Another day, another . . .

I'd like to dollar, but that somehow seems underpriced.

So what is to be done to get consumer buy in regarding the state of farming in Canada or in North America for that matter? How does one go about drawing attention to rural and agricultural plight when the grocery and convenience stores are stuffed with "cheap" food products from around the globe?

Perhaps it is finding a "universally" recognized individual. Not that I am a huge Toronto Maple Leaf fan - I'm, quite frankly not - but here is a quick news item from The (Toronto) Star under the heading, Go Veggies Go.

It would seem Mats Sundin, who happens to be the Captain of said Leafs, eats healthy and balanced meals. Quote: "I eat everything. Very balanced. You talk to all the specialists about nutrition, it's still the same old rules: you need to get a lot of vegetables, you need to eat your potatoes, you need meat for protein, you need carbohydrates."

Notice, if you will, the first two items. I'm sure you can include fruit in the first sentence - but what you have is your spokesperson, talking to a whole generation of young boys (and girls) who love hockey, love the sport, love the Leafs, and love their captain.

If Don Cherry can promote a product rich in Ginseng (Cold Fx) why not look for a well recognized individual who would spend 30 seconds talking about the benefits of healthy diets, healthy living, and using locally grown, locally produced products. Tie in several organizations, from potatoes to beef which reduces the cost to one or more organizations - which is really called co-operative advertising, meaning working together to ensure all get ahead (what a concept) - and you have a commercial that can play throughout the hockey season.

Better yet, why not paint a Zamboni at every NHL arena in Canada (Montreal, Ottawa, Toronto, Calgary, Edmonton, Vancouver - for those keeping count) with the 5 to 10 a day logo or a message from Freggie or even as simple as Eat fruits and veggies - for the health of it and you have captured a quick audience. Who watches Zambonis anyways? Kids, who can't get enough of them at hockey games. The television audience, when not dashing off for more beer and chips, who watch interviews being conducted alongside the rink for another. That's an average of 500,000 people - for the cost of peanuts. If Pizza, Pizza can do it - shouldn't some of the rest take a look at it.

Don't like hockey - think of the rotating advertisements that circulated throughout the backdrop of the World Series. Each ball team, it seems, as these wandering ads throughout the ball park. And they have individuals who could be representative of healthy eating as well.

We need to start thinking at different venues as opposed to the same old, same old. There are so many new media ways to attract attention, it should be a matter of capturing these with creative concepts.

Even the Internet is a wonderful communication tool - if you know how to use it.

A few years ago, some exceptionally creative people came up with a cartoon that skewed conventional agriculture in favour of organic production. Yes, it was inaccurate, but the number of hits were phenomenal - and clearly, they knew who their audience was: young, progressive, and likely with cash to spare. With the advent of YouTube and other sites like that, posting a truly creative piece of work is just minutes away.

Welcome to the 21st Century. In short, it really is a brave new world - and agriculture needs to link up with it, one way or another. And that means getting those urbanites who are three or four generations away from a farm on-side with agriculture through any means possible.