The Irvine School Agricultural Discovery Centre is celebrating one-year of hands-on learning for students with a Fall Gather Production Sale and Farm to Table Fundraiser
Program Coordinator Nichole Neubauer talks about the first year and the big event on Saturday, September 24.
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What if everything you thought you knew about connecting with people was missing one key ingredient? 

Kara Mastel sits down with renowned human values expert David Allison, the founder of the Valuegraphics Project, to explore how understanding core human values—not just demographics—can revolutionize communication in agriculture and beyond. 

Fresh off his keynote at the Alberta Beef Industry Conference, David shares how values like financial security, personal growth, and happiness are the real drivers behind public support and behavior. 

With practical examples and a compelling look at how values-based storytelling can shape perception and build industry allies, this episode is a powerful playbook for beef producers—and anyone—looking to truly connect with audiences.

Listen For:

01:27 – What Are Valuegraphics?

08:56 – Beef = Financial Stability? Let’s Talk Economics

17:43 – Talk About What Works: The Three-Value Rule

28:31 – Demographics Reinforce Stereotypes—Here’s the Fix

GUEST: David Allison

Website | LinkedIn 

David Allison is a human values expert, CEO of a global research firm, and 2X best-selling author. As the founder of the Valuegraphics Project, he created the first global inventory of core human values, transforming them into measurable data. David helps major brands like PayPal, Google, and the United Nations Foundation connect with people by honouring their values.

His work is featured in college textbooks and prominent publications like Harvard Business Review and Forbes. His latest book, The Death of Demographics, has been praised as ”convincing, insightful, and revolutionary.”

CONNECT WITH HOST: KARA MASTEL 

Email | Website | LinkedIn | Phone 

Have ideas for future shows? Drop us a note, on social media or via email.

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The work of certified seed growers is challenging. In the magazine’s spring 2025 issue, GrainsWest introduced readers to three successful Alberta seed growing operations. In this episode of The GrainsWest Podcast, Trevor Bacque picks up where that story left off and talks with Larry Penner of Penwest Seeds about the variety registration system and innovation in seed genetics.

To read more about the work of Alberta seed growers, visit https://grainswest.com/

Host Brad McCallum, Agri-Commodity Management Association, chats with Jim Lorraine, Riverbreeze Farm, on the Season 3 season finale to discuss Agritourism!

Recorded January 2023

Producer: Amy Langille (ACMA)
7 Atlantic Central Drive
East Mountain, Nova Scotia, B6L 2Z2
(902) 893-7455
Visit us: agricommodity.ca
Follow us: Facebook and Twitter: @MaritimeAgCast
Email us at: aanderson@agricommodity.ca or bmccallum@agricommodity.ca
Host: Brad McCallum
Edited by: Amy Langille of ACMA
Music: “Neon Lights” by Matt Weidauer and ”Smoke in a Box” by Micah Dahl Anderson (ArchesAudio.com)