Canada’s $7 Billion Agriculture Opportunity - Featuring Justine Hendricks, President and CEO of Farm Credit Canada
Wednesday, June 3, 2026
Reference: Impact Farming
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Canada’s $7 Billion Agriculture Opportunity - Featuring Justine Hendricks, President and CEO of Farm Credit Canada
Canadian agriculture stands at a pivotal moment. As global food demand rises and supply chains shift, Canada has a unique opportunity to strengthen its position as a trusted global food supplier while driving economic growth here at home.
In this episode of The Impact Farming Show, host Tracy sits down with Justine Hendricks, President and CEO of Farm Credit Canada, to explore why this could be a generational opportunity for Canadian agriculture.
The conversation dives into the state of Canadian agriculture, the importance of productivity growth, innovation, investment, and trade diversification, along with FCC’s leadership in mobilizing up to $7 billion in investment across the agri-food sector. Justine also shares insights into the national movement Let's Grow Canada and why telling the story of Canadian agriculture matters now more than ever.
From farm level productivity to global market opportunities, this episode highlights the enormous potential ahead for Canada’s agriculture and food industry.
Episode Highlights
- Why Canadian agriculture remains one of the country’s best kept secrets
- The economic impact of agriculture in Canada and its role in supporting one in nine jobs
- Why this is a generational moment for Canadian agriculture
- Canada’s competitive advantages as a global food supplier
- The slowdown in farm productivity growth and why it matters (still growing but not as fast)
- What restoring productivity growth could mean for farmers and rural communities
- The coalition effort targeting up to $7 billion in investment across agriculture and food innovation
- Emerging innovations and technologies shaping the future of farming
- Opportunities across the entire agri-food value chain
- Insights into the Let's Grow Canada movement
- A vision for the future of Canadian agriculture over the next 10 to 20 years
Episode Timestamps:
[00:00] — Introduction and welcome[00:55] — Meet Justine Hendricks and her passion for Canadian agriculture
[03:23] — Unlocking the potential of Canadian agriculture - agriculture remains so under-recognized in Canada
[10:40] — Why this is a generational opportunity for Canadian agriculture
[13:59] — Canada’s strengths as a global food supplier
[19:00] — The farm productivity challenge
[22:22] — Ag tech investment in Canada is considerably lower than other countries like the USA
[23:48] — FCC Capital was launched to respond to the gap in ag tech investment
[26:25] — The coalition targeting up to $7 billion in investment across agriculture and food innovation
[35:55] — Technologies and innovations shaping the future of farming
[40:00] — Opportunities across the agri food value chain
[47:00] — The vision behind Let's Grow Canada
[55:58] — Final thoughts and where to learn more
Conversations like these help shine a light on the opportunities, innovation, and leadership shaping the future of our industry.
Let's Grow Canada. See you in the episode.
Thanks for tuning in,
Tracy
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🔗RESOURCES:
Farm Credit Canada
🌐https://www.fcc-fac.ca
Let's Grow Canada
🌐https://www.letsgrowcanada.ca
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ABOUT THE GUEST:
Justine HendricksPresident and CEO of Farm Credit Canada
Justine sits as FCC’s President and CEO after 17 years with Export Development Canada (EDC) and 7 years with Royal Bank of Canada (RBC). She is an impactful leader whose diverse experience includes delivering financial services on the front line, overseeing successful organizational transformations, evolving risk management capabilities, spearheading the development of innovative financial products, and developing and executing corporate strategies. Much of her career has been focused on lending to and supporting Canadian businesses across critical sectors, including agriculture and agri-food.
In her time at EDC, Justine was responsible for several different business functions including business development in the resources, forestry, seafood, agricultural equipment, light manufacturing and extractive sectors, the transformation of EDC’s Financing and Investment Group, and full responsibility for EDC’s $9B Insurance and Working Capital Solutions portfolio. Prior to leaving EDC, Justine was appointed to be EDC’s first Chief Sustainability Officer and was responsible for aligning EDC’s 10-year corporate strategy with evolving business principles and practices focused on the environment, human rights, and innovation.
Justine is known for her energizing leadership style, mobilizing and listening to her teams while making sure to put the client at the center of decisions.
Justine is a member of the University of Ottawa Board of Governors and currently sits on their Audit Committee. She also volunteers extensively and has served as Chair of the Digital Opportunity Trust and Chair of the Forum for Young Canadians.
Justine earned an MBA from the University of Ottawa and a Bachelor of Arts in Urban Studies from Carleton University. She is the recipient of several awards related to her inspirational leadership and community involvement.
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* Disclaimer - As always, this information is not intended to provide business or medical advice. To ensure that your own circumstances have been properly considered and that action is taken based on the latest information available, you should obtain professional advice from qualified business or medical professionals before acting on any of the information in this post.
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The Impact Farming Show
Welcome to Impact Farming, Farm Marketer's video and audio show dedicated to helping Canadian farmers excel in the business of farming. Our goal with this show is to introduce our audience to the people and ideas that are going to make an IMPACT on their farming operation.
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Tracy and her husband are cattle ranchers in South East, Manitoba. As host of the show, primary producer and agvocate, Tracy is passionate about helping farmers succeed in the business of farming.
In each episode, Tracy chats with today's most successful farm advisors and industry leaders to bring our audience the best and most important ideas.
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