Eckert
Agritourism
Speaker and Direct Farm marketing Consultant
Eckert Agrimarketing
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Raised on her family’s
apple orchard outside of St. Louis, Missouri,
Jane Eckert eventually pursued an executive
career in corporate marketing for more than
15 years, working for such giants as Atlantic
Richfield Oil Company.
Combining her marketing expertise and her
passion for agriculture, she returned to her
roots as Vice President of Marketing for Eckert’s
Country Store and Farms. Through her innovative
ideas on diversifying operations as well as
strategic planning, she helped develop the
farm into one of metropolitan St. Louis’
most popular entertainment and tourist destinations.
It now attracts 500,000 guests annually.
In 2001, Jane created Eckert AgriMarketing,
a full-service marketing and consulting firm
that promotes farm diversity, farm marketing
directly to consumers and farm destinations
as tourist attractions through agritourism.
Today she presents speeches and workshops
to agricultural and tourism groups throughout
North America and is a recognized expert on
the subject of agritourism. Her work is more
than a business, it is her mission to help
family farms thrive and survive for generations
to come.
At the conference, Ms. Eckert’s workshop
will look at the reality of farming today
since few families can make a living solely
on growing commodities and raising livestock.
The family farm has to look for new ways to
survive and thrive for future generations.
Many are turning to agritourism – inviting
the public onto their farms for entertainment,
special activities, educational tours and
outdoor adventures. Many farmers also look
at economic return of on farm value added
products. Jane Eckert, expert on agrimarketing,
helped turn her family farm into one of the
top tourist attractions in St. Louis, Missouri.
Based on her success, she will share how to
develop farms through the three levels of
agritourism as well as through value added
products from simple farm stands to huge entertainment
farms. How do you begin? How do you use your
land to its best advantage? How do the family
members fit in? From insurance coverage to
marketing ideas, you’ll get a roadmap
on how to help your local farmers tap into
this new travel trend.
Small group discussion time will allow attendees
to share what is being done in their regions
and provinces.
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Deb
Lethbridge
Public
Relations Counsel
Ontario Federation of Agriculture
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Deb Lethbridge, born in Moose
Factory Ontario, became interested in farmers,
farming and politics at the age of eleven
after hearing an uncharacteristically angry
Eugene Whelan, MP criticize the Bank of Canada’s
interest rate policy, which was causing farmers
to go bankrupt across the country.
Ms. Lethbridge has been employed as Constituency
and Legal Assistant to several MPs and MPPs
in Ontario. Through 1990 to 1995 she joined
the Ministry of Agriculture and Rural Affairs
as Communications Director in the Office of
Elmer Buchanan. Deb Lethbridge also has extensive
experience in communications, media relations
and as organizer consultant to the private
industry, employee associations and unions.
She later joined the Ontario Federation of
Agriculture (OFA) in September 2001 to develop
a government relations program and direct
communications project on behalf of Ontario
Farmers. Deb is currently employed as Public
Relations Counsel for the OFA. She is presently
working on a project entitled “Contract
with Consumers”: The working title of
an ambitious Communications and Organization
plan to provide Ontario farmers with a broader
base of support with urban consumers, the
media and government.
At the conference, Deb will talk about the
how production agriculture along with its
support industries constitutes billions of
dollars annually of economic activity. She
will explain that the lack of agricultural
awareness and skepticism of science of the
general public influence forces, seriously
challenge farmers across Canada. These forces
include changing demographics, urbanization,
economic viability, rapid increases in worldwide
agricultural production, domestic and global
trade policies, which have had a dramatic
impact on Ontario's farmers, the agricultural
community, and society in general.
The heightened awareness of environmental
and food safety issues among consumers has
left them with many questions about governments'
and farmers' role in maintaining the integrity
of environmentally safe agricultural practices.
With challenging issues such as biodiversity,
biosafety, climate change, greenhouse gas
emissions and water quality and availability
emerging, consumers need to have factual information
to understand and assist farmers in their
challenges to cope with these issues.
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Bryan
Walton
Vice-President,
Western Office
Canadian Council of Grocery distributors
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Bryan Walton was born in Westlock,
Alberta but raised in Edmonton. He attended
the University of Alberta and received a Bachelor
of Science in 1975 and Master of Science in
1979. After leaving graduate school, Mr. Walton
served as Executive Assistant to Alberta Minister
of Agriculture through 1979 to 1982. From
1982 to 1987 Bryan Walton joined the Alberta
Department of Agriculture as Associate Trade
Director working mostly in international marketing.
He later became Trade Director for the department.
In 1987, Mr. Walton opened the first Western
Office of the Canadian Council of Grocery
Distributors (CCGD) where he remains today
in the capacity of Vice President responsible
for all operations of the Council in Western
Canada as well as the national file on Food
Safety.
Apart from his contributions to the CCGD,
Brian Walton is a Member of the Agriculture
and Food Council in Alberta, Chair of the
Canadian Supply Chain Food Safety Coalition,
Advisor to the Canadian Food Safety Adaptation
Program, member of Canadian Research Institute
for Food Safety – Advisory Committee.
He is also a speaker at various provincial,
national and international events including
those hosted by the Food Marketing Institute
and the Food Distributors International.
In his presentation he will address the importance
of linking food safety initiatives along the
supply chain. Food safety is one of the most
important issues for the food industry and
should be a significant topic of discussion
for all partners in the supply chain. Consumers
have implicit trust that producers, manufacturers
and retailers are all doing the right things
when it comes to food safety. There is an
enormous amount of work that has been completed,
is in progress or is on the drawing board
relative to food safety. Over the past three
years there has been a noticeable increase
in collaboration around food safety amongst
industry partners and with government. Despite
this progress there are still significant
challenges to delivering food safety programs.
Hear how are grocery distributors meeting
these challenges and the issues of greatest
concern today and into the future
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Dr.
Ed Mahoney
Professor
and Extension Specialist
Michigan State University
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Dr Ed Mahoney is a professor
and extension specialist in the new Department
of Community, Agriculture, Recreation and
Resource Studies at Michigan State University.
Ed's PhD is in natural resource economics
and marketing with an emphasis on small agriculture
and natural resources enterprises. One of
Ed's major areas of emphasis over the last
ten years has been the diversification of
farm and ranch revenues through alternative
enterprises. Ed is a frequent speaker at national
and state conferences and has extensive experience
throughout Canada including Ontario, Alberta,
British Columbia and Saskatchewan. He is a
consultant to numerous state, provincial and
national agriculture organizations and businesses.
Ed is also an active researcher and has published
numerous reports on farm and ranch diversification.
Ed is currently working on diversification
efforts in for the U.S. Department of Agriculture
and Texas Department of Agriculture.
Dr. Ed Mahoney’s presentation will describe
how farms and ranches in Canada and the U.S.
are diversifying their revenues. Research
reveals that the most successful operations
diversify along three dimensions. Firstly,
they diversify by integrating new enterprises.
Secondly, by value-added growing and processing
and lastly, by combining new-targeted marketing
and distribution methods to increase awareness
of their products and experiences. The blending
of e-commerce, traditional direct marketing
methods and direct shipping has proven effective
for growing markets, increasing purchases
building customer loyalty. This presentation
will also explore ways to encourage and support
farmers and ranchers to successfully diversify
their operations and market these opportunities.
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