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Beyond The Market Final Cut #2 — Transcript

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0:00Some growers have been forced to sell
0:01their land, others are ripping out
0:03decade old
0:04>> After 88 years in operation, BC Tree
0:07Fruits has collapsed delivering a
0:08devastating blow to growers across the
0:10Okanagan.
0:11>> Effective immediately, we're shuttering
0:12our operations. It was like shocking.
0:15>> I did not anticipate it.
0:17>> Furious farmers are taking their fight
0:19to the streets demanding answers that
0:21left hundreds of BC growers scrambling
0:23to find a way to [music] save their
0:24harvest.
0:25>> We're in the middle of our harvest
0:26season and we've got nowhere to take our
0:28fruit currently to.
0:30>> They need to find a home and they need
0:31to find bins.
0:32>> A lot of our fruit just [music] fell to
0:34the ground.
0:35>> How am I going to keep feeding my
0:36family?
0:36>> Can the next generation afford to farm
0:39or is their dream their parents
0:40sacrificed everything to build slowly
0:42slipping away? With family farms at risk
0:44and an entire industry facing
0:45uncertainty, one question remains.
0:48What happens now?
0:51>> [music]
0:57>> My name is Jennifer Deol. I'm the farmer
1:00of Derin Backa Gin Farms [music] in
1:01Kelowna, British Columbia.
1:03>> My name's Nancy Mann. My farm is located
1:05in Kelowna, [music] BC. My farm's called
1:08East Kelowna Fruit Market and our
1:09company's called Suncrest Hill Orchards.
1:12>> So, my family, like a lot of immigrant
1:14families, came in the 1970s, '80s.
1:19>> a program where farm workers could come
1:21over. There's always been a shortage of
1:23people and like skilled workers to farm
1:26in the Okanagan Valley and across the
1:29Okanagan and
1:30>> Canada. So, they started in the '70s.
1:32>> So, my parents started with wine grapes.
1:34A lot of the big wineries we know and
1:36love in Oliver, my parents were sort of
1:38the farm hands behind a lot of those
1:40wineries.
1:41>> And then by the '90s, they had saved up
1:43enough money to buy their own family
1:44farm and my ancestry has been farming
1:47for like thousands of years. It's just
1:49in our blood and
1:51what we know. My dad came on his own. He
1:54left my sister who was like under one at
1:56the time and my mom behind to come and
1:59fill these jobs. So, it was very
2:01challenging. My my mother-in-law and
2:03father-in-law also talk about how they
2:06were the first to come from their family
2:08and they were by themselves.
2:10So, they had no community. They knew
2:12very little people. They didn't speak
2:14the language and it was just a huge
2:17adjustment.
2:18>> My parents came to Canada with pretty
2:20much nothing and they had to build
2:22themselves to the point that they're at
2:24now. My parents worked for a soda farms
2:27down in Oliver. They worked for a
2:29vineyard as well, but a lot of odd farm
2:31jobs. So, they'd be working 16 to
2:3318-hour days. As a teenager, you don't
2:36really think about farming and you don't
2:38think about you taking over a farm or
2:40continuing that legacy. So, I was quite
2:43happy at that time with them encouraging
2:46me to do something else.
2:49>> So, they felt this need to give their
2:51future generations a better life. We
2:53have to do this for survival.
2:55>> It's what we know and it's what we can
2:56get a job in.
2:57>> Their mindset was very much become a
2:59doctor or a lawyer or engineer or
3:01anything where you have a nice office
3:03and you're comfortable, you're not hot,
3:05your skin isn't melting from the direct
3:07heat. So, they didn't want us to farm at
3:10all.
3:11>> My parents wanted
3:13me to get an education and go find a
3:16real job.
3:17>> [laughter]
3:17>> It was my dream to also move away from
3:20the farm. My parents always instilled
3:21education, so that was important to me.
3:24I went to university for environmental
3:26sciences, so I have a background in
3:28biology, botany, and environmental
3:30sustainability. And then I also have a
3:32master's in information science. When me
3:36and farmer Goody made the decision to
3:38want to go back to farming, for both of
3:40us the city and the 9-5 started to feel
3:43very redundant. There was just something
3:46missing for us. Like we'd come home and
3:48we'd be like, there's just something
3:49that's not clicking. Goody had this
3:51crazy idea like, "Hey, what if we
3:53started [music] farming?" So, in 2017,
3:55we made it a reality.
4:04>> Yeah, and [music] I just wanted to help
4:06my parents out and saw that they were
4:08aging and my parent my brothers didn't
4:10show interest, so that was why I'm here
4:12now.
4:13>> [laughter]
4:14>> My mom had stage four breast cancer 17
4:18years ago, so her body isn't as strong
4:20as it used to be to be able to farm
4:23anymore. So, that's another reason for
4:25me stepping in was [music] because my
4:27mom wasn't able to. And then when my mom
4:29had cancer, my [music] dad had actually
4:32leased out the farms for 2 years and he
4:35took care of my [music] mom throughout
4:37her whole 18 months of chemotherapy.
4:41>> I wanted my parents' hard work not to be
4:44sold off
4:44>> [music]
4:44>> and I thought I would step in and um
4:50you know, slowly transition my parents
4:53to retirement and they can enjoy their
4:56lives
4:57and you know,
4:59and then, you know, I I get to put in
5:01those long hours now.
5:03>> [laughter]
5:05>> Like, my grandpa was such an inspiration
5:07for farming. Like, it was like it was
5:09his hard work that brought us to Canada.
5:11Like, my grandpa always tells the story,
5:13he came with his two shoes, his small
5:16suitcase, and 30
5:18Canadian dollars, which is a lot in
5:21for that time, but he was like, "I came
5:23with very little
5:25to [music] make a better life for my
5:27family and for future generations in our
5:29family."
5:30>> I always wanted to make him proud. So, a
5:31lot of the decisions I ever made was
5:33just like, "What would grandpa think?" I
5:34was really driven by showing him that
5:36let me build this amazing dream and show
5:39him that you can be happy and make money
5:41in farming. It doesn't have to be the
5:42way it was for for your generation.
5:45>> This is my favorite thing to pick cuz
5:46you don't have to be bent over like in
5:48vegetables. This is like you just go in
5:50here and you get your scissors and you
5:51just clip clip clip.
5:53>> [laughter]
5:53>> The way that our farm is set up, we farm
5:56used to farm 40 acres. 60% of that went
6:00to BC Tree Fruits.
6:11We would give BC Tree Fruits about 70%
6:15of our crop. 40% of our sales [music]
6:17were through the farmers' market and
6:20through our fruit stand just to help us
6:22weather the seasons where [music] we
6:24didn't have that bulk. In 2023, we had
6:27shipped our cherries to BC Tree Fruits.
6:30We received an average of 54 cents a
6:33pound for our fruit
6:34>> [music]
6:35>> and it costs a farmer anywhere between
6:39$1.10 up to $1.30 to grow your fruit. My
6:43dad knew if I'm picking these apples and
6:45they're to this quality, I'm 90 cents a
6:47pound on Gala. You know how much I got
6:50paid for Gala in 2018, 2019, 2020 was
6:54like 30 cents a pound.
7:01>> [music]
7:03>> When we bought our first farm 2017,
7:06[music]
7:07the cost of farmland has only
7:09skyrocketed. The cost of fertilizer, of
7:11labor, everything has exponentially
7:14increased. Yet, somehow apples are
7:17bringing in a lower return. It just
7:19[music] hasn't made sense for a lot of
7:21time. So, I can't blame a farmer when
7:22they say I'm getting out of this
7:24industry. Farmers have been going in the
7:26hole year over year. So, that's why I
7:29was relieved because 54 cents, how am I
7:32going to keep my orchard running,
7:33feeding my family? [music] I'm not going
7:35to be able to do that. I have to go get
7:37a loan every year.
7:42>> How does packing house structure work?
7:47>> [sighs]
7:47>> That's a really good question. My
7:49understanding was that we provide
7:52quality fruit. We get a pack out report
7:55and on that pack out report it will say
7:58what grade our cherry was, if it was
8:01premium quality, if it was class one, if
8:03it was export or if they sold it
8:05domestic. If you're growing better
8:07quality cherry, you get better returns
8:10for that. That was my understanding and
8:12when I looked at my pack out reports,
8:14they looked good to me. That my average
8:16call rate was between 12% which is very
8:20good. And
8:24I didn't see the return.
8:28And uh
8:29I don't know what happens behind the
8:31scenes. [music]
8:32That is what I'm learning and that's
8:34what I've been trying to learn the last
8:35few years is how this industry works and
8:38why farmers aren't able to know [music]
8:41or get to know how they're farming.
9:00>> This time of year these baskets should
9:02be overflowing with fresh Okanagan
9:04fruit. Each one bearing the iconic BC
9:07Tree [music] Fruits logo.
9:08>> We all woke up one morning um and cuz we
9:12got the email pretty early in the
9:13morning. I don't know if I'm reading it
9:14correctly, but it seems like they're
9:16shutting down and I remember thinking
9:17there's no way they would do that in the
9:19like middle of the season.
9:21>> Dear BC Tree Fruits grower, it is with
9:23profound sadness that we must inform you
9:25that BC Tree Fruits Corporation will no
9:28longer be receiving [music] fruit
9:30beginning today.
9:32>> And I was like oh
9:35well, what? I I called my dad and my dad
9:37was just like, "Huh?" And then we saw a
9:40news article, and then we're like, "What
9:42is happening?"
9:43>> The sudden shutdown left hundreds of BC
9:45growers scrambling to find new packing
9:47facilities, new buyers, and a way to
9:49save their harvest. For many, the clock
9:51is ticking. But as the protest grow
9:53louder, the reality facing farmers is
9:55becoming harder to ignore.
9:57>> It happened just so fast. It Like there
9:59was no I don't think we had a say at
10:01that moment. It was It was just done.
10:03[music]
10:04>> It was like
10:05shocking. We didn't totally believe it.
10:08We're panicking cuz we've just sunk
10:10$40,000 worth of cost into boxes. We
10:13were told, "These are the first few
10:15contracts you're going to have to
10:16[music] fill." Until we got that letter.
10:18And Gurry and I cried about it at the
10:20time, but that was actually one of our
10:21best yields we had gotten.
10:25>> Farmers lost their [music] their
10:26livelihood. We had to change. We had to
10:29do something.
10:30>> So then you start making phone calls.
10:32>> Who can we sell these to? We couldn't
10:34[music] use a BC Tree Fruit packaging,
10:36so we had to pick in our own totes, and
10:38anyone [music] that was willing to take
10:39them. And there were rows rows of grapes
10:42that we just had to let fall to the
10:44ground because we didn't have anyone
10:45lined up to buy [music] them. So
10:47>> Then the horror stories come in, where
10:49like your neighbor was taking [music]
10:51cherries to the packing house, and all
10:53the the doors were boarded off with
10:55staff saying, "We don't know what's
10:56going on, [music] but we can't take
10:57cherry today."
10:58>> I met farmers that couldn't afford to
11:02buy production insurance, and then
11:04losing their crop, and then having to go
11:07get jobs to be able to pay for their
11:09mortgages.
11:14It was sad. It was really really sad to
11:16meet all these people that have worked
11:18their whole lives to build a better life
11:22for themselves, a better life for their
11:23families. They came to this country with
11:25hopes and dreams.
11:27>> If you've ever seen a cherry before it
11:28needs to get into proper facilities,
11:30otherwise it just degrades. Like as soon
11:32as you pick up fruit off a tree, it's
11:34already losing its like shelf life.
11:38>> You can't just take a grower's money or
11:41you can't take all these loans on the
11:44base that the growers are going to have
11:45fruit and then put the growers in a
11:47predicament.
11:48>> Uh that was one big thing we lost was
11:50access to the cold storage.
11:53>> [music]
11:53>> So that season if we just had a little
11:55bit of extra storage where we could
11:56store the grapes and apples [music]
11:58while we looked for a buyer, that would
12:00have saved us so much, but we didn't
12:01have that.
12:04>> It was over 90 years old and it was
12:08built by farmers for farmers.
12:10>> [music]
12:10>> And to see that it had become a type of
12:13corporation and [music] run by uh people
12:17that
12:19do not farm.
12:20>> You have the typical things a business
12:21has, which is like a CEO or an executive
12:24director, [music] and employees, but
12:26what sets a cooperative apart is that we
12:29as a farmer are voting members. We
12:31[music] are stakeholders. So we have
12:33power in making decisions. The board of
12:36directors who represent the membership,
12:38some of the board have even said that it
12:40wasn't fully transparent, that that
12:42decision was made was so inhumane, it
12:45was so like corporate. That's not what
12:47the spirit of a cooperation should be at
12:49all.
12:53>> I believe that they did not have a
12:55strong business model and they may have
12:57overreached and did not understand that
13:00climate change is a very very real
13:03thing.
13:03>> There's so much economic uncertainty,
13:06stress, and then you have a situation
13:08where [music] 2024 really low fruit
13:10returns.
13:11>> In January when we had those
13:15>> [music]
13:16>> temperatures, it caused the trees to be
13:19confused. They weren't fully asleep and
13:23farmers lost their livelihood.
13:25And with that they weren't able to
13:27manage it.
13:28>> Could the cooperative have still been
13:29saved? Of course, but I think they just
13:31took a conservative decision with their
13:32creditor. Their bank was just like,
13:34"Your numbers don't look good. So, this
13:36is the best decision." And at the time,
13:38the board agreed, even though majority
13:41of the membership was surprised and
13:43unaware that that conversation was even
13:45happening. That strain just [music] led
13:47to a collapse.
13:55That was the year I really thought we
13:58were going to quit. That was a very hard
14:00year. A lot of bad things happened that
14:02year.
14:06Like I lost my grandpa. He was my
14:08primary person, and he taught me
14:10everything I know about farming like and
14:11so losing him, it just wasn't It was
14:14very sudden and hard.
14:17My dad wanted to rip out the trees.
14:20He didn't want to farm anymore.
14:24And um
14:27to see
14:30him worn out
14:34is what I keep going. It's just
14:38just to make sure that, you know, dad's
14:41hard work doesn't get sold off.
14:43Sorry.
14:47>> It's really unmotivating to farm in a
14:48season where you have personal losses,
14:50but you also know no matter how hard you
14:52work, you're going to be coming out at
14:53the end of the year negative. It felt
14:55like all of these pillars that were
14:57keeping us up were collapsing, and
14:59[music] how are we going to survive it?
15:01And if we survive it, do we keep doing
15:03this? It's taking away more than it's
15:06giving us.
15:09>> I know that every kid thinks that their
15:11dad's the best dad in the world.
15:14My dad's the best dad in the world.
15:17He's the kindest person I've ever met.
15:19He is an honest person.
15:21>> [music]
15:22>> And his honesty and his integrity is
15:24what I'm trying to
15:26keep going.
15:27>> We still feel like we failed. We wish
15:30there was another way that we could have
15:32kept doing it. It was either we get
15:34pruned from the agriculture sector or we
15:36prune a dream. Like we clip off a branch
15:40and we keep growing or we get completely
15:43clipped out and stop farming. I'm not
15:46going out without a fight. I'm going to
15:48keep growing the food I can grow that I
15:51can sell myself [music] until it's no
15:53longer is sustainable. The dream was
15:55always to come in,
15:57grow things we really love and preserve
15:59the land. And when that wasn't
16:01sustainable, it kind of felt like the
16:03death of a dream. But from those ashes
16:06rose something really like very
16:09serendipitous.
16:09>> We were forced into it and now we fully
16:11embraced it.
16:13>> As a parent, you just don't stop. My
16:15girls work with me all summer long and
16:18they get to see what hard work looks
16:21like. They've learned this is how mom
16:24supports us and this is how mom supports
16:27our grandparents. They understand that.
16:29They have a lot of respect for farming.
16:31They have a lot of respect for this
16:34industry. They get to see firsthand.
16:36They get to experience it and it makes
16:38my dad proud and he supports me and he
16:40is there for me and anything that I do,
16:43he is like my number one fan.
17:00It was always in the back of my mind
17:03that something needed to be changed.
17:04It's like, okay, how am I going to do
17:07this? Now, I was approached by this
17:10marketing team. I didn't apply for the
17:12job. It was like, this is it, Nancy.
17:14This is your opportunity. This is where
17:17you are going to now align your values
17:19with this company's values, and we are
17:22going to slowly build a brand here in
17:25Canada. All the dreams that I had, all
17:28the work that I put in, all the late
17:32night, it just
17:34all came together [music] in that
17:37moment. My title is business development
17:39manager,
17:41working with a marketing team. I'm going
17:43to be able to work directly with growers
17:45that want to also be thriving and not
17:49just be surviving. They need to be able
17:51to trust me, and I want to be able to be
17:53their person to go to.
17:57So, I'll be covering most of Western
17:59Canada and building that relationship on
18:02this side of um the coast. Yeah.
18:05Packing houses don't work for everyone.
18:08It did not work for my family. So, with
18:10working with a marketing company, we are
18:13eliminating the packing house. Their
18:16communication is going to be directly
18:18with myself or my team, and designing a
18:22program, something where the farmers
18:25will know in real-time what is happening
18:27with their fruit. So, there's a lot of
18:29little things that are happening behind
18:31the scenes that slowly I'll be able to
18:33roll out for these farmers as well as
18:36for myself. The only way we grow and
18:39learn is if we change.
18:45>> For me and Good Earth from a values
18:46perspective, even though it might not
18:48make the most money, growing a diversity
18:51of food at a smaller scale where we move
18:53it up ourselves, just feels like it
18:55naturally fits who we are, which is like
18:58keeping the dollar local and reinvesting
19:01in my own economy in like my own
19:03community.
19:06>> If the trend continues, which is more of
19:09the [music] style of large-scale cherry
19:12or wine grapes. That isn't what sparked
19:14our joy with farming in the first place.
19:16If we had to move that direction, like a
19:18lot of people are having to, I think we
19:20would just give up on the dream cuz it
19:22would be so far removed from who we are.
19:24Like, we got into this to grow for our
19:26community. It was to preserve old
19:29varietals of fruit. It was to grow a
19:31diversity of food that feeds the people
19:34that lift me up and that I lift up. Um
19:36and that's my community. So, we are in
19:39communication and talks with different
19:40[music] wineries and chefs to do more
19:43like farm-to-table dinners, to do more
19:45agritourism like tours of the farm. So,
19:48our name There and Back Again is really
19:50inspired [music]
19:51by the Shire, the Hobbit, about building
19:54good cheer, good food, good community.
19:56We're working with an amazing local
19:59design team and architect. Our hope is
20:01that we can have shovels in the ground
20:03>> [music]
20:03>> and have something built in the next
20:05year. A place for community to gather,
20:07to come together, host more events,
20:10>> [music]
20:10>> and open up our farm to people being
20:13able to come in and pick their own
20:14fruit.
20:15>> So, I bring in a lot of stuff from other
20:16farmers and makers and bakers. People
20:18who I know, whose quality I can back. I
20:21know exactly how it's grown and who they
20:22are as a person. So, you're supporting
20:24me or 20 other small businesses. And my
20:27local community really appreciates that.
20:29So,
20:30>> when I recently had my 7-month-old
20:33daughter, we had gifts to showing up
20:35from all these people that they're not
20:37just customers, they're our family. They
20:38care about us, they're invested [music]
20:39in us. I remember when we had grapes
20:42falling off the ground in 2024, people
20:45were coming in and being like, "Let me
20:46just you pick. I'll you pick 50 lbs
20:48more, 60 lbs more. I don't know what I'm
20:50going to do with it yet, but I'm going
20:51to do it and I'm going to pay you."
20:52Like, [music]
20:53these people have become like family to
20:55us. And there really is nothing more
20:57beautiful than growing for your neighbor
20:59or your friend.
21:02We're just in this stage of our business
21:04where we're trying to find our footing
21:06and we're trying to find what makes us
21:07happy, what puts food on the table.
21:10Um we're still in that transition phase
21:12of okay, if it's not going to be [music]
21:14through BC Tree Fruits, what's What does
21:17the future look like for us?
21:21>> Do we think farming will continue the
21:24way it is right now in 10 years? I hope
21:27not. I hope by then I've made an impact
21:31in that the smaller farms survive. There
21:35is enough change that they don't have to
21:38pull their trees out, that they don't
21:40have to sell their farms. The goal is to
21:43keep the corporations out and [music]
21:45keep the small family farms running. If
21:47we can take this across the finish line,
21:50if we could all work together to be
21:53better growers, be better packers, be
21:57better as a consumer, I have hope
22:00because I've met farmers like myself
22:02that want change. And I am an example of
22:05it. They can take that example and see
22:08what I did, what I could have done
22:11better, where they want to align
22:14themselves, what their values are,
22:16right? And then they can choose that
22:18path. So yes, we are There is There's
22:21There's room to change.
22:25Have I wondered
22:29about leaving this industry, farming?
22:32Yes, I have many times. Many, many
22:34times.
22:36Um
22:37Will I leave it? No,
22:39I won't. I'm not a quitter.
22:43I'm very stubborn.
22:45There's those moments where you give up,
22:47especially after 2024, especially after
22:50last year, especially after a heat dome,
22:53a cold snap, oversaturated market. Like
22:55there's so much stuff that happens. You
22:58need to have passion. And if you don't
23:00have passion, don't get into farming.
23:03>> You do it because you're passionate and
23:04you care and [music] you love growing
23:06this thing for your family and you want
23:07to share the extra with other people.
23:09Often times farmers, any farmer in any
23:12field that they farm, often are more
23:14negative than positive revenue, but what
23:17keeps you going is the good. The beauty
23:19of being able to grow something and sell
23:21it yourself. Like you grew this and
23:23someone else is eating it now. That in
23:26itself is hope.
23:31We love growing up on our farm. Like any
23:34childhood memory we have is so
23:36intrinsically [music] tied to the
23:38seasons on the farm.
23:40>> I do want my kids to be able to come
23:43back to the farm, to be able to show the
23:45farm off, to be able to grow and and go
23:48with the changes, but I also want my
23:50kids to experience life. I want my
23:53children to be able to go and explore
23:56and learn and grow and then come back
23:59and then make that choice on their own.
24:01>> And I hope that you're proud of your
24:02parents. In a family dynamic in a
24:04community that's trying to erase
24:06farmers, [music]
24:06my own parents were ashamed and didn't
24:09want to us to continue farming
24:11>> [music]
24:11>> to the systems that are erasing and
24:13pruning us from the agriculture sector.
24:15>> And if they choose to go into farming,
24:18they will have my support like my
24:19parents supported me.
24:21>> I just hope that you feel like
24:23you know, we did it. Even if it isn't
24:25how we dreamed about it, we fought for
24:28it till the very end to do something
24:31that we love and I'd love for [music] my
24:33kids to continue to build on that.
24:37>> The future looks endless now for me. So
24:40excited. I am so excited that I'm going
24:43to bring change and I'm going to
24:46probably fall a hundred times. And you
24:48know what? That's what we have to do.
24:51Fall and then get right back up. And if
24:53you want to fall for a bit longer, okay,
24:55do that.
24:59>> What's next for us?
25:01Uh, we are slowly sowing the seeds of
25:03our our new dream, which is to
25:06take it back to our roots and farm
25:09within our community. We're sowing the
25:11seeds for that right now and
25:13hoping that it grows [music] into
25:14something like beautiful and sustainable
25:17and that it's something that the
25:18community wants to support.
25:21>> We love what we do.
25:23We love farming. I wouldn't be doing
25:26this if I didn't love it. I'm doing this
25:28for my community.
25:30I'm doing [music] it
25:31for you.
25:33>> To anyone that's watching that wants to
25:37support a farmer, the best way to do it
25:40is just shopping directly with that
25:42farmer, finding where they are in the
25:45closest area to you. [music]
25:46>> I'm doing it for my customers that come
25:48and see me at the farmers market. They
25:50know how much love I have for what I do
25:54and all farmers have love for what they
25:56do.
25:57>> That one sale directly to a farmer means
26:00everything. You know, that [music]
26:01farmer woke up that 5:00 a.m. often
26:04harvesting crop in the morning, loading
26:06it up on a vehicle, getting to [music]
26:08the market. You buying directly from
26:10them means the world. Our local farmers
26:12are struggling and if it's giving my
26:15money to a grocery store or driving a
26:17little bit further to find someone that
26:20either grows [music] it themselves or
26:21supports a farmer, I'd rather move my
26:24money that way.
26:25>> I'm very grateful [music] for the
26:27community for supporting us and thank
26:30you for buying our produce from the
26:32grocery store. Thank you for supporting
26:34us at the farmers market. [music] Thank
26:35you for showing up at our gates and
26:37asking us if we're selling fruit. Thank
26:39you for um everything that you guys do
26:42for us so we can continue doing this for
26:44you. Thank you. Yeah.
26:51>> [music]
27:01>> Mhm.

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