It doesn’t sound like a farm show — and it’s not — but primary producers are one of the target audiences for the soon-to-be-launched Agri-Food Innovation Expo.
“The initial event is a conference with a small trade show, with a bit of a focus on those who wish to expand their farm business and get into food production, processing and manufacturing,” said Dave Fiddler, show manager of the June 6-8 event at Westerner Park Exhibition in Red Deer.
“With the price of land in southern and central Alberta, it’s very hard for farmers to expand — there’s not a lot of available land.
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“(But) there are opportunities in the food system to diversify and get into other types of grow systems, like controlled environment greenhouses, microgreens. There are a lot of opportunities on the production side.”
And there’s a receptive market for these types of foods or products, he added.
“Since the pandemic, there’s been a shift in consumer mentality about buying local and right from the farm,” said Fiddler. “There’s opportunity in Alberta and Western Canada, but in Alberta in particular. We ship 50 per cent of our product out to be manufactured and then ship it back to Canada as goods.
“I think the time has come to investigate this and help people find more avenues to create revenue on the farm, create more business streams, and create more employment.”
Previous food conferences in Western Canada haven’t been aimed at primary producers and this event will cater to both interested farmers and companies who already have food products and are eyeing expansion.
“Maybe they want to get out of marketing just locally in Alberta and look to markets in Asia, Europe or the United States,” he said. “We’re going to help expand their horizons in that regard.”
The show will alternate between Red Deer and Lethbridge as both southern and central Alberta have become hubs for food processing and manufacturing, slaughtering and malting.
The show will kick off with an event called The Butcher, The Baker, The Beer and Cheesemaker, which is billed as “an evening of culinary mastery” featuring Alberta products. (Tickets are $125.)
The second day will be more standard conference proceedings with break-out sessions.
“We have a number of different topics that we’re talking about: building a brand, not a product; and how to use technology in your operations whether in production, food processing or manufacturing,” said Fiddler.
Other topics will include funding mechanisms, sustainability, and consumer trends.
The third day will include discussions about supply chains, technology and innovation, and farm-based opportunities. Attendees will also have a chance to present their ideas or business plan to a group of entrepreneurs and experts, and get their feedback on potential next steps. There will be sessions where attendees can meet food retailers, distributors and potential funders or investors.
The lineup is still being finalized, but Fiddler said there will be a host of international, national and local speakers.
“As much as possible, we’re trying to feature Alberta success stories, Albertan people that are already in the market doing things,” he said. “It’s Albertans helping Albertans, that’s a good way of looking at it.”
Attendance will be capped at 250 participants and the cost is $495 (plus fees and taxes) for full registration. (Visit agrifoodexpo.ca for more info.)
The initial response has been favourable, said Fiddler .
“There’s lots of interest. I’ve talked to some young producers who say this is exactly what they need,” he said. “The Alberta Food Processors Association is on board. Lots of other companies have expressed interest in being engaged.
“There are a lot of food companies that are starting to develop in Alberta more and more, all the time. We hope to help them advance and grow to their full potential.”
