"Back to the Prairie Roots: Unearthing Opportunities Where You Least Expect Them"

Bob Froese

Back to the Prairie Roots: Unearthing Opportunities Where You Least Expect Them

Who knew a surprise nod from the Canadian Agricultural Marketing Awards would lead to such a rich journey back to the beginning? It was a curious congrats from a friend in Winnipeg that tipped me off – our work with the Canadian Cattle Association had been entered into CAMA, and we were on the nominee list.

I hadn't connected the dots between my early days cutting my teeth on brands like Monsanto and CP Rail in Winnipeg, and the work we do now in Toronto. But there it was, an unexpected bridge between past and present. On a whim, I decided to attend the awards – a decision that turned into a weekend of family reunions and a surprising revelation.

As we accepted a certificate at the show, I realized how closely intertwined our current food & beverage clients are with the agricultural community. It seems obvious in hindsight, but sometimes you need a gentle nudge (or a full-on push) to see the connections that are right in front of you.

This last-minute trip to Winnipeg did more than just take me down memory lane; it opened up a whole new avenue of opportunities for our agency. It was a reminder that the journey from farm to table is more than just a trendy phrase – it's a full circle that we're all a part of, even if we don't always see it.

So here's to those offhand, curious decisions that lead to unexpected places. To family, to roots, and to the ever-surprising journey of discovery. Keep curious – it's the best way to unlock the magic that's waiting just around the corner.

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