Agriculture and Agri-Food Canada Agriculture et Agroalimentaire Canada “ “ Sharing Knowledge With Sharing Knowledge With Government Programs” Government Programs” at Expert Meeting on the Contribution at Expert Meeting on the Contribution of Agriculture to the State of Climate of Agriculture to the State of Climate Presented by: E. G. (Ted) O’Brien Presented by: E. G. (Ted) O’Brien National Agroclimate Information Service National Agroclimate Information Service Prairie Farm Rehabilitation Administration Prairie Farm Rehabilitation Administration Agriculture and Agri-Food Canada Agriculture and Agri-Food Canada September 29, 2004 September 29, 2004 Prepared by: Prepared by: Bazil Fritz Bazil Fritz Brant Kirychuk Brant Kirychuk Esther Kienholz Esther Kienholz Heather Gale Heather Gale Mike Hammer Mike Hammer
at Expert Meeting on the at Expert Meeting on the ContributionContribution
of Agriculture to the State of Climateof Agriculture to the State of Climate
Presented by: E. G. (Ted) O’BrienPresented by: E. G. (Ted) O’BrienNational Agroclimate Information ServiceNational Agroclimate Information Service
Prairie Farm Rehabilitation AdministrationPrairie Farm Rehabilitation AdministrationAgriculture and Agri-Food CanadaAgriculture and Agri-Food Canada
September 29, 2004September 29, 2004
Prepared by:Prepared by: Bazil FritzBazil Fritz Brant KirychukBrant Kirychuk Esther KienholzEsther Kienholz Heather GaleHeather Gale Mike HammerMike Hammer
History of PFRAHistory of PFRA
The Prairie Farm Rehabilitation Administration (PFRA) was The Prairie Farm Rehabilitation Administration (PFRA) was established by an Act of Parliament in 1935 in response to established by an Act of Parliament in 1935 in response to the widespread drought, farm abandonment and land the widespread drought, farm abandonment and land degradation of the 1930’s. It’s role was to:degradation of the 1930’s. It’s role was to:
“…“…secure the rehabilitation of the drought and soil secure the rehabilitation of the drought and soil drifting areas in the Provinces of Manitoba, Saskatchewan drifting areas in the Provinces of Manitoba, Saskatchewan and Alberta, and to develop and promote within those and Alberta, and to develop and promote within those areas, systems of farm practice, tree culture, water areas, systems of farm practice, tree culture, water supply, land utilization and land settlement that will supply, land utilization and land settlement that will afford greater economic security…”afford greater economic security…”
History of PFRA (cont’d)History of PFRA (cont’d)
While our programs and While our programs and activities have changed activities have changed over time to remain over time to remain relevant to the current relevant to the current needs of the agricultural needs of the agricultural sector, the focus has been sector, the focus has been constant – to ensure the constant – to ensure the sustainable use of the sustainable use of the Canadian Prairie’s Canadian Prairie’s irreplaceable soil and water irreplaceable soil and water resources.resources.
PFRA has since been PFRA has since been working with Rural people working with Rural people to help them meet the to help them meet the challenges presented by a challenges presented by a demanding climate and an demanding climate and an ever-evolving agriculture ever-evolving agriculture industry. industry.
The Role of The Role of CommunicationsCommunications
Within PFRA Within PFRA
Communication with agricultural producers and rural Communication with agricultural producers and rural prairie people has been pivotal to the operation of PFRA prairie people has been pivotal to the operation of PFRA since it’s inceptionsince it’s inception
Research scientists with the Dominion Experimental Research scientists with the Dominion Experimental Farms needed to disseminate research findings to Farms needed to disseminate research findings to farmers and ranchers in practical and meaningful waysfarmers and ranchers in practical and meaningful ways
PFRA staff spent a great deal of time traveling the PFRA staff spent a great deal of time traveling the Prairies to meet with the people they servedPrairies to meet with the people they served
While the tools and techniques of communication have While the tools and techniques of communication have changed over the years, communication between PFRA changed over the years, communication between PFRA and its primary clients has remained fundamental to its and its primary clients has remained fundamental to its operationsoperations
Objectives of the PaperObjectives of the PaperThe primary objective of this paper is to The primary objective of this paper is to illustrate through case examples some of the illustrate through case examples some of the approaches used by PFRA to deliver approaches used by PFRA to deliver information to agricultural producers, information to agricultural producers, particularly as it relates to climate, and particularly as it relates to climate, and producers adaptation to climate.producers adaptation to climate.
Extension KeysExtension Keys
Know your clientKnow your client Address their needsAddress their needs
Understand how adults Understand how adults learnlearn Deliver your message Deliver your message
accordinglyaccordingly Motivate your client to Motivate your client to
want to learn and want to learn and embrace changeembrace change
Activity is matched to Activity is matched to desired outcomesdesired outcomes
Producers want the bottom Producers want the bottom line…line…
““Yes, this is very interesting… Yes, this is very interesting…
but show me how to make more but show me how to make more money”money”
Develop a “Communications Develop a “Communications Plan”Plan”
A “Communications A “Communications Plan” is a valuable tool Plan” is a valuable tool in helping to make in helping to make best use of limited best use of limited resourcesresources
It clarifies your It clarifies your audience, objectives, audience, objectives, message and approachmessage and approach
The plan also The plan also addresses the addresses the evaluation of the evaluation of the communications communications program or activitiesprogram or activities
Choose Your Tools and TechniquesChoose Your Tools and Techniques
As illustrated in the following examples, many As illustrated in the following examples, many communications tools and techniques are communications tools and techniques are availableavailable
Selecting the most appropriate ones for a given Selecting the most appropriate ones for a given situation will depend on several factorssituation will depend on several factors Nature of the audienceNature of the audience Resources availableResources available Type of informationType of information
Several different approaches may be used in Several different approaches may be used in combinationcombination
DemonstrationDemonstrationss Promoted by peersPromoted by peers
Extension agent gets field Extension agent gets field experienceexperience
Can be costly and time Can be costly and time consumingconsuming
May not demonstrate what May not demonstrate what you hopedyou hoped
Excellent way to provide Excellent way to provide detailed informationdetailed information
Can be held any time of Can be held any time of yearyear
Ensure diversity of Ensure diversity of presentationspresentations
Producers are willing to Producers are willing to pay for well run pay for well run workshopsworkshops
WorkshopsWorkshops
Hands on experienceHands on experience Field proof of theoryField proof of theory Pre-field day visit is Pre-field day visit is
essentialessential Manageable number of Manageable number of
participantsparticipants Provide reference materialProvide reference material High level of activityHigh level of activity Needs to be well planned Needs to be well planned
and publicizedand publicized
Field DaysField Days
Excellent way to provide Excellent way to provide detailed informationdetailed information
Can be provided any Can be provided any time time
of yearof year Ensure diversity of Ensure diversity of
publicationspublications
PublicationsPublications
Due to time constraints it is Due to time constraints it is impossible to work with impossible to work with each individual producereach individual producer
Efficiencies must be foundEfficiencies must be found One-on-one consultation One-on-one consultation
helps the extension agent helps the extension agent keep their field skills sharpkeep their field skills sharp
Individual ConsultationIndividual Consultation
Build a rapport with mediaBuild a rapport with media Make yourself available for Make yourself available for
interviewsinterviews Have a list of key phrases Have a list of key phrases
describing your project describing your project prepared before an prepared before an interviewinterview
Deliver your messageDeliver your message
MediaMedia
Are Extension Techniques in Are Extension Techniques in Canada applicable to other Canada applicable to other
countries of the world?countries of the world?
Extension techniques used in Canada are Extension techniques used in Canada are applicable but must be adapted to each of the applicable but must be adapted to each of the following circumstances, which are unique for a following circumstances, which are unique for a given area:given area:
1) Social1) Social
2) Economic2) Economic
3) Climate3) Climate
4) Landuse4) Landuse
Are Extension Techniques in Are Extension Techniques in Canada applicable to other Canada applicable to other
countries of the world? (cont’d)countries of the world? (cont’d)
Some of the major challenges associated with Some of the major challenges associated with extension techniques are:extension techniques are: Human resourcesHuman resources $$$ $$$ Partners Partners LiteracyLiteracy Language and translationLanguage and translation Access to computersAccess to computers Access to electricityAccess to electricity
Climate Change Action Fund – Climate Change Action Fund – Agricultural Awareness Partnership Agricultural Awareness Partnership
Project (AAPP)Project (AAPP) Purpose: Increase awareness of producers and the Purpose: Increase awareness of producers and the
public about GHG and agriculture, the management public about GHG and agriculture, the management practices that are, and can be utilized, to reduce net practices that are, and can be utilized, to reduce net emissionsemissions
Partners: Government, conservation and agricultural Partners: Government, conservation and agricultural organizationsorganizations
Primary Strategy: Raise awareness of the economic Primary Strategy: Raise awareness of the economic and environmental benefits of management practices and environmental benefits of management practices by promoting sustainable practices that can reduce by promoting sustainable practices that can reduce GHG’s and provide benefits like clean water, healthy GHG’s and provide benefits like clean water, healthy soils and wildlife habitatsoils and wildlife habitat
Delivery: Fact Sheets, radio ads, newspaper articles, Delivery: Fact Sheets, radio ads, newspaper articles, expanded Environmental Farm Plan workshop and expanded Environmental Farm Plan workshop and Project evaluationProject evaluation
Climate Change Action Fund Climate Change Action Fund (cont’d)(cont’d)
The objectives were to:The objectives were to: Improved awareness and understanding of agriculture’s Improved awareness and understanding of agriculture’s
impact on the GHG budget and climate changeimpact on the GHG budget and climate change Create a positive attitude within private and public Create a positive attitude within private and public
sectors using practices that reduce energy consumption, sectors using practices that reduce energy consumption, reduce GHG emissions and sequestor carbon.reduce GHG emissions and sequestor carbon.
Reached about 25,000 producers directly and involved Reached about 25,000 producers directly and involved mass mediamass media
Clearly a need for further research, more work on Clearly a need for further research, more work on information materials and outreach to the agriculture information materials and outreach to the agriculture sector on climate changesector on climate change
Project was measured to be successful at raising awareness Project was measured to be successful at raising awareness levels within the agriculture sectorlevels within the agriculture sector
Climate Change Action Fund Climate Change Action Fund (cont’d)(cont’d)
Training the Trainers, Workshop, University of ReginaTraining the Trainers, Workshop, University of Regina
provided information to professionals in direct contact provided information to professionals in direct contact with agricultural producers and the general public to with agricultural producers and the general public to build general awareness, contact with climate change build general awareness, contact with climate change specialists and sources of information. specialists and sources of information.
To improve upon success it requires a follow up planTo improve upon success it requires a follow up plan-Use your trainees-Use your trainees-stay in communication with science updates-stay in communication with science updates-include trainees in outreach activities-include trainees in outreach activities-have them on your speakers list ie CC SK-have them on your speakers list ie CC SK
AAFC Shelterbelt CentreAAFC Shelterbelt Centre
Grows and researches Grows and researches over 30 species and over 30 species and varieties of coniferous varieties of coniferous and deciduous trees and deciduous trees and shrubs for use in and shrubs for use in field and farmyard field and farmyard shelterbelts and shelterbelts and environmental and environmental and conservation plantingsconservation plantings
Promotes and Promotes and distributes tree and distributes tree and shrub seedlings in the shrub seedlings in the Prairies and Peace Prairies and Peace River, B.C.River, B.C.
AAFC Shelterbelt Centre AAFC Shelterbelt Centre (cont’d)(cont’d)
The program is The program is popular, effective, popular, effective, affordable and visibleaffordable and visible
Is adaptive and Is adaptive and mitigative in response mitigative in response to climate changeto climate change
Canada-Saskatchewan Canada-Saskatchewan Irrigation Diversification Centre Irrigation Diversification Centre
(CSIDC)(CSIDC) A federal/provincial/industry A federal/provincial/industry
centre dedicated to centre dedicated to sustainable irrigated sustainable irrigated productionproduction
Conducts, funds and Conducts, funds and facilitates irrigated research, facilitates irrigated research, demonstration, development demonstration, development and technology transferand technology transfer
Canada-Saskatchewan Canada-Saskatchewan Irrigation Diversification Centre Irrigation Diversification Centre
(cont’d)(cont’d) Benefits include increases Benefits include increases
in crop diversification, in crop diversification, production and water use production and water use efficiencies and efficiencies and environmentally environmentally sustainable irrigation sustainable irrigation production practicesproduction practices
Field days, commodity Field days, commodity events, extension events, extension meetings and farm group meetings and farm group tours are essential tours are essential education and outreach education and outreach toolstools
Greencover Canada ProgramGreencover Canada Program
Three year funding Three year funding program (2003-2006) program (2003-2006) which will expand the area which will expand the area covered by perennial covered by perennial forage and trees to forage and trees to promote sustainable land promote sustainable land use practices on rangeland use practices on rangeland and environmentally and environmentally sensitive areassensitive areas
Four componentsFour components Land ConversionLand Conversion Critical Areas ComponentCritical Areas Component Technical AssistanceTechnical Assistance ShelterbeltShelterbelt
Greencover Canada Program Greencover Canada Program (cont’d)(cont’d)
Outreach includes hands on Outreach includes hands on assistance ie to select and assistance ie to select and plant forage species on plant forage species on sensitive lands or native sensitive lands or native species establishment and species establishment and preparation of technical preparation of technical materials.materials.
Objective is to maximize Objective is to maximize benefits to Canadians by:benefits to Canadians by: Protecting land from wind and Protecting land from wind and
water erosionwater erosion Improving water qualityImproving water quality Enhancing biodiversityEnhancing biodiversity Increasing carbon Increasing carbon
sequestration in the soilsequestration in the soil
Conservation Learning Centre Conservation Learning Centre (CLC)(CLC)
The Conservation Learning Centre The Conservation Learning Centre is located in Prince Albert, SK and is located in Prince Albert, SK and began in 1993began in 1993
Provides opportunity for children Provides opportunity for children to view various conservation to view various conservation practices first hand and attend practices first hand and attend outdoor education classesoutdoor education classes
12,000 children (grades 3 to 11) 12,000 children (grades 3 to 11) have visited the farm through the have visited the farm through the CLC school programCLC school program
Partners: Saskatchewan Partners: Saskatchewan Agriculture Food and Rural Agriculture Food and Rural Revitalization, Ducks Unlimited Revitalization, Ducks Unlimited Canada, PFRA, Agriculture Canada Canada, PFRA, Agriculture Canada Research Branch, University of Research Branch, University of Saskatchewan and private industry Saskatchewan and private industry
Conservation Learning Centre Conservation Learning Centre (cont’d)(cont’d)
Outcome: Provides Outcome: Provides children with the children with the information and information and education on education on conservation practices conservation practices related to soil, water, air related to soil, water, air and biodiversity to take and biodiversity to take back to their homes so back to their homes so that they may carry this that they may carry this forward into the future forward into the future and become good and become good stewards of the landstewards of the land
Cow-Calf School – Stocking Rate Cow-Calf School – Stocking Rate CalculationsCalculations
PFRA range management staff assisted the Western Beef PFRA range management staff assisted the Western Beef Development Centre in delivering their 2004 Cow-Calf Development Centre in delivering their 2004 Cow-Calf SchoolSchool
Delivery partners included staff from Saskatchewan Delivery partners included staff from Saskatchewan Agriculture Food and Rural RevitalizationAgriculture Food and Rural Revitalization
Topics covered in the school included:Topics covered in the school included: Good pasture managementGood pasture management Stocking rate calculationsStocking rate calculations Livestock production record keepingLivestock production record keeping New Canadian Agricultural Income Stabilization (CAIS) programNew Canadian Agricultural Income Stabilization (CAIS) program
135 producers attended the one-day long Cow-Calf School 135 producers attended the one-day long Cow-Calf School at five different rural locations in Saskatchewanat five different rural locations in Saskatchewan
Outcome: Producers learned a procedure for setting Outcome: Producers learned a procedure for setting stocking rates that will help to manage pastures at an stocking rates that will help to manage pastures at an optimal leveloptimal level
Browsings NewsletterBrowsings Newsletter Annual newsletter since 1992Annual newsletter since 1992 Who is it intended for?Who is it intended for?
management, biodiversity and management, biodiversity and livestock grazing and species at risklivestock grazing and species at risk
Transfer range management principles Transfer range management principles and new scienceand new science
Enhance the “feeling of working on a Enhance the “feeling of working on a team” amongst staffteam” amongst staff
Outcome: Increased awareness and Outcome: Increased awareness and understanding of beneficial understanding of beneficial management practices (BMP’s) management practices (BMP’s) among Federal and Provincial staffamong Federal and Provincial staff
Rural Water Quality ProgramRural Water Quality Program Applied research projects Applied research projects
for the protection of water for the protection of water supplies, enhancement of supplies, enhancement of the water source and the water source and adaptation of innovative adaptation of innovative small-scale water small-scale water treatment technologiestreatment technologies
Funded under the Canada-Funded under the Canada-Saskatchewan Agri-Food Saskatchewan Agri-Food Innovation Fund (AFIF)Innovation Fund (AFIF)
Water quality is critical to Water quality is critical to agricultural operations agricultural operations and all aspects of rural lifeand all aspects of rural life
Clients: Agricultural Clients: Agricultural producers and other rural producers and other rural residents of Saskatchewanresidents of Saskatchewan
Rural Water Quality Program Rural Water Quality Program (cont’d)(cont’d)
The Rural Water Quality The Rural Water Quality
program deliberately integratedprogram deliberately integrated
science with technology transfer.science with technology transfer. Scientific staff keep communicationsScientific staff keep communications
efforts targeted towardefforts targeted toward
general public audiencegeneral public audience Field demonstrations, trade shows and workshopsField demonstrations, trade shows and workshops
-Field of Streams interactive display at -Field of Streams interactive display at Saskatchewan Saskatchewan Science Centre (225,000 visitors Science Centre (225,000 visitors yearly)yearly)
-”Water is Life” publication in every SK school-”Water is Life” publication in every SK school
-macromedia flash video animation – Robocow-macromedia flash video animation – Robocow
Judged by external project evaluators to be a success.Judged by external project evaluators to be a success.
Drought Watch WebsiteDrought Watch Website Initially developed by PFRA in Initially developed by PFRA in
19981998 Provides timely information on Provides timely information on
impacts of climatic variability impacts of climatic variability on water supply and on water supply and agriculture in the Prairiesagriculture in the Prairies
Promotes practices to reduce Promotes practices to reduce drought vulnerabilitydrought vulnerability
Site includes: Maps, climate Site includes: Maps, climate profiles, drought management profiles, drought management information, federal drought information, federal drought response programs and response programs and related information and linksrelated information and links
Products are reproducibleProducts are reproducible
Articles for Weekly NewspapersArticles for Weekly Newspapers Series of drought Series of drought
management articles management articles written by PFRA staff for written by PFRA staff for weekly newspapers in the weekly newspapers in the Prairie regionPrairie region
Articles are downloadable Articles are downloadable and reproducible from and reproducible from website: website: http://www.agr.gc.ca/pfra/droughthttp://www.agr.gc.ca/pfra/drought//
Provides agricultural Provides agricultural industry and producers industry and producers with timely and practical with timely and practical information and advice information and advice on how to best cope with on how to best cope with drought conditionsdrought conditions
Initiated by interested professionalInitiated by interested professional Sponsored by NAISSponsored by NAIS Bring CMC scientists and other long range Bring CMC scientists and other long range
forecasts experts together with producers forecasts experts together with producers and other professionalsand other professionals
Science update and user needs Science update and user needs presentationspresentations
dialoguedialogue Fosters understanding and better targeted Fosters understanding and better targeted
products.products.
Eco-DetectiveEco-Detective A computer game targeted to A computer game targeted to
prairie landowners, wildlife prairie landowners, wildlife enthusiasts, farmers and youthenthusiasts, farmers and youth
Developed by Agriculture and Developed by Agriculture and Agri-Food Canada and Funded by Agri-Food Canada and Funded by Interdepartmental Recovery Fund Interdepartmental Recovery Fund (IRF) for Canadian Species at Risk (IRF) for Canadian Species at Risk
Promotes the message that Promotes the message that “Agriculture and Species at Risk “Agriculture and Species at Risk can co-exist”can co-exist”
Users learn the features of Users learn the features of habitats for each Species at Risk habitats for each Species at Risk in southern Saskatchewan and in southern Saskatchewan and some of the land management some of the land management practices that are beneficial for practices that are beneficial for these speciesthese species
International ProjectsInternational Projects Example: Joint project Example: Joint project
between the between the Governments of Canada Governments of Canada and Egypt whose goal is and Egypt whose goal is to develop an effective to develop an effective and coordinated and coordinated national system for national system for sustainable water sustainable water resources management resources management in Egyptin Egypt
International Projects (cont’d)International Projects (cont’d) Education and outreach Education and outreach
includes the followingincludes the following WorkshopsWorkshops Scientific forumsScientific forums Training of trainersTraining of trainers Website and internetWebsite and internet Electronic sharing and Electronic sharing and
exchange of data between exchange of data between departments and agenciesdepartments and agencies
