Marketing Consultant Trevor Carlson gave the opening presentation Tuesday at the Saskatchewan Beef Industry Conference in Regina.

He told the group that it's time for the ag sector to work together to talk about modern agriculture.

Carlson notes that Canadian agriculture is world class in the practices it employs, from quality and sustainability to animal well-being and the environment.

"I really think ag producers need to work together with the ag and food value chains, our government, retailers and stakeholders to better inform, myth bust misconception and celebrate best practices in ag."

He says reaching consumers through conventional and social media is often both confusing and often times contradictory.

Given the amount of information people are after with how their food is raised, Carlson says when there is no one speaking clearly, you get a wide range of discussion.

"When that void exists, that's where you get other noise entering the fold. You get people talking GMO free, you hear things like no antibiotic, hormone free. Then it is too difficult after the fact to properly inform the customer as to why these practices are being used."

Presentations at the conference conclude Wednesday afternoon, with various meetings held throughout Thursday.