Canadian Cattlemen’s Association News

One thing is for certain, we can’t predict the future. Our industry has weathered many unexpected challenges over the past two years. While we may not be able to foresee what lies ahead, we can prepare for it. One solid investment we can make is in the next generation – whether its young producers hoping to take over their family operation, or attracting new talent from outside agriculture to our industry. We need to harness and groom the passion of these young people, so they are ready to lead when their turn comes.

Over the past 12 years, we have seen many bright lights graduate from the Canadian Cattlemen’s Association’s Cattlemen’s (CCA) Young Leader’s Mentorship (CYL) Program. Many of these graduates are already making an impact in our industry and I am confident they will have the skills needed to lead our industry through future challenges and help us achieve more milestones and successes.

In 2017, I was approached about being a CYL mentor and I didn’t hesitate to get involved. I saw first-hand the value of the program, as my son was an early graduate of the program and benefited from the experience greatly. Through the program, young people ages 18-35 from across the country are paired with a mentor in a specific area they want to learn more about in the beef industry. It can be anything from policy to sustainable grazing practices to business risk management – the opportunities are endless. Not only does the program attract young beef farmers and ranchers, but it also turns out veterinarians, students, nutritionists, financial advisors, and many more are also interested in getting involved. Every role is an essential piece in the supply chain puzzle, so it’s important

we have young leaders positioned for success in all areas.

Through CYL, I was paired with Carley Henniger from British Columbia (B.C.), who was interested in growing her knowledge and skills in government advocacy and business development. She was not raised on beef farm, but was interested in learning how to become a young rancher and a strong advocate who could help influence future government policies. Carley and I discussed important topics, such as pulling together a business plan for a ranch and government advocacy strategies. Through these discussions, I listened to her ideas, encouraged her to follow her aspirations, and when needed, I provided constructive feedback based on my experience.

Carley’s interest and passion for the beef industry inspires me. Our paths still cross at industry events, as she works with the B.C. Cattlemen’s Association and has recently become President of the Young Cattlemen’s Council (YCC). The Council is another way for young people to get involved in the industry by serving on the youth subsidiary of the CCA, where the job of the 10 delegates from across Canada is to bring a youth voice to the table. Both YCC and the CYL Programs are important ways CCA invests in the next generation. To keep the two straight, I often say the CYL Program focuses on mentorship and sharing our experience with mentees, while YCC is an opportunity for young people to provide us with input on policies that will be shared with policymakers.

In December, I had the opportunity to work with Carley again at our CCA’s Directors’ Meeting in Ottawa. It was great to see her leadership in action and her professional growth since her time in the program. We shared another milestone opportunity while in Ottawa. Together, we interviewed

Bob Lowe, President

Carley Henniger and Bob Lowe at CCA Parliamentary breakfast Photo courtesy of Canadian Cattlemen’s Association

Minister Bibeau and discussed the Government’s agriculture priorities and how they would support our industry’s goals.

Stay tuned for the video release of this interview!

Even with the uncertainties created by the pandemic, the CYL program has been able to pivot and offer valuable development opportunities virtually. Program participants have adapted well to virtual content, and it shows the strength of the industry’s next generation when we have young people who are willing to invest in their professional and personal development in such an uncertain and trying time.

The opportunities for these young leaders would not be possible without the generosity of the CYL donors. Funding for the CYL Program is made available through its Foundation Partners: Cargill, MNP, McDonald’s Canada and New Holland.

The program also receives support from Gold Sponsors: Farm Credit Canada, Alltech, RBC Future Launch and Elanco, along with program sponsorship from the Alberta Cattle

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VALUE ADDING, CONTINUED FROM PAGE 10

over a scientific explanation. A study was conducted on the 100 most trustworthy people in the US and the top 3 were all Hollywood actors! How do we compete with that? We compete by supporting our Provincial and Federal organizations in the beef business that are doing a great job telling our story and getting the true facts out to consumers about what we do. We need to work with these organizations to give them the tools they need to continue to take our great message forward.

VALEUR AJOUTÉE, CONTINUED FROM PAGE 12

Différents groupes sociaux, environnementaux ou de santé gardent un oeil sur l’industrie bovine. Nous, comme producteurs, savons que nous effectuons un bon travail en tant que gardien de la terre et de l’environnement, toutefois on dirait qu’on ne fait un assez bon travail à raconter notre histoire. Lors de la Conférence de l’industrie Canadienne du boeuf, nous avons eu la présence d’un conférencier principal en la personne du professeur Timothy Caulfield, un communicateur horspair qui a démystifié les mythes et les hypothèses touchant les innovations dans les soins de santé. Une partie du message du professeur Caulfield était en fait que nous vivons dans un monde de peur et d’idées fausses, où la société actuelle est plus portée à croire la position d’une célébrité, plutôt qu’une explication scientifique. Une étude a été effectuée concernant les 100 personnes les plus dignes de confiance aux États-Unis, et les trois premiers étaient des acteurs d’Hollywood ! Comment peut-on compétitionner avec cela? Nous compétitionnons en supportant nos organisations provinciales et fédérales de l’industrie du boeuf, lesquelles font un très bon travail à raconteur notre histoire et à diffuser auprès des consommateurs les vrais faits sur ce que nous effectuons. Nous devons travailler avec toutes ces organisations afin de leur fournir les outils nécessaires afin faire progresser davantage notre message.