gone beyond the ‘fad’ stage and is mainstream. Consumers seem to be more mature in their approach - focusing on healthy, whole foods and not faddish foods.


Changes in this industry reflect


this new maturity in food markets when it comes to change. Not even McDonald’s is immune ... nor are we as agriculture producers.


Each of us in the food production business needs to think about how the food industry intersects with every aspect of society. Food production impacts all of the following:


• Health and nutrition (the main focus, which is great for us in the tree fruit sector)


• Disease prevention • The environment • Transportation • Spinoff jobs • Education


ª Regional and municipal land use and community planning • Climate change • Tourism


We are on the verge of a food production explosion and an unprecedented global demand. We will need to double food production by 2050. In the end, I believe farmers will meet the demand for product, quality and abundance. People at home and abroad are demanding better and consistent quality. They want better nutrition from their food choices. They want to know how their food is produced and processed.


More and more consumers are demanding transparency. Everything from carbon footprint to pesticides becomes part of the equation.


Gone is the old supply-demand curve, as we make the transition to a quality-of-food and food-experience equation.


Those who are willing to navigate the hurdles have a much clearer track to profitability. The Canadian brand in agriculture and food is trusted internationally and at home, giving us a great market advantage. We need to improve and protect what we have and that comes with responsibilities.


— Fred Steele is president of the B.C. Fruit Growers’ Association


Moving?


If you’ve got a new address, make sure we know about it, so delivery of your BC Fruit Grower will continue uninterrupted. Name _______________________________________ Old Address: __________________________________ ____________________________________________ New Address: _________________________________ ____________________________________________ Email: growersubs@omedia.ca Snail Mail: 515, 22-2475 Dobbin Rd., West Kelowna, BC V4T 2E9


British Columbia FRUIT GROWER • Winter 2016-17 9


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