In this podcast episode, our special guest, Pierre Petelle, the President and CEO of CropLife Canada, discusses the organization's role and impact in the agricultural industry. CropLife represents companies that produce vital seed technologies and crop protection products in agriculture and public health. Pierre emphasized the evolution of these products, highlighting gene editing as a significant advancement that allows for more precise and affordable crop modifications. He also pointed out the organization's efforts to make science relatable to the public, stressing the importance of these technologies in preventing food waste, improving food affordability, and contributing to carbon sequestration. To help the public understand farming challenges and innovations, CropLife created "Real Farm Lives," a series that showcases Canadian farming families and their commitment to the land. Pierre encouraged an open-minded approach to agricultural technology, advocating for its role as a solution to many pressing environmental and economic issues.In the news, we talk about how Canada's Food Price Report for 2024 "landed," delving into the ethics and economics within the food industry and debating the implications of regulatory measures and the grocery code of conduct.   The conversation then shifts to food safety and recalls, touching on the Salmonella outbreak linked to cantaloupes and the complexities of mitigating risks within the food supply chain. They discuss how regulation and consumer behaviour intersect, with Sylvain advocating for better risk communication and Michael highlighting the need for innovative solutions like vertical farming.Additionally, we explore McDonald's new strategy with their new CosMc's concept, aimed at capturing a younger demographic and filling a gap in the mid-afternoon snack segment. Lastly, we touch upon a unique legal case where a woman was given the option to work in fast food as a sentence for assault, reflecting on the creative approach to justice.Overall, the podcast covers the intricate balance between industry practices, consumer expectations, and regulatory frameworks, emphasizing the need for transparency and ethical conduct in addressing the food industry's challenges.Graveyard image Photo by Matthias Müllner on UnsplashAbout PierreInnovation in agriculture is helping Canadian farmers become more productive and sustainable than ever before. As president and CEO of CropLife Canada, my mission is to support our members and advocate for political and regulatory frameworks that continue to enable cutting edge agricultural technologies to come to market in Canada.I am responsible for the strategic direction and leadership of our organization. As an industry we are often faced with misinformation about agricultural technologies like pesticides and plant breeding innovations such as GMOs. I strongly believe in our role, working in partnership with the broader agricultural industry, in telling the positive story of modern agriculture. I am also a firm believer in the power of collaboration when it comes to advancing the common interests of the agriculture industry, which is why we work closely with our partners in the GrowCanada partnership. I’m energised about the future of Canadian agriculture because over the last few decades we’ve experienced dramatic change, fueled in large part by technological advancements. While farmers are facing some enormous challenges in their efforts to grow food for the world, I’m optimistic that the ingenuity of farmers and the innovation in the plant science industry will make for a bright future for agriculture and food production.About UsDr. Sylvain Charlebois is a Professor in food distribution and policy in the Faculties of Management and Agriculture at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University. Before joining Dalhousie, he was affiliated with the University of Guelph’s A