The Manitoba Rural Adaptation Council held a workshop last week with the ultimate goal of producing a provincial ag awareness and education strategy.


Vice-Chair Linda MacNair says there's an increasing disconnect between agriculture and consumers, and the conference was a first step in shortening that gap.


She feels the industry is trying very hard to educate the urban consumer, but agriculture is complex and can't be explained in the 15 second soundbite many people want.


MacNair would like to think a collaborative approach can be taken, but notes multi-organizational efforts in the past haven't been that successful.


She feels the onus is on individuals and organizations to see the synergies between them, and use those to move the issue forward.