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DON’T HOLD BACK

HEARTLAND: MAKING WHISKeY STARTS WITH HORSEPOWER » PAGE 28

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V o l u m e 1 1 , n u m b e r 1 2    J u n e 9 , 2 0 1 4

McDonald’s pilot could be game-changer Straw Men say pilot’s detailed informationsharing system could revolutionize beef production

Local food movement continues to soar Visitors spent an estimated $878 million at farmers’ markets in Alberta in 2012, a jump of more than 50 per cent from four years earlier

By Alexis Kienlen af staff

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cDonald’s decision to pilot its “sustainable beef” project in Canada, could lead to a sea change in the country’s beef industry, according to two members of the Straw Man task force. The task force was struck after a think-tank slammed the beef industry for being fractured, unable to develop a true Canada brand, and choosing to be reliant on the U.S. instead of pursuing high-value export opportunities. The McDonald’s pilot could change all of that by requiring cattle producers, feedlots, and packers to co-operate, said Kim McConnell and John Kolk, two of the three members of the Straw Man task force. “In my mind, it has the potential to happen whether we want it or not and if we have the potential to embrace it and work together, than that really does help bring synergy and everyone to come together,” said McConnell. “It’s somewhat intuitive that an industry with good clear communication, information exchange, and governance that goes to all

Interest is flourishing in farmers markets, and 126 Alberta-approved markets are now operating across the province.   photo: alexis kienlen

see MCDONALD’S } page 6

By Alexis Kienlen af staff

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ered Serben never planned to become part of the local food scene, but is glad he is. The fourth-generation farmer grew up on a traditional hog operation, which transitioned to grain and then exited pork production when hog prices plummeted in the early 2000s. But his heart was never in it. “We got into more grain farming, but if you grow up as a herdsman, or with livestock, then that’s what you want to do, I think,” said Serben. “I wasn’t necessarily very good at grain farming. I didn’t like it. There was no real passion there.” Serben quit farming for several years before returning to the family farm near Smoky Lake, wanting to get back into farm-

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ing but not knowing how. It came by accident — he wanted to raise a single pig but the breeder he contacted insisted he take 10. So he sold the extra meat, and his pork was such a hit, his customers asked him to raise chickens and turkeys. Today, he and wife Julia raise pasturebased pigs, poultry, eggs, and lamb along with vegetables, which they sell at farmers markets in Edmonton and Fort McMurray. He’s able to farm full time, and Julia also works on the farm save for an off-farm job in winter. “I’m a fairly stubborn person, so I just kept trying, and figuring it out,” said Serben. “I think what we’ve done in the last five years is incredible.” Incredible is also an apt term for the continued growth in local food. Alberta Agriculture and Rural Development periodically tracks consumer interest in local foods, and estimates sales at

farmers’ markets jumped to $878 million in 2012 — up more than 50 per cent from $561 million in 2008. The survey also found visitors to farmers markets in 2012 spent an average of about $55 (versus $34 in 2008). “In all of the venues that we looked at, interest has remained the same, or in most cases, has increased,” said Karen Goad, the province’s farm direct-marketing specialist and a member of the Explore Local initiative, which promotes local food. Interest is flourishing in both urban and rural areas, she said, and there are currently about 126 Alberta-approved farmers markets across the province. “We’re seeing growth across the board,” said Goad. “We’re probably seeing more CSAs (community-supported agriculture) in the last three to five years than we have in

see LOCAL FOOD } page 6

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