Staying on top of emerging issues: perspectives from the value chain

By Lilian Schaer for Livestock Research Innovation Corporation

Staying on top of emerging trends is essential for ensuring the long-term success and competitiveness of Ontario’s livestock sector. 

That’s where LRIC’s Emerging Trends and Opportunities Committee (ETOC) comes in. Bringing together forward-thinking leaders from across the value chain — from farms and research labs to processors and retailers — ETOC uses the collective expertise and real-world experience of its members to identify and explore the “big picture” issues shaping animal agriculture. 

By keeping an eye on what’s ahead, the committee helps the sector anticipate change, embrace innovation, and stay ahead of the curve in an increasingly complex and fast-moving world.

The committee’s members represent the breadth of the livestock value chain. Chair Ian Ross (Grand Valley Fortifiers) is joined by Rene Van Acker (University of Guelph), consultant Jim White, LRIC staff Kelly Somerville and Jean Howden, consultant Paul Uys (retail), consultant Ted Bilyea (processing), Stacie Sopinka (Sobeys Inc.), Dave Vandenberg (University of Guelph), Arnold Drung (Conestoga Meats), Stuart McGregor (Alltech), consultant Al Mussell (economics), and Mike Von Massow (University of Guelph). 

In this article, we speak with Stacie Sopinka, Vice President Own Brands at Sobeys, and Stuart McGregor, Vice President of Commercial Business with Alltech Canada, on what they see as the biggest disruptors facing the livestock value chain and how research can help address them. 

Sopinka’s team manages Sobey’s national Own Brands program, overseeing new product development including packaging, compliance, and go-to-market strategy. McGregor oversees Alltech’s Canadian business, including sales and marketing, and providing key account support

Q: How long have you been involved with LRIC, and what drew you to the ETOC?
Sopinka: I’ve been part of ETOC since it began about two years ago. Early in my career, I had the pleasure of working in conjunction with Grand Valley Fortifiers, which exposed me to the value of creating dialogue across the supply chain. Visiting farms that produced for retailers really showed me the importance of agriculture and livestock, and the families and businesses they support. I also find ETOC eye-opening and educational because I learn so much from peers across the chain.

McGregor: Alltech has been a partner member of LRIC from early on, and I’ve been part of ETOC since its inception a couple of years ago. What first drew me in was a conversation with Ian Ross about the committee’s focus — everyone in the livestock sector is looking for new opportunities to strengthen Canada’s brand through sustainability, animal health, and productivity. Being part of a group where we can regularly sit around the table, share ideas, and discuss what’s coming next for Ontario and Canadian agriculture is an incredible opportunity.

Q: What do you see as the biggest disruptors facing the livestock value chain?
Sopinka: Consumer behaviour is changing rapidly. People are very value-oriented and making shifts in how much or which proteins they buy. Demographics are also shifting—diverse populations mean demand for culturally-specific products like Halal, for example, which changes the assortment we need. Finally, geopolitical issues ripple through global supply chains and add layers of complexity.

McGregor: One of the biggest challenges is maintaining competitiveness — both within Canada and in export markets. Issues like tariffs, shifting political landscapes, and upcoming policies such as Voluntary Country of Origin Labelling in the U.S. all have ripple effects that influence how competitive we can be. Ongoing disease pressures are another major disruptor, creating both challenges and opportunities for innovation. 

Q: From the retail perspective, what’s most pressing?
Sopinka: The ability to source Canadian-made products when customers want them. Consumers increasingly ask for Canadian, but supply can be limited. Value is also key—not just lowest cost, but the value as customers perceive it.

Q: From the animal nutrition perspective, what is the biggest priority?
McGregor: At the end of the day, our goal is to ensure that our customers and producers see a strong return on investment for what they put into nutrition, genetics, and management. We need to make sure Canada remains sustainable and self-reliant while continuing to access diverse markets so that our products — from ingredients to meat, milk, and eggs — remain affordable and appealing to consumers. 

Q: How can LRIC and research help – and what research gaps do you see?
Sopinka: One of the biggest benefits of LRIC has been democratizing research—making it more accessible and usable across the value chain. It’s also created a network so you know who to call when you have questions. That helps break down silos, build empathy for different perspectives, and make sure research is relevant to all stakeholders.
I think more work is needed on how social media and livestreaming affect Canadian consumer perceptions of livestock. U.S. media strongly influences Canadians, and decisions around protein choices are often driven by emotion, not facts. Better understanding this would help the whole sector.

McGregor: We need fundamental research that continues to drive sustainability, efficiency, animal health, and innovation so Canada can stay competitive on the local and global stage. At Alltech, our logo includes a microscope — a reminder that science and discovery are at the core of who we are. But research can’t happen in isolation. 

There’s incredible work being done by private companies and universities across the country, yet too often those efforts happen independently. That’s where LRIC plays such an important role — bringing people together from across sectors to collaborate, share ideas, and identify common priorities so we can foster stronger partnerships between private industry and public research. 

This article was published in the December edition of Ontario Beef.