Putting politics aside: Nova Scotia needs local marketing

August 2, 2024
In recent years, Nova Scotia’s agriculture industry has faced numerous challenges, from unpredictable weather patterns to rising costs of inputs to the ever-changing demands of the market. Amidst these difficulties, there is an urgent call for a robust and collaborative approach to support our local farm businesses and food systems. The introduction of the Nova Scotia Loyal program, which is intended to make it easier to identify, purchase, and support local products is a promising first step, and there’s more work to do. It will be critical that we measure and monitor the impacts of the program over time to ensure its success.

This initiative shows promise as an opportunity to elevate the visibility of our farms and showcase their diverse, local, high-quality products. The need for recognition of local product in our province cannot be overstated. Consumers should be able to easily identify and choose local products, which in turn supports our farmers in a competitive market. We envision a program that matches the success of Aliments du Québec, providing a clear and trusted label for Nova Scotia’s product. The sooner this is implemented, the better it will be for everyone involved in the food supply chain.

For this program to truly succeed, it is imperative that the province works hand-in-hand with the agriculture industry. The current framework must align with the unique realities of our farm businesses and the broader food system in which we operate. This collaboration is not just beneficial; it is essential for creating a program that supports our farmers and gains the trust of consumers – we are looking forward to this collaboration.

Choosing local products is a powerful way for consumers to contribute to a sustainable future for agriculture in Nova Scotia. Supporting our farms not only strengthens our local economy and food security but also enhances the health and vitality of our communities. The Nova Scotia Loyal initiative has the potential to connect consumers and farmers, ensuring that local agriculture thrives.

Connecting with consumers requires an incentive program tailored to their needs. A clear understanding of what motivates them is essential, or the program will fall flat. We understand market research suggested most Nova Scotians wanted an initiative that would align with existing rewards programs. There is an opportunity to build off this and expand incentives to support a wider range of market channels. Farmers’ markets, independent grocers, and direct-to-market businesses must also benefit from these programs to maintain a diverse and resilient local food system.

The government’s decision to offer a 10% preference on procurement from local businesses is a positive move. Government institutions, like schools and hospitals, represent a sustainable market for local producers, ensuring a consistent demand for their goods. The next logical step is to foster stronger connections between farmers and these institutions, creating a seamless supply chain that benefits both parties.

One of the most pressing issues is the politicization of how we market local products. With every change in government, there seems to be a shift in strategy about how to promote buying local, which disrupts the progress and stability for our agriculture sector. It is time to adopt a unified, non-partisan approach that focuses on developing Nova Scotia-made solutions. By working together, we can ensure the long-term growth and sustainability of our industry, economy, and communities.

The future of Nova Scotia hinges on our ability to work collaboratively. We challenge the government to open its doors to industry experts and stakeholders, fostering an environment where solutions are brought to the table to grow a successful program so that we can ensure that our farmers and local food system reach their full potential, benefiting everyone in our province.

A program aimed at the growth of local markets must be supported by an industry-led, government-supported, competitiveness and growth strategy for agriculture. We are ready and willing to lead the development of a strategy with our partners to ensure the future success of our local food system. Working together to grow the Nova Scotia Loyal program and to develop an industry-led strategy has the potential to transform our local food system – but only if we commit to working together towards a common goal.

The program marks a step in the right direction, and the obvious next move is to foster collaboration to grow it further. We don’t have any more time to waste, our industry can’t afford to start over. It’s time to elevate the profile of agriculture throughout Nova Scotia and bolster our local food system, and we must do it together.

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