The Rural Voice, 1999-07, Page 18(ALmAR)
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14 THE RURAL VOICE
such an individual would also
organize sponsors and stakeholders.
Kelly also points to different shifts
in the attitudes of producers. First,
there's the increasing suggestion that
producers consider themselves "food
producers"instead of primary
producers (of raw food materials).
Dennis Guy holds much the
same view, saying producers
are learning to look at
themselves as business people who
happen to work in agriculture as
opposed to producers or farmers.
Second is the shifting attitude which
suggests producers have a better ear
for what the consumer wants them to
grow (as opposed to the consumer
dictating how or what the producer
will grow).
"Agriculture is a viable and
valuable part of our provincial human
ecosystem," says Kelly. "And until
we start to look at agriculture as a
part of the whole, we're going to
continue to marginalize."
As someone already a part of the
industry, David Imrie counters the
notion that television can play a more
active role in creating agricultural
awareness. Having lost his farm -
based program in 1995, Imrie
acknowledges the limited time and
structured segments that can dictate a
story's coverage.
"Certainly I would think that being
in the broadcast business, we will
continue to watch those stories
(relating to agriculture) and report on
them," replies Imrie. "But definitely
not on a daily basis."
Radio on the other hand, says
Imrie, will continue to provide
information and news based on the
strengths of its 'immediate medium'
reputation.
To Ross Kentner, general manager
of CFOS in Owen Sound, the
changing of broadcasting's old guard
took on a different meaning with the
recent passing of local radio
personality Lawrence Philips. The
long-time farm director of the station,
retired since 1985, is, and will be,
fondly remembered in the district and
greatly missed.
As for the changes that are
coming, Kentner sees them as a
generalization in the industry.
"I think ... farming has become
more of a business and it's my belief
that farmers will pay as much