Does the message actually matter if the messenger misses the mark?

In the 28th episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Tongzhe Li, a professor and Arrell Family Chair in Behavioural and Experimental Economics at the University of Guelph. Her research on farmer behavior proves a vital point: it’s not just what you say to a farmer, but how you say it that truly shifts their decision-making.

To bridge the gap between theory and reality, Tongzhe became a farmer. By purchasing a farm in southern Ontario, she moved beyond research data to gain a raw, firsthand perspective on the grueling nature of the industry. This "boots-on-the-ground" immersion transformed her understanding of farmer behaviour.

Tongzhe’s perspective is shaped by her journeys through Oxford, Barcelona, and Taiwan. To her, travel is an exploration of context. She believes that the value of any journey is defined by the people you encounter and the purpose behind the trip, reinforcing her core philosophy that in both communication and exploration, the "who" and the "how" are just as vital as the "where."

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The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.

In the 27th episode of The Extensionists, we take a look back at the year that was. Co-hosts Jay Whetter and Toban Dyck share what they learned from the guests they chatted with in 2025.

We then welcome our behind-the-scenes team, producer and editor Abby Wall and coordinator Ashley Robinson, to discuss highlights, what it takes to put The Extensionists together, and what everyone is looking forward to in 2026.

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The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.

Is soil health really Senator Robert Black’s passion? And why does it take so long to get a Bill passed with the government?

In the 26th episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with the Honourable Robert Black, Senator for Ontario and Chair of the Standing Senate Committee on Agriculture and Forestry. Senator Black shares how he became a soil health champion and pushed for the new Senate report on soil health.

Senator Black takes the time to explain how the parliamentary process works, using his soil- related Bill as a case study. He also shares tips on how to have the most impact when meeting with politicians. He’s a fan of leave-behinds, his of which are infographics.

Senator Black tells the story of how he became a Senator through “raising his hand.” The three also talk about the importance of Senator Black’s 4-H background in his Senate work.

Website: https://theextensionists.com

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LinkedIn: https://www.linkedin.com/company/104093329/

Facebook: https://www.facebook.com/profile.php?id=61563563092114

Instagram: https://www.instagram.com/theextensionists/

YouTube: https://www.youtube.com/@TheExtensionists

TikTok: https://www.tiktok.com/@theextensionists

Bluesky: https://bsky.app/profile/theextensionists.bsky.social

The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and

designed by Michelle Houlden.

Why are we so skeptical when it comes to soil health policy? Sabrina Perić, associate professor of anthropology at the University of Calgary, took a deep dive into what Canadian farmers are really thinking and feeling when it comes to soil health and other policy decisions.

In the 25th episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Sabrina, who didn’t actually set out to work in agriculture but found herself drawn into it. The energy researcher grew up in Yugoslavia in a port city, which fueled her later interest in energy.

Sabrina’s interest in people ultimately led to a crossover into the world of agriculture. Her latest research into soil health skepticism in Canada revealed a national disconnect. The three also discuss the idea of a national soil strategy and how buy-in may happen if policymakers are willing to do boots-on-the-ground work with farmers.

They talk about Sabrina’s childhood growing up in modern day Croatia, Italy, and Slovenia (Yugoslavia) and summers spent on her grandmother’s farm eating as many cherries as possible.

Website: https://theextensionists.com

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Facebook: https://www.facebook.com/profile.php?id=61563563092114

Instagram: https://www.instagram.com/theextensionists/

YouTube: https://www.youtube.com/@TheExtensionists

TikTok: https://www.tiktok.com/@theextensionists

Bluesky: https://bsky.app/profile/theextensionists.bsky.social

The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.

Being a farmer can easily become your identity, but what happens when that identity is threatened? For “The Recovering Farmer” Gerry Friesen, he found himself facing that very issue nearly two decades ago.

In the 24th episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Gerry. The three dig deep into the mental health struggles farmers face and what you can do to support yourself and those around you. It really can be just as easy as listening when a friend decides they’re ready to talk.

They discuss how mental illness isn’t something that just happens one day. It’s something that builds over years. Gerry shares his own experience with being diagnosed with anxiety and depression, and the work he has done to help others in the agriculture industry who have faced similar challenges.

Gerry also shares his favourite Mennonite foods, which Toban enjoys himself, and the three discuss how hard it is to shed that Mennonite guilt.

Thank you to our episode sponsor Alberta Canola.

Website: https://theextensionists.com

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LinkedIn: https://www.linkedin.com/company/104093329/

Facebook: https://www.facebook.com/profile.php?id=61563563092114

Instagram: https://www.instagram.com/theextensionists/

YouTube: https://www.youtube.com/@TheExtensionists

TikTok: https://www.tiktok.com/@theextensionists

Bluesky: https://bsky.app/profile/theextensionists.bsky.social

The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.

Meaghan Seagrave has very unique insights into the opportunities for Canadian agriculture.

In the 23rd episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Meaghan, executive director for Bioindustrial Innovation Canada. This organization is developing programming and early-stage investments in bio-based technologies that fit along a green-based value chain.

These bio-based inputs come from agricultural and forest sources, and are used to create products that will allow for decarbonization. That is, they are meant to replace the fossil-based items we currently use. They’re a group of chemists and engineers that provide resources, including embedding Bioindustrial Innovation Canada staff into companies to bring products to commercialization.

Meaghan shares what she sees as opportunities for Canadian agriculture. According to her, in Canada, we’re holding back. There isn’t the support for commercialization of products. We need funding and national support to get this stuff done, Meaghan says during the episode.

Website: https://theextensionists.com

X: https://x.com/thextensionists

LinkedIn: https://www.linkedin.com/company/104093329/

Facebook: https://www.facebook.com/profile.php?id=61563563092114

Instagram: https://www.instagram.com/theextensionists/

YouTube: https://www.youtube.com/@TheExtensionists

TikTok: https://www.tiktok.com/@theextensionists

Bluesky: https://bsky.app/profile/theextensionists.bsky.social

The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.

Why doesn’t the agriculture industry work together on research? Rupp Carriveau found himself asking this as he began working with the greenhouse industry in southern Ontario.

In the 22nd episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Rupp, a professor in the Department of Civil and Environmental Engineering at the University of Windsor and co-director of Agriculture UWindsor Centre of Excellence (AGUWin). Rupp shares how he became involved in the greenhouse industry through his natural curiosity and wanting to improve the sector.

Rupp was instrumental in developing AGUWin, a unique program bringing researchers at the University of Windsor - who are working on anything involving agriculture, from law to science to engineering - together to work directly with growers to improve the greenhouse industry in the region. It connects the university to growers and their immediate needs/challenges. Rupp didn’t stop there though, he also helped found the Canadian Greenhouse Excellence Network, which works to educate Canada’s greenhouse industry. In this episode, Rupp shares the stories of these two initiatives.

Rupp also talks about a death-defying hike he took in the Grand Canyon and how the F1 movie turned him off of the sport. He discusses his love of football and how he has been sharing it with his daughters.

Website: https://theextensionists.com

X: https://x.com/thextensionists

LinkedIn: https://www.linkedin.com/company/104093329/

Facebook: https://www.facebook.com/profile.php?id=61563563092114

Instagram: https://www.instagram.com/theextensionists/

YouTube: https://www.youtube.com/@TheExtensionists

TikTok: https://www.tiktok.com/@theextensionists

Bluesky: https://bsky.app/profile/theextensionists.bsky.social

The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.

What is the best way to get information to farmers? According to Jolanda Jansen, you should leave out the facts and you shouldn’t tell them what to do. Instead, ask questions.

In the 21st episode, and season 2 premier of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Jolanda, a communications consultant and co-owner of St Anna Advies, to talk about her work. She delves into why you should start by asking a question and how you can take your conversations from an eight to a nine.

Jolanda shares what she has learned about communications from her days as a ski instructor in Switzerland and why there are deeper emotions tied to the choices we make.

Website: https://theextensionists.com

X: https://x.com/thextensionists

LinkedIn: https://www.linkedin.com/company/104093329/

Facebook: https://www.facebook.com/profile.php?id=61563563092114

Instagram: https://www.instagram.com/theextensionists/

YouTube: https://www.youtube.com/@TheExtensionists

TikTok: https://www.tiktok.com/@theextensionists

Bluesky: https://bsky.app/profile/theextensionists.bsky.social

The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.