Possible lack of rain may impact people in Alberta when they shop for food

With the strong chance of Alberta facing a drought drought soon, it will affect Albertans in various ways.

One of those ways is the food choices at the store and what will be in stock. University of Alberta agricultural economics professor Ellen Goddard has finished studying how drought could influence what Canadian consumers purchase.

Goddard mentioned that consumers will initially notice that certain foods will be unavailable or in limited quantities, which may lead to price increases.

She used the example of beef cattle, stating that if they graze on pasture and there is less growth, there won’t be enough food for many animals, potentially causing beef prices to rise.

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“Ranchers may choose to reduce their cow herds so they aren’t raising as many animals during a drought. This could result in higher beef costs,” Goddard explained.

Goddard added the same goes for water-intensive fruits and vegetables. She noted that the usual summer drop in prices may not happen due to drought impacting productivity.

“Even if we import them and drought is affecting their output, we may still see higher prices. The uncertainty is whether the usual decrease in prices during the summer will be countered by the drought,” she said.

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Goddard also looked into whether consumers prioritize sustainability in their food purchases, and the answer is yes.

“Consumers are very concerned about water as a resource.  In 2016, approximately 39 percent of the people surveyed nationwide cited water as the most important resource they wanted to see sustained, and that number increased to 49 percent in 2023. “

Goddard discovered that consumers are willing to pay more for a product with a higher sustainability rating. They comprehend that water shortages can affect food prices but are willing to pay extra for more efficiently produced items.

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Based on her research, Goddard observed that people have great empathy for farmers. She noted that Albertans consider farmers an important part of their cultural identity and are eager to support them.

“If people are made aware that farmers are facing hardship or reduced productivity, they are inclined to support them,” she stated.

The province of Alberta has formed a drought command team and a new water advisory committee to get ready for drought.