The Future of Food: How Canada Can Lead the World
- Tony Chapman
- Apr 24
- 6 min read
Explore: Episode Overview I Moments That Matter (Show Notes) I Guest FAQs
Episode Overview
Discover how Canada can become a true agricultural powerhouse in this thought-provoking episode of Chatter That Matters. Host Tony Chapman welcomes industry trailblazers—Kristjan Hebert, Curt Vossen, and Lisa Ashton—to unpack the challenges and opportunities facing Canadian food, from farm to global markets. If you're passionate about innovation, food security, and Canada's place on the world stage, this episode is a must-listen.
Unlocking Canada's Agricultural Superpower
Canada’s agriculture and food sector is at a crucial turning point. As Tony Chapman notes, "Food is work, food is worth, and food is wonder." But with increased competition and high expectations from global markets, how can Canada harness its natural resources, entrepreneurial spirit, and technological know-how to lead the way—rather than fall behind countries like Brazil and Australia?
Insights from Food Industry Leaders
Kristjan Hebert, one of Canada’s most innovative farmers, speaks candidly about the need for Canadian ambition:
“One thing we have to change as Canadians is we're too goddamn humble... Scale is good. We wanna win.”
Curt Vossen, former CEO of Richardson International, emphasizes building on practical, incremental progress rather than just lofty goals: “Get realistic. Rally around a doable, practical, incremental plan. Speak positively about it. Be sure of your facts.”
The discussion dives into critical topics such as:
Rethinking humble Canadian attitudes to succeed in global food markets
Making key investments in national infrastructure, like improving port access and supply chains
How government, industry, and entrepreneurs can collectively turn volatility into opportunity
The transformative role of technology and sustainability practices in farming
The urgent need to attract youth and new talent to agriculture, making it a top choice for meaningful careers
Exploring the Road Ahead
Lisa Ashton, Agricultural Policy Lead at RBC, shares clear-eyed research and practical advice on how Canada can reclaim and accelerate its global market share. Her perspective as both an industry expert and someone raised on a farm brings a powerful sense of urgency—and hope—for the next generation.
Whether you’re a food lover, business leader, policymaker, or student considering a future in food and agriculture, this episode provides the inspiration and insight you need to see Canadian food through a new lens.
Tune in now to learn how Canada can transform its food industry, inspire the next generation, and secure its spot at the top of the global food chain.
Listen Now!
Moments That Matters - Show Notes
Tony Chapman’s Childhood Farm Story & Sense of Purpose [00:00:02] Tony shares a personal memory about milking a cow as a child, sparking his lifelong respect for the purpose and pride in growing food.
Canada’s Opportunity to Become a Food Superpower [00:02:23] Tony frames the national opportunity: Canada can become a leader in food not just by growing, but by adding value through innovation, branding, and more.
Curt Vossen Reflects on Legacy and Adapting Richardson’s [00:04:45] Curt describes inheriting a multi-generational company and the critical decision to invest big for future competitiveness.
Breaking Away from Traditional Models to Stay Competitive [00:07:00] Curt discusses how Richardson shifted away from old models, investing in logistics and relationships to compete globally.
Kristjan Hebert’s Journey: Bringing Business Acumen to Farming [00:10:19] Kristjan talks about his decision to get a CPA, his return to farming, and importance of business thinking in agriculture.
Canadian Mindset: The Double-Edged Sword of Humility [00:12:21] Kristjan and Curt note that while humility is a strength, Canadians often hold back their ambition—hurting potential for boldness and growth.
Incrementality and the Path to Global Leadership [00:14:04] Curt cautions against chasing only “big moonshots,” advocating instead for practical, incremental progress and economic sustainability.
Government’s Role: Build the Rink, Then Get Out of the Way [00:20:35] Kristjan uses a hockey metaphor for government’s ideal role: set the fair rules and let businesses compete as “ambassadors” for Canadian food.
Making Infrastructure a Priority—for True Reliability and Growth [00:25:10] The discussion highlights how critical infrastructure (like ports and railways) is to growth and why public investment is so urgent.
Lisa Ashton’s Perspective: Canada’s Strengths, Gaps, and the Future of Ag Careers [00:34:26] Lisa from RBC shares why Canada is both strong and slipping in agri-food exports, and why agriculture offers endless career opportunities for youth.
Get to Know Kristjan Hebert, Curt Vossen, and Lisa Ashton
Kristjan Hebert
Who he is: Kristjan Hebert is a farmer and business leader from the Hebert Group, managing a large-scale farm with about 40,000 acres. He’s not just a farmer—he’s also a CPA and a business advisor to other farmers.
Major achievements: Kristjan expanded his family farm massively, making it big enough to support a larger team and embrace efficiency and innovation. He returned to agriculture after working with Myers North Penny (a public accounting firm) and used his business acumen to drive growth and mentor others. He’s become an outspoken advocate for scaling up Canadian agriculture, entrepreneurial thinking, and fostering collaboration and ambition in the industry.
Key challenges: Kristjan faced the challenge of transforming a small, family-run operation into a thriving, scalable business. He’s battled cultural mindsets that discourage ambition—he points out a Canadian tendency to be “too humble”—and calls out the need to celebrate success in agriculture rather than shrink from it. He's also confronted obstacles such as succession planning in farming, volatility in the ag sector, and a lack of support for new leadership and entrepreneurship.
Curt Vossen
Who he is: Curt is the former CEO of Richardson International, one of Canada’s largest agricultural companies, with a history spanning back to 1857. He led the company for 25 years, turning it into a global force that exports to more than 60 countries.
Major achievements: Under Curt’s leadership, Richardson underwent major transformation, including recapitalizing and modernizing out-of-date assets. He helped the company adapt to massive industry changes, including the shift away from a cooperative-dominated system and dealing with the end of the Canadian Wheat Board’s control. He enabled the company’s expansion into international markets and emphasized the importance of building real customer relationships globally.
Key challenges: Curt inherited a company at a crossroads, with aging infrastructure and major industry shifts looming. He had to convince stakeholders to make bold, risk-heavy investments for long-term survival and growth, not just incremental change. He also had to dismantle sentimental attachments to “the old way” of business to push Richardson—and the broader industry—forward into a modern, competitive space, facing tough global competition and logistical challenges.
Lisa Ashton
Who she is: Lisa is the agricultural policy lead at RBC Thought Leadership. She grew up on a farm in Southwestern Ontario and now bridges agriculture and thought leadership at one of Canada’s leading financial institutions.
Major achievements: Lisa heads up agricultural research for RBC, providing insights into trade, tariffs, climate policy, and more, while actively engaging stakeholders across Canada. She’s played a key role in initiatives like the Climate Action Alliance, advancing climate-smart practices across agriculture.
Key challenges: Lisa flagged Canada’s slipping position in global agricultural exports—from 5th to 7th, with risk of further decline—due to competition from emerging economies and challenges in infrastructure (like shipping grain efficiently out of major ports). She also deals with the underappreciation of agriculture as a career, working to highlight and attract talent to the industry.
Each guest has not only achieved significant milestones in their respective fields but has also faced—and worked to overcome—challenges that are both deeply personal and representative of the broader Canadian agricultural landscape.
About Chatter That Matters and Host Tony Chapman
Chatter That Matters is one of Canada’s top-rated, five-star podcasts, spotlighting inspiring stories and valuable life lessons from a diverse lineup of guests—including entrepreneurs, industry trailblazers, artists, athletes, authors, celebrities, and everyday changemakers. Each episode showcases how people have turned challenges into triumphs through mindset, resilience, and purpose.
Hosted by Tony Chapman—renowned marketing strategist, sought-after keynote speaker and conference emcee, media personality, and a three-time inductee into the Marketing Hall of Fame—this acclaimed show ranks among the top 0.5% of podcasts globally (Listen Notes). Tune in every week as Tony welcomes a new guest who shares wisdom and practical advice on building a life filled with meaning and impact.
🔥 Authentic voices. Remarkable journeys. Real strategies for success.
🎧 Fresh episodes drop every week.
Follow/Subscribe on your favourite podcast platform so you never miss an episode.
To learn more about RBC and their programs visit
Comments