Article
December 17, 2025
By Brooklyn Lutz and Amanda Patterson
Last week in Calgary, the Canadian agriculture industry held their annual gathering, Grow Canada 2025, and the energy was unmistakably different. This wasn’t a room rehashing familiar challenges; it was growers, agtech innovators, equipment manufacturers, policy makers, and industry leaders ready to move from aspiration to action.
The two-day event featured keynotes on navigating AI, sessions on trade policy and tariff strategy, and panels on innovation and resilience. A standout moment came from Dr. Jody Carrington’s closing keynote on “Building Resilience in the Age of Burnout,” underscoring why acknowledging stress and uncertainty isn’t weakness; it’s the reset button the industry needs.
One clear message emerged: agriculture is tired of being a supporting actor in Canada’s economic story.
Action Over Aspiration. The industry is done with reports and “let’s explore this further” conversations. Combined, Canadian agriculture and agrifood generate more GDP than automotive and steel, yet those sectors dominate policy conversations because they’re unapologetic about their value. Agriculture has earned the same confidence and must act on it.
Trade Diversification is Urgent. The U.S.-Mexico-Canada trade agreement faces mandatory review by July, with potential changes sooner. Tariffs and price pressures will persist. The geopolitical landscape demands strategic market expansion beyond traditional trading relationships. This isn’t a temporary crisis; it’s the new operating environment.
Data Wins. The current Canadian government responds to one thing: solid stats backed by rigorous analysis. When agriculture speaks with one unified voice, armed with compelling data on economic contribution and job creation, doors open. Numbers move the needle; frustration doesn’t.
Connection Over Screens. AI dominated conference discussions for good reason. But here’s what stood out: in an increasingly digital world, human connection is the most powerful competitive advantage. Relationships move Canadian agriculture; tech supports it. Brands and teams that marry AI innovation with intentional relationship-building will lead.
Innovation Needs to Fail Better, Faster. The stigma around failed experiments is choking innovation. The industry must normalize discussing what didn’t work and why, so learnings accelerate the next iteration. When teams feel safe to experiment without fear, breakthrough innovations emerge faster.
What This Means for Brands
These themes signal a market inflection point. Companies should adjust advocacy strategies to align with data and policy priorities. Generic messaging won’t cut it. Specific, quantifiable value propositions tied to trade, investment, or resilience will.
As AI reshapes the industry, lean into authentic connection. Prioritize demos over dashboards, peer validation over features lists, and human touchpoints over automated workflows. Build a culture of experimentation internally and externally. Companies that normalize failure and celebrate learning will attract top talent, accelerate innovation, and build equity with partners.
Finally, partner with advisors who understand this complex landscape. The intersection of policy, trade, innovation, and unified messaging requires strategic positioning, earned storytelling, and policy engagement that moves the needle and supports the regulatory environment this sector needs.
Grow Canada reinforced that the window for coordinated, confident advocacy is open and the stakes are high. The Canadian agriculture industry is loud, ready, and waiting for partners brave enough to match that energy. The question isn’t whether to step up; it’s how quickly.
Brooklyn Lutz is a Saskatchewan-born farm girl with deep agriculture roots. Brooklyn grew up on the seat of a tractor. A truly integrated practitioner, she uses her diverse background in brand marketing, corporate communications and client relations to become a trusted partner and advisor her clients can rely upon.
Amanda Patterson leads the planning practice in Canada. With over two decades of strategic brand experience and a passion for agriculture, she works with clients to develop innovative approaches to their business challenges, specializing in bridging strategy, audience insights and culture from commodity organizations to global business leaders.
See what else is happening
You might also like
-
Expertise
Get the Report: Corporate Affairs Trends for 2026
December 10, 2025
-
Expertise
Executive Impact: Turning Transitions into an Enterprise Advantage
December 10, 2025
-
Expertise
Sponsored Content in the AI Era
December 3, 2025
-
Expertise
When the World Gets Noisy, Great Storytelling Breaks Through
December 3, 2025
-
Expertise
Predictions for the Year Ahead: 3 Shifts in Internal and Change Comms in the Age of AI
November 20, 2025
-
Expertise
Podcast: Why Communications Is the Ultimate Advantage in Sports
November 13, 2025
-
Expertise
The Supreme Court Case That Could Redefine U.S. Trade Policy
November 12, 2025
-
Expertise
Win What Matters
November 11, 2025
-
Expertise
In The Age of Rage, Fairness Is the Only Way Forward
November 5, 2025
