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Farmers, industry partners, collaborators across the agri-food value chain are aligned on one clear priority: we need a reliable, farmer-friendly way to measure, monitor, report, and verify (MMRV) environmental outcomes on farms. Done right, an MMRV framework can unlock new payments for farmers, drive progress toward sustainability targets, and strengthen Canada’s exemplary, diverse agricultural landscape.
Measurement refers to quantifying whatever you want to measure – for example, how much carbon is stored in soil. The goal of measuring is to establish a baseline value, whereas remeasuring or monitoring determines how that value increases, decreases, or remains consistent over time. The measurement process typically includes both data collection (in the field or remotely) and data analysis (done in a lab and using computer models, depending on what is being measured).
Reporting refers to the structured documentation and communication of those measurements. It involves compiling the data in a standardized format to ensure transparency, traceability, and consistency with established protocols or regulatory frameworks.
Verification is the independent assessment of the accuracy, completeness, and credibility of the reported data. It involves reviewing measurement methods, data sources, and reporting practices to confirm compliance with approved methodologies, standards, or protocols. This is typically conducted by a third-party auditor.
Data collection is the crux of an MMRV framework; delivering insights that farmers can use to improve productivity, resiliency, and profitability. However, its success relies on it not being burdensome to farmers. Streamlined tools, digital platforms, and integration with existing farm management practices is key to ensuring the process is practical and adds value directly back to the farm.
MMRV is a bridge between farmers and the supply chain. By turning data into actionable insights, farmers can track improvements in soil health, input efficiency, biodiversity, water quality, or greenhouse gas reductions — and use that information to make continuous progress. By providing clear, credible and aggregated data on environmental outcomes, food companies and retailers can demonstrate progress toward commitments on emissions reductions. Everyone benefits from a system that links action on the ground with accountability across the supply chain.
For data to be meaningful, it must be trusted. That means standardized methods, transparent processes, and independent verification where appropriate. A clear framework ensures that the information we collect is high-quality, credible, and used in the right way, supporting both on-farm decision-making and broader market or policy goals.
CANZA is working to bring alignment across the sector by developing a standardized MMRV framework tailored to Canadian agriculture. By convening farmers, industry, researchers, and key players in the agri-food system, CANZA is helping to reduce duplication, streamline farmer engagement, and build the foundation for scaled markets and higher-value incentives.
This is not work any single actor can do alone. Farmers, supply chain companies, NGOs, investors, and governments all have roles to play. By engaging with CANZA, stakeholders can help advance an MMRV framework that not only measures outcomes, but also accelerates a more resilient, climate-smart agricultural sector.
