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Farmers have been quietly leading the way—putting in the work, making responsible choices, and adopting better practices, often without fanfare. They’ve done the right thing, not for attention, but because it’s the right thing to do.
Still, recognition matters. It helps sustain these efforts, especially when they require upfront investment and long-term commitment. That’s why it’s worth noting: a new marketplace is emerging—one that values and rewards doing the right thing.
Today, an increasing number of corporations across the food value chain are reporting on their carbon footprint. It’s becoming a decision point for investors concerned with managing climate risk and opportunity in their portfolios. Even banks are beginning to weigh sustainability outcomes in lending decisions. And it’s not just about companies’ direct footprints. In the agri-food sector, corporations are turning upstream—to farms—for measurable, credible outcomes that strengthen supply chains and de-risk portfolios.
“Maple Leaf made a commitment in 2019 to be the most sustainable protein company on earth. We realized we can’t accomplish that goal alone—we need the collaboration of the entire value chain.” – Michael McCain, Executive Chairman, Maple Leaf Foods
That’s exactly why the Million Acre Challenge was created—with farmers, for farmers. While some farmers are already measuring outcomes to guide their next moves, many are not—and when they do, it’s often focused on their own farm’s benefit. But decisions reach beyond the farm gate. Cover cropping, for example, benefits soil health. It also has broader climate benefits. And yet, those benefits haven’t traditionally been recognized.
The Challenge gives farmers cost-share support, agronomic expertise, and access to incentive programs—de-risking new practices and ensuring recognition. Most importantly, their efforts will be measured, recognized, and valued across the value chain. It’s not about another hoop to jump through. It’s about getting credit for the work that makes Canadian agriculture resilient, feeling part of the bigger whole—and positioning themselves where new opportunities to capitalize their farms are heading.
As Nick Betts, CANZA’s Executive Director, says: “It’s time to recognize and reward farmers for the value they create—for people, climate, and nature—through regenerative farming practices.”
What does that mean for farmers?
When brothers Fred and Gerald Van Osch inherited the family farm, their focus was on amassing land and growing the business. They knew that if their children were to join them one day, the farm needed to be big enough to support multiple livelihoods. When the next generation came on board, they began experimenting with practices that improved both soil health and productivity—strategic tilling, cover crops, and a planned rotation of corn, soybeans, wheat, and edible beans. Cattle have always been raised on the farm with care and respect, guided by a strong sense of responsibility, and because in their view, it’s the right thing to do. That same ethic carries forward today, as the family continues raising cattle, growing crops, working with outside consultants, and operating solar panels that power more than 80 homes. They do it to ensure their farm benefits future generations.
“Environmental considerations can take more time and aren’t always the cheapest option. But in the long run proper land and livestock stewardship practices contribute to a more productive and profitable farming business,” shares Brendon. “If the soil is productive, that certainly contributes to a more efficient cattle feeding operation. And if your cattle are properly housed and fed, that optimizes overall beef production. We apply the best practices we can to our cropping operation as well as to animal welfare.”
Now, through the Million Acre Challenge, their efforts will be recognized and rewarded—external validation for years of hard work. As Fred Van Osch said, “We’re excited for two reasons. First, the Million Acre Challenge acknowledges mostly what we’re already doing. Plus, it opens up more things that we haven’t seen.”
The opportunity is here: healthier soils, stronger yields, lower risk, and recognition for farmers’ leadership.
Join the Million Acre Challenge today