“Nine of ten youth will say, "Values that align with mine are what I'm looking for in a company that I want to work for."“ Becky Parker
Becky Parker is the Manager of Community Trust at the British Colombia (BC) Agriculture Council in Canada. Becky is helping to build the connections between farmers and consumers and assist farmers to understand how best to tell their story.
Click on the image of Becky and I to watch the chat.
A 5th generation farmer, she is also trained in science and education, and has completed a masters and Nuffield Scholarship on the topic of attracting generation Z to agriculture. Agricultural industries the world over face the same issues. An ever-growing demand for food, an ageing farming population and shrinking regional populations. Becky’s experience and insights in both building consumer trust and attracting youth to agriculture are at the root of the future of our food and fibre productions. We talk aligning values, entrepreneurship, competition and the need for a younger face and voice to speak with this emerging workforce.
I had so much fun talking to Becky. My bloopers continue, and I also introduced the world famous* “Cow Bell Round”.
*Not world famous… yet.