IT’s the conversation starter. A 2x1.2 metre scale model of a Canadian farm that draws in people and more importantly gets them talking about food and agricultural production systems.
“It just seems to work,” Andy Cumming, a field services director with the Natural Resources Conservation Board said.
“Children certainly like the look of all toys and scale sized buildings and will often approach without hesitation, dragging their parents along. But even adults without children seem to just as willingly approach the model farm.
“It really is a good way to get people talking and ultimately educating people about how we produce the food we eat. It is no secret that the world is becoming more urbanised. It is certainly in the best interests of agriculture to discuss and explain how food is produced.”
The NRCB’s model farm was just one of part of the extensive Beef Trail staffed by about 30 people each day that wound its way through to agriculture pavilion at Canada’s world famous Calgary Stampede.
Bridget Belsher, from Alberta Beef Producers, said the Calgary Stampede was a tremendous opportunity to promote Canadian beef to at least some of the 1.4 million people who attended the world famous event.
“It’s all about awareness, not just about how cattle are raised, but also all the associated issues that beef production creates,” Ms Belsher said.
“There are always plenty of people asking for recipes so we are able to have conversations about the various cuts of meat and suitable uses in the kitchen.
“It’s also a very good opportunity to promote the safety of Canadian beef and the role that cattle producers play is the responsible management of the landscape.”
Alberta Beef Producers is one of nine groups representing the Canadian ranchers.
Also on the ABP stand were Leonard and Sandra Kesteven who said they had spent a lot their time providing beef-centred recipes and advice on cooking beef.
“There is also plenty of talk about the cost of beef and the role of antibiotics and hormones in the industry,” Mr Kesteven said. “But mostly people want to know how to prepare beef and which is the most suitable cut of beef to choose for a particular use.”
James Jenkins, a volunteer and vice-chair of the multi-species Alberta Animal Care, said the 10 days at the Stampede was an opportunity to educate both consumers and producers about the industry.
“It’s not just about educating consumers, although they do represent the majority of the people we speak to,” Mr Jenkins said.
“The beef trail also gives us an opportunity to make sure producers are aware of consumer concerns and proactively ensuring the industry meets its obligations.
“There is a lack of understanding on a range of on-farm issues but the more we can talk about the industry and how its proactively manages itself, the better off we are.”
Mr Jenkins, who also runs a ranch outside Calgary, said it was often what people saw on farms from the road that created the most concerns.
“We did have one call from a person who was very worried that cattle were standing in a paddock with snow on their backs,” Mr Jenkins said.
“That’s not really a problem in itself. In fact, we would probably be more concerned if cattle didn’t have snow on their backs after snow because it could indicate an animal was suffering from a fever and could have an elevated body temperature.
“It is very good that we can have the conversation and make sure people understand our livestock systems and they can get the information they are looking for.”
Craig Fleiger, the meat manager of the 23-store supermarket chain Calgery Co-op, said as a butcher standing beside a refrigerated cabinet containing a side of prime Canadian beef, he was peppered with questions about which was the most suitable cut of meat.
“The most common questions are definitely which is the best barbecue steak and which is the best piece of beef to roast,” Mr Fleiger said.
“After that people want to know why the price of beef is so high. People are aware that the retail price of beef has doubled in the past 12 months, increasing the trend to chicken.
“Plenty of people are also obviously getting a bit hungry wandering around the Stampede because they are also asking if they can but the side of beef we have on display.”
Becky Tees, a veterinary student from the University of Calgary, spent her time explaining how cattle were fed in Canada, and particularly the role of feedlots.
Ms Tees, who is also somewhat familiar with Queensland cattle production systems after working on Wybalena at Rolleston during 2009-10, said people were interested in the diets of cattle, veterinary practices and the use of growth hormones.
“Mostly they want to be reassured that cattle are being well cared for, are healthy, and live in a good stress-free environment,” Ms Tees said. “It is a very good feeling to be able to reassure people about all those things.”