Farm & Food Care Saskatchewan and Canadian Food Focus are continuing on their mission to build trust in agriculture and engage with consumers. This past year, we have significantly expanded our reach, deepened our engagement with key consumer and academic audiences and amplified the voices of farmers and ranchers. Our team is especially proud of how our activities have impacted connection, transparency, and collaboration that all strengthen the bond between agriculture and the public.
Provincially, we continue to create opportunities for consumers to celebrate food production. Saskatchewan Open Farm Days on August 9-10, 2025 allowed an estimated 4,500 people to see firsthand how farms and ranches operate and to ask questions while doing so. Of those surveyed who took part in the event, 82% indicated that they improved their understanding and perception of agriculture. This is exactly the linkages we need to ensure Saskatchewan agriculture remains trusted in the public’s eye. To top this event off, Saskatchewan Open Farm Days received the award of ‘Rookie of the Year’ from Hospitality Saskatchewan to recognize its leadership in developing agritourism in the province.
Industry support also remains a cornerstone of our activities. We continue to speak with our members, agriculture communicators, and university students who will become industry experts in food and farming. We give farmers and professionals in our industry the tools they need to build trust with consumers for years to come.
Our shining star these past few years continues to be the advancement of Canadian Food Focus. We have officially completed one full fiscal year of Canadian Food Focus as its own non-for-profit federal entity. Engagement rates and growth in reach continue to not only surpass industry standards, but even our own expectations. Our strategy of working with farming and food experts to share authentic, science-based articles and videos has paid large dividends in the age of artificial intelligence. Our information is not only reaching consumers where they are at, but now artificial intelligence is referencing our information to educate consumers. This area will be a key focus into the next few years.
Our team continues to do incredible work with a small group of enthusiastic individuals. Our passion for telling the real story of agriculture in Saskatchewan and across this great country is making an impact in food literacy and increased public trust. We look forward to growing our engagement over the next year and beyond.