Prairie Sky Strategy: Embracing change

Navigating today’s unpredictable trade environment

If there is one thing that is constant in agriculture, it’s change. That should serve Canadian ag manufacturers well as they try to navigate and influence today’s constantly changing trade landscape.

“The ag landscape shifted so much in the last 30 years,” says Grant McLellan, Senior Strategy Advisor with Prairie Sky Strategy, one of Western Canada’s leading government relations firms. “Change has been the only constant – the ag sector should be as prepared as anyone to weather this storm.”

McLellan speaks from experience. Born and raised on a grain farm an hour north of Regina, he spent a decade working in provincial politics before serving as Chief Executive Officer of the Saskatchewan Cattlemen’s Association for several years. He joined Prairie Sky Strategy in February, combining his ag experience and political knowledge to advise clients on how to navigate the uncertain waters of global trade.

“The hallmark of Trump’s first term was unpredictability and now that’s just amplified,” McLellan says. “It’s a wildly different trade environment than we were dealing with even just this past January.”

With unpredictable trade actions from the U.S. and canola tariffs from China, what can Canadian ag manufacturers do to get through the upheaval and uncertainty in today’s market? McLellan says it’s important to start from the ground up.

“Now is the time to make sure you have a solid business model,” he says, noting that it’s a good opportunity to review your foundation and evaluate whether your business model is working.

It’s important to remember that other countries around the world are also being affected by the trade uncertainty. They are looking for stability, so McLellan says this is a good time to explore new markets and look for new customers.

That’s what the Government of Canada is doing as it redefines its trade priorities. By increasing dialogue with regions like the EU, the federal government is finding different ways to allocate resources and find more reliable trading partners. McLellan says the over reliance on U.S. trade has opened the door to position Canada as a viable trade alternative.

“There is always an opportunity in crisis,” he says. “Canada is seen as a stable trading partner so look at other markets like the commonwealth countries.”

It’s also important to have relationships with local legislators and elected representatives so they know who you are and understand your story when you need to make your voice heard.

“You can’t start government relations in a crisis – there has to be constant engagement,” McLellan says. “You should have a relationship with decision makers at all times, even when things are good.”

He suggests sponsoring events that elected officials are attending, such as farm shows like Ag in Motion and other big events and invite your customers to join you. Make sure you are communicating with your customers and continuing to strengthen those relationships.

“While there is significant brand loyalty, you can’t be complacent,” McLellan says. “People are looking for stability and consistency and you have to continue to demonstrate value.”

With all the trade uncertainty right now, he says the food chain and food security are top of mind. Now it’s more important than ever to build public trust and show your support for the ag sector and local workforce.

“There is a real opportunity because of the increased focus on the food sector to elevate the importance of agriculture,” says McLellan. “Ag is an important part of our sovereignty - remind folks of the kind of work you do and how engaged you are with your local community.”