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BEHINDTHELINESWhen we started looking at farmers' markets, the figures showing their economic value to the rural community were intriguing. It seemed hard to believe that the dollar value derived from farmers' markets across the province was equal to or slightly more than the farm gate value of Ontario's pork industry. But that is the conclusion of an economic impact study of farmers' markets conducted three years ago.No multi-million dollar barns. No big processing plants required. Income from farmers' markets is mostly earned by highly entrepreneurial "ma and pa" operations who grow, produce and craft their goods and then take them to consumers in a fashion that hasn't changed much since the time of "market day" in the Middle Ages. Of course, with growing consumer interest in where their food is coming from, it's almost inevitable that there will be some who want to take advantage of this situation. The issue of "resellers" and their effect on farmers' markets, the subject of this month's cover story, is a fascinating one and highly controversial. Another story that intrigued us in this issue was the conflict between petroleum giant Shell Canada and the Canadian Renewable Fuels Association over the presence of its mascot at Canada Day. (see "Corn Cob Bob" in Short Takes). The first part of this conflict got a lot of press in the beginning of July. We weren't able to get Shell Canada's side of it until after we had committed the story to press. Toronto-based public relations representative Denita Davis explains that Shell Canada sees itself as a competitor to ethanol producers. The Canadian Renewable Fuels Association is a trade association that represents the commercial interests of organizations that produce ethanol. "As a part of a national campaign to promote Shell's quality fuels, Shell moved early to acquire the exclusive rights to be represented in the fuel category of sponsorship" at July 1 Canada Day celebrations. "We recognize that this will inevitably disappoint some of our competitors who may be aligned with the Canadian Renewable Fuels Association (CFRA)." Shell is interested in renewable fuels, she told Better Farming. Worldwide, Shell has made a significant investment in Iogen Corp, a Canadian company that makes ethanol from waste rather than from corn. Iogen is a member of the CRFA.
"Shell is interested in the technology of Iogen Corp," says Davis. "We believe that the greenhouse gas benefits from the cellulitic-derived ethanol are potentially more significant and possibly more cost effective" than from corn-based ethanol. So even while our governments are contributing to the construction of millions of dollars worth of ethanol infrastructure in agricultural areas, watch for this up-and-coming technology to have an effect.BF
ROBERT IRWIN & DON STONEMAN
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