Thank you very much for the opportunity to speak on innovation, some suggestions on Growing Forward 2, and what I think should happen.
I'm president of Ontario Agri-Food Technologies. It's a consortium of farm associations, industry, academia, and regional governments. I emphasize that we get some money through Growing Forward 1, but we put it all back out the door, and I'll show you how effective it is.
Our mission is to ensure—back to the point on science and technology—that our farmers have access to the latest technologies, whether they choose to use them or not. The other key one is to create new market opportunities for the business of agriculture.
Innovation is a commonly used term in Ottawa and all around the world. I define innovation as processes or products that create value. There's historical value, cultural value, and environmental value, but I'm talking about economic value. From a government perspective, the number one thing is opportunity for profitability for our primary agriculture sector. There's also the creation of jobs for Canadians. With that goes increased tax revenues to the federal, provincial, and local governments. Innovation can create value through savings by increasing the probability of success to farmers so we don't have to use things like business risk management as much.
I was a university faculty member for 28 years, heavily involved in innovation and research. I serve on many boards. There's a list there. I was elected for nine years to the Ontario Agricultural Adaptation Council Board. In pure science, I'm the vice-chair of the Ontario Research Fund Board that provides about $250 million primarily to the medical community, but we are seeing some agriculture go in there now.
I want to emphasize a key thing. In my opinion, there are five degrees of types of innovation. We tend to talk about research a lot, and I absolutely agree that research is a starting point for many types of innovation. That's the discovery. It's both public and private, but it's also global. Things do not necessarily have to be born and raised in Canada. But in order to create that value to society we have to capture that research and implement it, so that's the capture side.
I take this great idea and we start using it as farm practice, or we start to make that widget product. We start by selling it nationally. The next step is to work into the global markets and sell that globally. So cattle genetics.... We're selling sheep genetics to Vietnam right now. Those are the kinds of things.... So there's expansion to the world.
Another key thing we need to talk about is how to attract innovation. I was just talking to Mr. McKay. We're looking right now at a Chinese investment in Scarborough that would use $12 million worth of skim milk powder. It wouldn't affect supply management. They would send that skim mild powder as baby formula back to China, where they're sensitive because of melamine and a whole bunch of other safety issues with food. They want to make it happen here, and it really provides value to our primary producers. So we have to think in those kinds of terms.
Finally, how do we retain our companies and not have them go elsewhere? Another big one on attraction...we just got a big Dr. Oetker pizza plant. It's going to employ 1,000 people in the city of London, Ontario. But more importantly, the pepper, cheese, and wheat—all of that for a North American market is being produced in Canada.
When you talk about innovation, I totally agree about discovery. But my key point to you is that we need to make all parts of this. I do not have an accounting of how we spend our innovation money. Is it 80% on research, or is it 90%? How much is going to these other categories that I think are very critical? I'll explain. So what is the percentage, and is it the right mix of money? I think that's something we should consider in Growing Forward 2.
I want to emphasize two key things. Growing Forward 1 was basically a big success, in my opinion. The reason I say that is because some novel things were done. The federal and provincial governments came together to make programs for each province without a one-size-fits-all approach—agriculture is different in different provinces. There was resource sharing, in terms of money to make it happen, and allowing certain groups like the adaptation councils....
And by the way, after nine years, our farmers have a 98% satisfaction rate with the delivery of those programs, where elected farmers, etc., are putting out the money.
The other key things are a third-party delivery and a five-year program instead of a year-to-year program. I think those are very important.
When I look at traditional agriculture, it's been food and feed—food to the world, feed to the animals—but there is a whole new growing realm I want to talk about.
If you look at supplying only Canadians, a lot of the time in agriculture is fighting for market share. In fact, more dollars are being spent, not on the farmer or the primary agriculture, but on the marketing, SKU space, and processing. If you look at my evolution slide, you'll see that we've actually achieved very inexpensive food to Canadians. If I take out the energy, we're now at about 11% of the food dollar that the primary producer gets.
So how do we get new opportunities? If I get you to eat more chicken, you're going to eat less pork. If I get you to eat barley, we're going to have less wheat. We're fighting for market share. We need to grow the pie, in my opinion.
If you look at the expanding markets, I agree that the market for health products is going to be a big one, and industrial products is another. Ethanol and biodiesel are classics right now, but there is a plethora of new kinds of plastics and products coming down the pipe.
Here are the things I think are key in the next five years.
Bilateral trade agreements are the first thing I want to emphasize. I think that's absolutely key. We produce more than we can actually consume as Canadians. We need global markets and we have to have those bilateral agreements.
I really want to compliment something called the Brand Canada program. For the last two years, Canada has been the number one place in the world to do business, and on a global basis, Canada has been seen as the best country for the last two years. So we have a cache in the word “Canada”; let's take advantage of it in our global markets.
We're going to work on food specifically for health. Our mushroom growers, through innovation, can make a powder. If they put those mushrooms under an ultraviolet light, they make vitamin D just as you and I do. In a kilo of dried mushroom powder, there are 2.2 million international units of vitamin D. That vitamin D can then be added so that when I eat pizza, the pizza crust is actually an excellent source of vitamin D. If I eat pasta or many other things, vitamin D can be added. Because Canadians don't get a lot of sunlight in the wintertime, we are always shy of vitamin D—at least in Ontario; you get a lot more blue skies out west.
Ethnic foods are the other thing I want to emphasize. Again, the Chinese are building this whole world market on baby formula. I see the ethnic population.... Many of our rural populations were developed by the poor and destitute who left Europe. The rich, well-educated are coming in now, many of whom have been in the food processing business. We have to engage and use them to get back into global markets.
Then there is this whole new world of industrial feed stock that is being driven simply because the value we get is not rising at the same price as oil. It used to be that a barrel of oil and a bushel of corn were essentially the same price. Now it's $100, and we're really happy if we get $6 right now. As that gap grows, our opportunities into other spaces grow very dramatically as well.
If you look at the next slide, these products are all being sold commercially from soybeans: biodiesel, lubricants, and hydraulic fluids. Also, the engine oil for the entire University of Guelph fleet is 99% soybean oil. So there are all kinds of things going on.
I want to emphasize that programs don't have to be large in order to be effective. The key things are to be client-friendly, flexible, and fast. In the world of business, you have to make decisions rapidly and move them forward. When I'm trying to close a deal in China next week, the idea of whether we'll find out if we have something six months from now just doesn't help a lot down the road.
For example, in our shop we've created a rapid response to business opportunities, which allows our producers and our processors to go to foreign customers and sell products. Within 48 hours, they will make a decision—they're not going to a trade show; they have a customer they're going to sell to.
On about $140,000 of investments, $32 million of sales have been created. Some of them are big wins. An example is Dave Hendrick, of Hendrick Seeds, who has gone from planting 25,000 acres of soybeans four years ago to planting 70,000 acres.
I do want to emphasize expanding into the Maritimes. I think there were some 8,000 acres being planted this past year in P.E.I., where they need, in my opinion, more diversification in the types of crops they have. That ability to make it fast, simple, and we only pay on receipts and only on hard costs....
The other key thing is that small companies that are highly innovative are focused on cashflow. We have all these big government programs and granting programs, etc. Having been a university faculty member for 25 years, I know that writing a grant is as much an art form as it is the facts. So the key to me is that we actually help some of those where it makes sense. Get the farmers involved real early. We have our grower associations writing letters of support, and we help make it happen, but they must have a minimum of 25%, normally 35% “skin in the game” as I call it, their own private investment. That has brought in, in the last two years, $9.3 million to our processors and our farmer associations to create value.
So I have a couple of things—I'm on the final page—and here are the key ones, my recommendations.
I have seen third-party delivery systems work under Growing Forward 1. I think they're highly effective and provide great value, as does the Auditor General. We've had the Ontario one audited by the Auditor General—great value, 98% success rate by our farmers. There's a whole study to show the value of it.
One thing where I think we have failed is having industry at the start when we begin a research program or big programs. I've been involved in a couple of things where the researchers have gone off on their own thing and then they come to industry. Let's sit down at the start, figure out what we're looking for and how we're going to go about it as customer partners with our researchers. If we just do the research and then stop, and now we're going to sell it to you...“Well, I didn't want that.” We have to have our customers involved in the process.
One of the things I've been concerned about in these Growing Forwards and previous programs is that we will often have a six-month, seven-month gap between programs being signed. If I'm an employee there and I know I could be out of a job next week...some of the best people will leave, and we have very good employees in the third-party systems. I think it's critical that we don't have a gap.
Programs need to be fast and flexible, and by that I mean things like 48 hours, no boxes. They send a letter, we do due diligence. The closer you are to the problem, the better you can solve it, is my decision. Solving a problem in rural Saskatchewan or rural Ontario from Ottawa is not nearly as effective as with, for example, our adaptation councils, with elected farmers and food processors from all across the province figuring out how to do it. In Ottawa the decision is made and we're following all the rules. When we invest, we invest as much in the person as we do in the project itself—the history of that person, the trust in the farm community, how they've dealt with growers in the past. So the people side of the equation is just as important, if not more important, than what's down there on a piece of paper. Only by being local can you do that.