Yes, you're right, we have to get people interested early in the options. We work with Agriculture in the Classroom nationally and in the different provinces to encourage their programs.
One of the things the council does, aside from labour market intelligence, is analyze the jobs that exist in modern agricultural operations, and pull all that together into a national, agricultural, occupational framework that clarifies job descriptions and what can be expected within the day in the life of somebody in particular, you know, a pen-checker in a cattle feed operation. What is that job? What does it look like? What can you expect?
All of that information we compile and then we make that available to those who are considering careers, and we work with Agriculture in the Classroom nationally and provincially to bring that to those groups, because those associations are the experts in how you translate information to teachers and to students.
We're really worried about that component. I agree 100%, we have to get people interested in food, in food production. It goes back to building public trust, and when we get people excited about how food is produced and get them trusting that, the logical next step is, “This is also a great place to work, and I can grow food myself and be a part of this system.” The growth potential is quite exciting in this industry in terms of the burgeoning world population estimates and where Canada is positioned with the Canada brand, and all of our lands, to be able to feed the world going forward. But it is about ensuring we have a next generation of talent that's interested to support that.