The Vice President of the Canadian Federation of Agriculture says farmers need to get involved in the conversation about food.
Humphrey Banack says an example is the commitment McDonald's Restaurants has made to have only sustainable beef on their menu by 2016.
He says even McDonald's will admit it's not sure what sustainable beef means.
Banack argues farmers need to be involved in the discussion as McDonald's tries to figure that out to - as he puts it - make sure that bus stays on the road.
He's a firm believer in advocacy for agriculture.
He thinks it should be on every farmers daily list of tasks - alongside plowing the fields and fixing the fences.
Banack's farm was the topic of a segment on CBC Television's the Mercer Report this year - something he says is an example of advocating for agriculture.
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Banack says one area the CFA is taking a strong look at is the area of strategic initiatives.
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Banack says farmers have to get involved in the sustainable agriculture discussion.
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Banack believes advocacy for agriculture should be on that list alongside things like plowing fields and fixing fences.
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