Introduction to Measure What Matters

Measuring what matters

Measuring Sustainable Agriculture

Leading food companies have made sustainability a top priority, and view their farm level agricultural supply chains as the biggest opportunity for improvement. More than 30 interviews were conducted with leaders in the food industry to find out how measurements of sustainability are changing. What does the future hold?

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Measure What Matters
Commissioned by Pulse Canada and written by UK consultant Chris Anstey (formerly of Tesco), Measure What Matters examines what is happening around the world with the measurement of farming's impact on sustainability. Based on a series of 30+ interviews with international food industry experts , Measure What Matters will take the reader through this complex story and explain how it fits into the broader context of sustainable development, including a spirited debate on communication to consumers. The story is not always simple, but you will find it explained in simple terms. You will read the views of experts, often outspoken, sometimes surprising and always valuable.

Measuring Sustainable Agriculture
What do food industry leaders think about sustainable agriculture? Should farmers and producers be concerned about their approach? Measuring Sustainable Agriculture looks at the findings of Measure What Matters and pinpoints what these conclusions mean for Canadian annual crops. It provides a snapshot of the food industry's rapidly evolving focus on environmental issues, and compares the food industry's sustainability priorities with agricultural stewardship practices that have been adopted (and continue to grow) in Canada. Measuring Sustainable Agriculture was written to provide a clearer understanding of who's out there, what they are thinking, what they are measuring, and what all of this means for the Canadian agricultural industry.

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