Traveling mates, Graeme, Miguel, Lawrence and Brenda Schoepp 

From the backseat of our car my Australian born friend Graeme was barking out a series of concerned cries regarding the driving of the locals.  This is a country where speed limits and road rules are “merely suggestions.”  Signal lights are ignored as are solid lines on the highway or street.  You are there to “drive” not diddle around with simple technicalities and although the police are very evident on the roads, we zoomed past them.  Graeme kept muttering in the back seat while Lawrence, my New Zealand born travel expert, kept silent, preferring to keep his thoughts somewhere near the pace of his heart.  I smiled, as this was after-all, a stroll compared to driving in India.

One cannot be in Argentina without feeling the history of the nation and at every turn the politics of the day spilled into the conversation.  Argentinians live with great pride and hurt with an old hurt. They hurt from war and of loss of lives and they hurt from political indifference to the opportunities within her borders.   City or country, poor and rich know that the root of Argentina is her agriculture.  The current restrictions on both travel and trade have again opened deep political wounds.  In Buenos Aires, the city pulsed with a modern, clean and romantic beat with conversation and tango spilling out onto the streets.  But deep inside and behind every monument and every wall there was a political edge.    The mothers of Argentina still march every Thursday in Buenos Aires’ central plaza to remember the missing and murdered children and husbands during the 1970’s while military with water canyons stand by.  But it is to the country that the city cleaves.  Even our lovely city guide was emphatic about Argentina’s true riches when she exclaimed “Agriculture is the most important economic driver in Argentina.”

Brenda in pastures at Safico

Passion would describe the feeling of the people.  They are extremely friendly, city or country, and offer extraordinary hospitality.  Our overnight stay at Safico ranch was a view of the riches of the country in cattle, grass, crops and extraordinary ecosystems.  The conversation lasted long into the night and was roaring loud, passionate and intense.  Even the quiet walks through the fields, to view the exceptional cattle at La Pastoriza was based on an absolute passion for the land, the country, the cattle and the future of Argentina.   The stockmen  we talked to and the trainers of the world renowned Criollo horses we watched all exemplified passion in every step, turn, word and courtesy.

With Ricardo at La Pastoriza 

The little town of Delores was on route to the port side city of Mar del Plata.  We stopped here for a late night beef and beer.  Young boys about ten years old were enjoying cola at the same street-side bar and we soon were engaged in a passionate debate on sports, without the advantage of knowing the language. As I fished in my bag to find Canadian coins, the men kept the sport conversation going.  Even the owner was soon in the game and as I handed over the last of my change, a tonnie, you would think it was a grand prize.  Smiling, we made our way back to the small but tidy hotel for a short night before another day of driving.

Young Lad

Most of the land holdings are very large but smaller farmers have the option to use the competitive cooperative system to market grains and beef.  Several visits to the largest cooperative in Argentina impressed me with their reach and grass roots focus on youth and education.  As one executive put it “All the cooperatives depend on the education of the new generation.”   And marketing solutions are most certainly needed, for farmers large and small.  Tradition is strong in Argentina especially in the cattle industry and fat cattle still take long, hot, open air rides to stand in the live auction in Buenos Aires at Mercado de Liniers S.A.   At this time the industry is also morphing from a grass fed base to grain fed feedlots.  The cow calf operations we visited were innovation and at La Pastoriza the next steps from genetic excellence was owning the cattle through to finish.   The farm and business of A Puro Campo,  included the processing and the retail shelf in their business plan.  They said they simply stopped getting bigger and started adding value, thus contributing real employment to the area.  This is difficult in Argentina but I was pleased to see that they did not own part of the beef shelf, they owned it all at the retail outlet of Accuario.

Post-secondary education is free in Argentina, giving men and women the opportunity for professional advancement.   And although in literature, Argentina is portrayed as a macho society, women hold their own.  Many professional women have their own city homes while their husband works in the country and many mothers are the owners and CEO of ranches or farms managed by their male progeny.   And in businesses we visited, the women most certainly held equal footing with the decisions of the men – although they were noticeably absent from table.

For the 30% of the population that is very poor, the role of women is much harder and they are often working outside the home.  And although education is free to all, the quality of education received by the poor is low compared to the middle class, thus condemning many women to an extended life of poverty.  Borrowing money is not an option with interest rates starting at 16% and inflation at 11%.
We stopped to visit with women vendors at a market in a town park.  It was for those women on a social program and they were given space and opportunity to sell their wares, such as handicrafts, food and even homemade liquor.   Graeme, Lawrence and I all bought a little something and enjoyed the lively exchange with these entrepreneurs. 

Young woman promoting her wares

Compared to other industry in Argentina, farming is seen as a good business.  Even as agriculture faces policy threats in Argentina, the farm is attracting educated men and women and the role of women is increasing.  Those women with business, accounting or financial expertise are now in leadership roles and seen at the table with the male farmers.   As one farm leader expressed “the old farm is different than the new farm. The new farmer has studied.”

Hospitality abounds in Argentina.  From shop owner to executive we were greeted with genuine warmth and hospitality.  Coffee and food were always offered and through our very knowledgeable host and interpreter Miguel, we were able to build the story of agriculture and her people in this vast and varied country.   At the heart of Argentina – is a great passion for agriculture.

Tango in the streets

Authors note of appreciation.  This trip to Argentina was gifted to me for the extension of my work in agriculture by Leader Tours.  Lawrence is the group travel agent and sends folks from Canada to all corners of the earth through Leader Tours and Downunder Travel.  Together with Miguel they are growing the opportunities to share agriculture, cultural and business knowledge between Canada and Argentina.  My thanks to Lawrence and Jason at Downunder, to Graeme for his great company and to Miguel for the wonderful expression of Argentina.    

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A recent study indicates that in most Canadian cities up to 44 per cent of people grow a little something to eat. It could be as simple as a pot of parsley or a row of carrots among the carnations but there is always something growing. It may be that mankind was born to plant seeds and feed animals, or it could be that there is something spiritual and miraculous about plant and animal life. Either way, urban agriculture, although small in stature has woven its way into the very fabric of the majority of the lives here on Earth.


Agriculture is from the earth and for the earth. It is farming without the restraint of border, class, location, income, culture or politics. It is the greatest freedom known to man. No wonder our city friends are so excited about meeting farmers and learning about farming. How else will they grow their lovely, green and edible city?


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I tasted a selection of wines and cheeses, appetizers and mains (Italian first of course), desserts and fast foods. The renowned and ever creative high end white tablecloth scene in Toronto is not the only food in town. One of the most amazing growth areas in the downtown area is the burger trade. I stopped in to visit Akin Asalu in his HERO Burger stop on Front Street where certified Alberta beef is exclusively prepared. He praised the taste and consistency of the beef and talked with passion about the growth in the downtown core. It was fun to hang out and visit him and his customers.

This beautiful Italian cheese aged in honey and wrapped hay was a
delightful presentation on the shelf.

 The St. Lawrence Market was buzzing even on a rainy afternoon in midweek and vendors were happy to answer all my questions about the seasonality of food, the variety that one had to offer to meet the cultural needs in Toronto and of course to offer me a taste of goodness. It was a spirited exchange that leaves land locked westerners feeling rather deprived of the depth of the food scene. But a farm girl is a farm girl and I stopped short when I saw cheese wrapped in hay! Canada has a wide and varied food scene. It differs from coast to coast but Toronto seems to capture it all and present it in authenticity on your plate.

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When I look at all the characters that make the Canadian beef industry what it is today – there is quite a collage of scenes, plots and subplots, protagonists and antagonists, devils, demons and beautiful women. There is romance (often with the land) on the same page as Wall Street smarts and superhero technology combined with “all creatures great and small” humble advice. There is always hope for the future and the great fortunes it will bring.

We live in the experience economy. A time when folks can and do have what it is they want – and that leaves them thirsting for more. A time when all that we do and say is shear or transparent across a borderless world. It is a time when the value of an inspiring story is beyond our capability of measurement and the impact greater than any advertising campaign. We are in a space when people wish to hear a good story and our curious about ours.

How blessed we are to have men and women of honour who carve out a living from cows, crops and creative innovation. The consumer asks us: who are you and what is your story? What makes you get up in the morning and work all day and want to do it all again? The reader wants to know how farmers, ranchers and cattle feeders became so innovative, how they mastered their fears, who was in the story that built them up, took them down or simply walked by their side?

In many cultures, the story is used to inform, educate and inspire the youth within the village. Unless the story is told, the day is considered incomplete. We learn through social media and the internet and our interaction is at a very high level. It is important for this industry to be in that space. A dozen meetings on the woes of industry could likely be solved by asking youth. I remember going to a vineyard in BC because I had heard of their innovative marketing. Each bottle of wine had a beautiful hand drawn futuristic picture and was blessed by an Indian elder. Hollywood was buying this local Canadian wine as fast as it could be produced. My question to the manager was this: Who thought of this ingenious marketing plan? As I asked, a young man sauntered across the yard and the manager pointed to him and said “he did”. Isn’t that an amazing story!

When a neighboring cattleman died, I did not remember him for his cattle, grass or cash. I remember and treasure the hand written note he sent which said “Thank you Brenda for bringing our community together”, the bottle of homemade wine delivered one Christmas and his beautiful poems. He was the story behind beef – and so are you.

Please share your story with me.

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[image courtesy of Cattlemen's Young Leaders]

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Meet the FACES of the FUTURE! 
[learn more about each person here]

Back row: Entrepreneurs Chelsea Cunningham, Laura Laing, Brenda Schoepp (mentor), Heather Finn, Aaron Cunningham, Matt Tees
Front row:  Guests Robin Schaefer (Australia) and Steve Larocque (Three Hills) with entrepreneurs Graeme Finn, Jeff Braisher

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In photo: Panelists (Dragons) Robert Dixon, Brenda Schoepp,
Chelsea Geiger (coordinator) and Scott Montgomery

“I just wanted to thank you for the opportunity to meet with you on Saturday, and for your valuable insight and advice.” -Entrepreneur

“Thank you for wisdom and thoughtful insight at the Entrepreneur Exchange. I have no words to describe how impacted I was.” -Entrepreneur

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Pride shows itself in many forms. The soft pet of the family dog, a roar around the field in a new tractor, the kiss to a baby’s cheek, a sweeping gesture over land, a bountiful garden, a beautiful quilt, a new software program or technology, a community leadership program, a faithful employee or a child who came back home to invest in and live on the farm. A bedraggled traveler such as me is witness to these stories and to this pride in every corner of our nation. Is that not amazing?

Is it not amazing that communities can build first-class facilities with seemingly no budget? Is it not amazing that every farm table can be fully dressed in a heartbeat even when the fridge appears empty? Is it not amazing that after years of setbacks, farms continue to thrive and is it not amazing that our strongest leaders, best professionals and advocates for social change and most creative artists all came from rural Canada?

It is staggering to think of the contribution that rural people make to urban wealth and security. To say that farmers are the foundation of a nation perhaps sells them short. They are the nation — for every civilization evolves around one thing — the production of food. I get to see farmers do just that from coast to coast. It doesn’t get more exciting than that!

I am often asked how I remain so passionate about agriculture. It is tough, demanding, exhausting and complicated, especially when you are farming and on the road with your family back at home. The answer is simple. With or without luggage — I am always surrounded by caring, intelligent, respectful, creative, talented, hard-working, sincere people. I am always surrounded by farmers — they are my reward and that makes every mile a memory.

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“In respect of the food animal we need to fully appreciate the value they add to our lives.”

I was in Winnipeg speaking at a forum on The Ethics of Edibility: Food Animals in Perspective, and thought I would share this experience with you. The most important part about this forum is that it took place, and in doing so, brought together academics and non-academics to discuss food animal welfare and production. It is the first time to the best of my knowledge that a highly-researched dialogue that was non-confrontational has taken place that included audience participation. In this regard, the forum was historical, as was the knowledge transfer between interested parties.

From my perspective, I talked about the hidden economic driver behind food animal production – that being credits or value adding to the non-meat portion of the animal. The evolution of food animal has transcended beyond the basic need for food. In cattle, we count over 500 secondary products for a value of $19.00 cwt. or $266.00 per head. That has created a huge societal dependence on products that they may have never even related to food animal, such as the gelatin in their shampoo, conditioner, baking or yogurt.

When it comes to ethics, we could all agree on one word and that word was “respect”. Dr. Temple Grandin said it best when she proclaimed that “food animals are here for our use – we need to respect that.” The full societal contribution of the food animal is likely under-appreciated because they add so much value to our lives. It is our duty to ensure that society has an appreciation for food animals and that they understand we are ethical contributors to their well being. They are after all – entrusted to our care.

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