The Future of Food: How Canada Can Lead the World
- Tony Chapman
- Apr 24
- 4 min read
Updated: Sep 5
Discover How Canada Can Become an Agricultural Powerhouse
Explore how Canada can elevate its position in the global food market in this engaging episode of Chatter That Matters. Join host Tony Chapman as he sits down with trailblazers Kristjan Hebert, Curt Vossen, and Lisa Ashton to discuss the challenges and opportunities within Canadian agriculture. If you're passionate about innovation, food security, and Canada's role in the world, this episode will inspire you.
Unlocking Canada’s Agricultural Superpower
Canada’s agriculture sector stands at a pivotal moment. As Tony Chapman rightly states, "Food is work, food is worth, and food is wonder." With mounting competition from global markets, how can Canada leverage its natural resources, entrepreneurial spirit, and technological prowess to lead rather than lag behind countries like Brazil and Australia?
Insights from Food Industry Leaders
Kristjan Hebert, one of Canada's most innovative farmers, shares his passionate vision for ambition in agriculture:
“One thing we have to change as Canadians is we're too goddamn humble... Scale is good. We wanna win.”
Curt Vossen, the former CEO of Richardson International, emphasizes the importance of a realistic approach. "Get realistic. Rally around a doable, practical, incremental plan. Speak positively about it. Be sure of your facts."
The discussion covers vital topics such as:
Changing our humble Canadian attitudes to compete effectively in global markets
Investing in national infrastructure, including port access and supply chains
Collaboration among government, industry, and entrepreneurs to turn challenges into opportunities
The transformative role of technology and sustainable practices in farming
Attracting youth to agriculture, making it a top choice for fulfilling careers
Exploring the Road Ahead
Lisa Ashton, Agricultural Policy Lead at RBC, offers insightful research and practical strategies for Canada to regain its competitive edge in global markets. Drawing from her farm upbringing and industry expertise, her perspective instills both urgency and optimism for the next generation in agriculture.
By tuning into this episode, whether you're a food enthusiast, business leader, policymaker, or student considering a career in agriculture, you'll gain the insight needed to reimagine Canadian food.
Listen now to discover how Canada can transformation its food industry and secure a leading position on the global food stage.
Listen Now!
Moments That Matter - Show Notes
Tony Chapman's Childhood Farm Story & Sense of Purpose [00:00:02] Tony shares his memorable experience of milking a cow as a child, which fostered his respect for the importance of food.
Canada's Opportunity [00:02:23] Tony presents the potential for Canada to excel in the food sector by both nourishing and innovating its agricultural practices.
Curt Vossen's Legacy at Richardson [00:04:45] Curt reflects on inheriting a multi-generational company, emphasizing investments for future competitiveness.
New Models for Competitiveness [00:07:00] Curt explains Richardson's strategic shift from traditional models to logistics and relationship-building.
Kristjan Hebert's Business Approach [00:10:19] Kristjan discusses his journey toward becoming a CPA and the importance of integrating business with farming.
The Canadian Mindset of Humility [00:12:21] Kristjan and Curt argue that while humility is a trait, it can hinder ambition and boldness in the agricultural sector.
Incremental Progress Towards Global Leadership [00:14:04] Curt stresses practical, realistic strategies over chasing grand visions for sustainable growth.
The Government's Role [00:20:35] Kristjan uses a hockey metaphor to illustrate that government should establish fair rules and allow businesses to thrive.
Infrastructure as a Growth Catalyst [00:25:10] The significance of robust infrastructure for growth is discussed, underscoring the need for public investment.
10. Lisa Ashton’s Perspective [00:34:26] Lisa highlights Canada’s strengths and weaknesses in agriculture and advocates for careers in this vital sector.
Meet Kristjan Hebert, Curt Vossen, and Lisa Ashton
Kristjan Hebert
Who he is: Kristjan Hebert runs a large-scale farm spanning about 40,000 acres and serves as a business advisor to fellow farmers.
Major achievements: He significantly expanded his family farm, incorporating efficiency and innovation. Returning to farming with a CPA, he actively promotes collaboration and ambition within the industry.
Key challenges: Kristjan has transformed a family-run farm into a scalable business while confronting cultural attitudes that discourage ambition and addressing succession planning issues within agriculture.
Curt Vossen
Who he is: As the former CEO of Richardson International, Curt led the company to be a major player in global agricultural exports.
Major achievements: Under his leadership, Richardson modernized outdated assets and expanded into international markets while fostering real customer relationships.
Key challenges: Curt inherited a company facing significant industry shifts and had to make bold investments to ensure long-term viability.
Lisa Ashton
Who she is: Lisa is the agricultural policy lead at RBC, with a rich background growing up on a farm in Southwestern Ontario.
Major achievements: Lisa heads agricultural research at RBC, working with stakeholders to advance sustainable practices across the sector.
Key challenges: She highlights the decline in Canada’s agricultural exports and seeks to attract talent to the industry, enhancing its perception as a meaningful career choice.
Each guest's journey reflects significant achievements and challenges that symbolize the larger narrative of the Canadian agricultural landscape.
About Chatter That Matters and Host Tony Chapman
Chatter That Matters is one of Canada’s top-rated podcasts, showcasing stories and lessons from a diverse range of guests, including entrepreneurs, industry leaders, and everyday change-makers. Each episode illustrates how individuals transform challenges into triumphs through mindset and resilience.
Hosted by Tony Chapman—a renowned marketing strategist and three-time inductee into the Marketing Hall of Fame—this acclaimed show ranks among the top 0.5% of podcasts globally. Tune in weekly as Tony converses with guests who share invaluable wisdom on living a meaningful life.
🔥 Authentic voices. Remarkable journeys. Real strategies for success.
🎧 Fresh episodes available weekly.
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