Despite some very inclement weather, the 2018 Ranching Opportunities conference attracted about 120 participants on Feb. 8.
The annual one-day conference took place at the Olds College Alumni Centre and at other locations on the campus.
This year's conference was attended by producers, students and government officials, and was co-sponsored by Mountain View, Kneehill and Rocky View counties, Alberta Agriculture and Forestry, Foothills Forage and Grazing Association and other partners.
The conference included a number of lectures, including one by Canadian Centre for Food Integrity (CCFI) president Crystal Mackay.
In her address titled Earning Trust in Food and Ranching, Mackay said it is more important than ever that the public be given credible information about the beef industry.
To that end, ranchers themselves can play a big role in promoting the beef industry with the general public, she said.
"Don't be defensive if people don't want to buy your product today," said Mackay. "Remember, it's a long-term game plan. I want you to think about what you can do to make (the public) feel a little better about Canada's ranchers.
"I want you to show that you are committed to this industry. I want you to think of one thing to help improve public trust in your product."
Earning and maintaining public trust is vital to the future growth of the beef industry in Canada, she said.
"Canadians are more interested in their food and how it is produced than ever before," she said. "I have never been more optimistic about the opportunity to have a conversation with the public. "Remember you are doing that thing that is most important to our society, providing healthy and affordable food to Canadians."
Cam Daniels, director of marketing with Harmony Beef Plant, also gave an address in the Alumni Centre.
A recently opened beef harvest and fabrication facility, Harmony Beef is located near Airdrie.
"Our mission is to supply our customers with safe wholesome beef products recognized for its unique taste, trouble-free handling, price stability, profitability, health and nutrition," said Daniels.
He outlined some of the facility's processes and equipment.
The facility is enclosed with ventilation for winter and summer and has a capacity of 650 head, he said, noting the design of the barn was influence by Dr. Temple Grandin.
The facility includes a state-of-the-art process water purification system, which includes six stages of treatment, he said.
Other addresses and demonstrations were given by Jack Nester of Nester Livestock Equipment Ltd., Alberta Agriculture and Forestry's Barry Yaremcio, and Agriculture and Agri-Food Canada's Karen Schwartzkopf-Genswein and Dr. Gabriel Ribeiro.
The producer panel focused on consumer verification programs and included Shannon Argent, manager of technology at Olds College's Access Centre for Livestock Production.
Grant Lastiwka, with Alberta Agriculture in Olds, facilitated the panel.
Conference attendees who could not make it to the college because of heavy snow across the region were able to watch proceedings using the Google Hangouts video system.
