Getting more agriculture stories into the media is the goal of many members of the Eastern Canada Farm Writers’ Association (ECFWA) – particularly for those who work in communications. Those on the journalism side of the equation are always looking for story ideas from the sector.

Providing some insights into this topic was the goal of the ECFWA’s May 14^th webinar, which attracted more than 60 farm writer participants from across Canada. Moderated by ECFWA past president Matt McIntosh, the panel featured David Zura of CityNews and Ed White with Reuters.

For Zura, who studied journalism, it was a job with fastener supplier Fastenal in Windsor that gave him his first real exposure to the agriculture world thanks to the crop, greenhouse and wine producers in southwestern Ontario.

From his first story on ice wine, Zura was struck by how visual and relatable farm stories can be — especially when tied to universal concerns like food prices, safety, and availability.

“It’s something we all need — everybody eats,” he said.

According to Zura, stories resonate best when they are human, visual, and timely. Personal stories in particular — like a family’s experience with a farm injury that he was entrusted to tell — outperform data alone and humanize numbers.

As well, for his audience, a story has to appeal to someone in Toronto but also be relevant to viewers in other parts of Ontario – and in the fast-paced world of TV news, access is everything. Deadlines are daily, and news teams are smaller than they used to be, so sources that are available quickly and reliably, even if just for a 10-minute call, are very important.

White started his career with local newspapers in Ontario and western Canada before spending three decades with The Western Producer. Now, as Canada’s agriculture reporter at global wire service Reuters, his beat has shifted from a farmer-first lens to an international one: what the world wants to know about Canadian agriculture.

“People care about Canadian oil and gas, lentils, potash, canola, and cattle. But to make readers care, they need to see a person in the story — not just the policy,” he said.

He stressed that agriculture stories must connect beyond the industry. For instance, a shrinking cow herd becomes a story about rising beef prices.

“You have to explain why it matters to people who aren’t farmers,” he added.

What helps get ag stories into mainstream media?

• Quick access to real people who can speak authentically and clearly about issues.
• Strong visuals that help stories stand out on screens and in feeds.
• Human angles — relatable stories with emotion and stakes.
• Help connecting dots for urban audiences: what’s happening in fields impacts grocery stores, prices, and daily life.

What doesn’t work?

• Generic press releases – “we need real people saying real things”
• A single spokesperson – different voices make stories more interesting
• Slow replies – deadlines are short in mainstream media and even shorter in the wire service world
• Overly technical or “aggie” language that non-farm audiences won’t understand.

A recording of the webinar will be available shortly in the members-only section of the ECFWA website.

Behind every great ECFWA event or activity is a team of fantastic volunteers!

During this National Volunteer Week, we extend our heartfelt thanks to everyone who gives of their time to this great organization.

And a shoutout to IFAJ – International Federation of Agricultural Journalists and Canadian Farm Writers’ Federation volunteers, too! We are fortunate to have such dedicated and passionate people who care about our industry and our members.

Claire McCormack, an agricultural journalist and PhD researcher from University
College Dublin in Ireland, was the keynote speaker at the event, sharing early results of
her research into the shifts in how urban and rural media cover agricultural issues.
She also took part in a panel discussion hosted by ECFWA member Bern Tobin
addressing issues around journalists and the changing face of agriculture in the media.
Fellow panelists included CTV reporter Scott Miller and former London Free Press
Reporter turned communications consultant Debora Van Brenk.

McCormack and dairy journalist Sjoerd Hofstee from the Netherlands, both members of
the International Federation of Agricultural Journalists, also spent a few days visiting
farms and farm businesses in southern Ontario.

Alberta Farm Writers’ Federation member Jenn Norrie was at the FFCO conference.
She was joined by ECFWA members Kristy Nudds, Jess McCann, Lauren Miller, Sarah
Andrews, Karen Dallimore, Maggie Van Camp, Christa Ormiston, Kelly Daynard and
Lilian Schaer.

The CFWF board has welcomed Annemarie Pedersen as the managing director of CFWF, effective Feb. 1, 2025.

Annemarie is well-know to many of us as a longtime member of the Alberta Farm Writers’ Association and a co-chair of the 2023 congress of International Federation of Agricultural Journalists’ (IFAJ) in Calgary. She has a long history in the farm writing community, which we feel is an excellent asset to our federation.

Annemarie is, in essence, taking over the role of the CFWF secretariat, previously held by CFWF Secretary/Treasurer Hugh Maynard. Hugh is trying hard to retire, so we’ve been working to find the right replacement for him. We’re excited to have Annemarie onboard!

The weeks ahead are focused on the transition of CFWF internal workings to Annemarie, and in the short-term, we will circulate news about upcoming CFWF events – from details about professional development sessions throughout the year and conference details to strategic plans to set our federation on a solid path to our future.

If you have any questions, you can reach me at finnamor@nbnet.nb.ca or 506-863-8797.

Best wishes for a happy and successful 2025,

Allison

Allison Finnamore
CFWF President

After a few questions regarding pest management and the product availability for controlling pests, Alison mentioned that their biggest challenge is the threat of a pest that might arrive into this region that hasn’t been seen before- and the product available to treat that pest. She also mentioned that climate change is an ongoing issue with pest management, as they are seeing pests they haven’t seen before.

Additionally, Alison and Joe developed Bio Tree Net – a plastic free biodegradable Christmas tree netting that reduces their use of plastic on farm.

During the tour, Alison walked us through the nature trails with forestry education, and to the cut-your-own tree field.

After the tour, attendees gathered in nearby Cambridge at the Four Fathers Brewing Company for a delicious lunch.

Congratulations to:

Kelly Daynard, nominated by Senator Rob Black

Hugh Maynard, nominated by Senator Rob Black

Brenda Trask, nominated by Senator Percy Downe

“This year’s Excellence in Agriculture Award winners inspire me and demonstrate the extent of the passion and talent that sets Ontario agri-food apart in a competitive global market,” said Rob Flack, Minister of Agriculture, Food and Agribusiness. “My ministry and our government will continue working with leaders across the sector to reinforce the right conditions for long-term growth and dynamism.”

The recipient of the centrepiece Minister’s Award is Farm & Food Care Ontario, who build partnerships to help raise awareness about food and farming in Ontario. They foster meaningful connections through marketing campaigns and resources including The Real Dirt on Farming, while hosting farm tours and events such as Breakfast on the Farm. The organization also provides training to develop strong agricultural ambassadors who educate the public on where their food originates.

“The Board and staff of Farm & Food Care Ontario are delighted to be receiving this award from the province,” said Crispin Colvin, Chair of Farm & Food Care Ontario. “Our work with farmers and food partners helps to reinforce trust and confidence in local farming and food production. This benefits us all. It is so rewarding to see the important work we do supported by our government partners.”

The Excellence in Agriculture Awards aligns with the goals of the Grow Ontario Strategy, including spreading awareness of Ontario grown local food and our agri-food supply chain, and encouraging the consumption of high-quality, locally sourced food.

CFWF presented gold, silver and bronze awards in 12 writing categories as well as awards for Communicator of the Year, Feature of the Year, Story of the Year and Farm Writer of the Year. It also awarded gold, silver and bronze in three photography categories and an award for Photographer of the Year.

ECFWA winners include:

Electronic Media – Video

Jack McPherson Awards

Sponsored by RuralRoots Canada

Gold

Geoff Morrison

The Pigeon Ponzi

Published by CBC Gem

Communication – Long
Henry Heald Award, Sponsored by Glacier Farm Media

Gold
Lilan Schaer, Matt McIntosh and Kelly Daynard
The Real Dirt on Farming
Printed in the National Post

Opinion Writing

Frank Jacob Awards, Sponsored by Chicken Farmers of Canada

Gold
Matt McIntosh
Recognizing our Mixed Environmental Record
Published by Farmtario

Silver
Mary Feldskov, Brendan Byrne, and Victoria Berry
Global hunger, farming, and climate change
Published by Hill-Times

Technical Feature

Peter Lewington Awards, Sponsored by Grain Farmers of Ontario

Silver
Melanie Epp
Living Proof: Use of biostimulants continues to grow, but remains experimental
Published by GrainsWest

Current Affairs Feature

Dick Beamish Awards, Sponsored by Grain Farmers of Ontario

Gold
Melanie Epp
Get on board: Ag groups need wider variety of leaders
Published by GrainsWest

Bronze
Mary Feldskov
Rural Childcare Challenges
Published by Ontario Grain Farmer

Feature of the Year Award, Sponsored by Grain Farmers of Ontario

Melanie Epp

Get on board: Ag groups need wider variety of leaders
Published by GrainsWest

Current Affairs Reporting, Q.H. Martinson Awards, Sponsored by Bayer

Gold
Matt McIntosh
Lake Erie is full of algae again. Southwestern Ontario’s exploding greenhouse sector won’t help
Published by The Narwhal

Story of the Year Award, Sponsored by Canadian Canola Growers Association

Melanie Epp
Get on board: Ag groups need wider variety of leaders
Published by GrainsWest

Farm Writer of the Year Award, Sponsored by AdFarm
Karen Davidson

People Photography, Don Baron Awards, Sponsored by CFWF

Bronze
Sharon Grose
Filling Planter for Another Round
Published by Ontario Farmer

Production Photography, John Philips Awards, Sponsored by CFWF

Silver
Lauren Miller
Bond of Bison: Mother and Calf
Published in The Real Dirt on Farming, 6th Edition

Landscape Photography, Sponsored by CFWF

Gold
Diana Martin
Soybeans
Published in the Soybean Guide

Silver
Sharon Grose
Canadian Winter
Published in Ontario Farmer

Photographer of the Year Award, Sponsored by CFWF

Diana Martin
Soybeans
Published in the Soybean Guide

At the annual conference of the Canadian Farm Writers’ Federation (CFWF) in Halifax on Saturday, Ontario agricultural journalists Robert Irwin of Vankleek Hill and Don Stoneman of Bancroft were presented with CFWF Lifetime Achievement Awards.

The pair’s careers, achievements, and contributions to Canadian agricultural journalism have been intertwined since they met as colleagues working at Farm & Country magazine in the late 1980s. When that publication folded in 1999, a group of its employees quickly regrouped, producing the first edition of Better Farming magazine only four months later, Irwin and Stoneman developed a reputation for leading a team of strong investigative journalists that covered stories across the spectrum, including farm animal welfare, stray voltage and its effects on livestock, the Ontario government’s decision to end the Slots at Racetrack program, the role of women in farming, neonicotinoids, sewage spills and bypasses from urban sources and more. They also covered farmers’ mental health issues years before they were given prominence in mainstream farm discussions. Among the magazine’s best-known pieces was a series on Lyme disease that won both national and international awards.

In 2007, they broke the story that later became known as the ‘Pigeon King’ scheme, with coverage containing more than 50 stories as the issue was first publicized, charges laid and through the court case. In years since, it has been used as the basis for both a play and a feature on CBC’s Farm Crime series. Former colleague Mary Baxter said, “They worked hard to uphold the principles of good, investigative journalism, and they gave their staff the chance to dig deep into really important issues.”

Kelly Daynard, Bernard Tobin, and John Muggeridge, all members of the Eastern Canada Farm Writers’ Association, submitted the nomination, and Baxter and other agricultural journalists and communications professionals from across the country submitted letters of support. Kelly Daynard and CFWF president Allison Finnamore co-presented the award to the recipients.

For starters, the highly accomplished agricultural editor and journalist is celebrating 10 years at long-time farm publication, Ontario Farmer.

“I got into it by accident,” she laughs, thinking back to her foray into agricultural journalism.

While pursuing her graduate degree in rural extension at the University of Guelph, she realized she was missing one final credit.

“I looked through the catalogue and the only one that stuck out to me was a class called ‘Agricultural Communications,’” she says.

ECFWA colleagues

Denard with her family

Worried that she had already missed half of the year-long course, she reached out to the professor, Owen Roberts, and persuaded him to give her a chance.

“I did not excel in economics, or science or math. I didn’t grow up on a farm,” she says. “But I knew that I liked agriculture… and I always loved writing.”

Denard’s talent earned her a coveted spot as a writer in the SPARK program (Students Promoting Awareness of Research Knowledge), where she covered agricultural content for the University of Guelph research magazine.

Pursuing her passion, Denard gained experience with several commodity organizations and took on progressively more freelance assignments until she was offered a full-time position at Ontario Farmer.

“Sometimes interviews are really difficult. They’re really choppy, or you don’t get a lot of content,” she says. “But I love the act of interviewing someone, hearing their story, and then having the ability to craft that into a piece that matters. A piece that maybe somebody will read and feel less alone.”

Fifteen years ago, she moved to her husband’s dairy farm in Owen Sound. This life change marked another key point in her life and, if anything, it brought her even closer to her readers.

The idea for her most memorable assignment to date came to her after watching a dairy cow webinar.

“I thought, why can we talk about cow reproduction so openly and readily in agriculture, and yet we cannot talk about this with women?”

Having grappled with more than one miscarriage, Denard understood the pain and isolation all too well. She shared her own journey in Ontario Farmer during October’s Pregnancy Loss Month.

Two months later, she followed up with a feature article, telling the stories of three farm women and their experiences with infertility.

“There are unique things that farm women deal with when they’re going through infertility and pregnancy loss,” she says. The hospital could be hours away, and hiding unexplained absences from family or friends is almost impossible in a small, tight-knit community.

“I wrote that article with these brave women who so vulnerably opened their stories to me.”

The response was resounding. Denard received an outpouring of emails from women and men alike, realizing they were not alone.

“I think we’re writing more about women in agriculture. But there are some things women go through that are still taboo to talk about, and infertility is one of them.”

For budding agricultural writers, Denard shares a pivotal piece of advice she received from veteran ag writer, Hugh Maynard, early in her career.

“Find the one thing you’re good at, and use it to stand out.”

Writing for a number of different industries at the time, Denard zeroed in on agriculture, then found the beats that resonated – mental health and women.

She’s also been a long-time member of the Eastern Canadian Farm Writers’ Association (ECFWA), giving her the opportunity to connect with like-minded writers across the province, the country and the world.

“I think we all wear a lot of hats in this occupation. One day I call myself a farm writer. One day I call myself a reporter or communicator. But deep down, I really identify as being a storyteller.”

Farm women and men deal with infertility too (PDF)
A story by Courtney Denard, published in Ontario Grain Farmer 380 KB