Prioritizing mental health awareness and support within the agricultural community is not just compassionate, it’s essential for ensuring a thriving and sustainable future for generations to come. Initiatives like Communities in Mind embody Co-op’s devotion to community by reaching out and offering support to those who need it.
Combating the mental health stigma
Growers in Western Canada and beyond face unique challenges that can often lead to stress, anxiety and depression. Factors such as unpredictable weather conditions, financial pressures and isolation can take a significant toll on mental health. Ignoring these issues directly affects the people involved and jeopardizes the productivity and resilience of the entire community.
“Mental health affects our outlook on all things. And agriculture is an industry that really has no control over what affects its success or failures and causes stress—commodity prices, natural disasters, diseases, pests, increasing debt, and global issues, just to name a few,” said Joanne Paquette, Agro Manager at Cornerstone Co‑op.
Unfortunately, mental health remains stigmatized in many communities. Moreover, with the intense physical demands of their operations, growers tend to overlook or disregard the important symptoms that might require professional attention.
“Agriculture is a very demanding and unique job that presents numerous daily challenges. And for family farms, there’s an added layer of frustration of not being able to separate work from home. You have a conflict during the day, and you’re still expected to put on a good face and enjoy supper together in the evening. Emotions aren’t something widely talked about – you’re told to suck it up and keep moving forward,” said Jordyn Prior, Associate Director of Brand at Cornerstone Co‑op.
Mental health awareness work making a difference
The fundamental thing to do is to promote open conversations about mental health within agricultural communities, emphasizing that seeking help is a sign of strength, not weakness. It starts with simple questions like “How are you feeling?” and “How are things going on the farm?” – both crucial to help someone feel heard and not alone.
“At Cornerstone, and I think I speak for all local Co-ops, we pride ourselves in creating a culture and a space that is welcoming and inclusive. Our purpose statement is “Making Life Better in our Communities,” and this mentality naturally creates a safe environment that fosters mental health awareness and action,” said Prior.
Paquette also believes that being a trusted advisor for the community is crucial. According to her, Co-op isn’t just a place to purchase equipment and farm-related items. It’s a space for genuinely connecting with people who are interested in how you are doing.
“I have personally lived the result of the lack of mental health resources in the loss of my children’s father. I felt isolated and not able to give my children answers or take away their pain. Mental health still has many stigmas attached to it, and it’s very important that we find ways to let people know that it is okay to not be okay,” said Paquette.
Communities in Mind
Cornerstone Co-op has been running the Communities in Mind campaign for four consecutive years in partnership with the Alberta Mental Health Foundation and just recently partnered with four other local Co-ops in the province to create a larger impact. The campaign aims to raise funds for mental health programs and other initiatives in communities across Alberta.
“Since the campaign’s inception in 2020, we are proud to announce that over $131,000 has been raised for mental health and addiction resources across Alberta. This incredible milestone reflects the compassion and generosity of our community members who understand the importance of mental health support,” said Prior.
Paquette and Prior agree that Communities in Mind is taken very seriously by the team as it fosters awareness, internally and externally, about the importance of taking care of themselves and their loved ones, especially in their fast-paced roles at Co-op.
“In addition to Communities in Mind, we recently hired a new Sales and Leadership Coach to assist our teams in getting to know and build more meaningful relationships with our retail and farm customers. Part of this is increasing our mental health literacy, learning to ask the right questions, and understanding self-harm prevention,” said Prior.
Manitoba Farmer Wellness Program
Another Western Canadian mental health initiative is the Manitoba Farmer Wellness Program, which supports farmers and their families facing the unique challenges of the business. Recognizing the stress and pressures of agricultural work, this program provides a safe and confidential space for individuals to seek help. Delivered by professionals with agricultural backgrounds, the program offers no-cost, short-term counseling with up to six sessions covered per individual.
Local Co-ops across the province regularly donate funds to support the Manitoba Farmer Wellness Program. Each contribution supports multiple individual counseling sessions for growers who reach out to the program.
Caring for communities
Being a farmer is not just a job – it’s an identity with its own unique culture. Understanding this helps Co-ops across Western Canada determine the best approaches to connecting more meaningfully with their communities and supporting their members’ physical and mental resilience.