Feeding the Pacific Rim with B.C.-grown blueberries, cherries, beef and seafood is the key to growing the province's agri-food sector, according to Agriculture Minister Don McRae.

McRae said trade missions like one that took B.C. producers and government officials to the Shanghai International Fisheries and Seafood Exposition last month and Premier Christy Clark's Asian trade mission in November are key to his ministry's plan to grow jobs.

"Our job [as a government] is not to make the deal, but get the right people in the room," said McRae. "We think there's an opportunity there for producers on the coast to get a premium price for their product."

Agriculture and seafood exports to China grew significantly in 2011, to $124 million, topping 2010's total two months before the end of the year. About 54 per cent of B.C.'s international trade in all products is with non-U.S. trading partners, mainly on the Pacific Rim, the most of any province. Farm-raised salmon exports to China increased in value from $249,000 in 2010 to more than $3.8 million in 2011.

Exports of wild-caught salmon and tuna have also shown strong growth, roughly doubling since 2009, according to ministry statistics.

McRae is undertaking a round of consultations with B.C. agri-food industry leaders to help inform the detailed version of Clark's jobs plan due this spring.

While growing exports is a priority of the jobs plan, McRae also sees B.C.'s position as a net importer of food as an opportunity to grow the sector.

Only 48 per cent of this province's food is grown here," said McRae. "There is still a lot of opportunities to educate [B.C.] consumers about the nutritious, high-value foods we grow in B.C."

While McRae conceded that consumers are interested in identifying and buying locally grown foods, the B.C. Liberals are not interested in reviving the Buy BC labelling program originally launched by the New Democrats in the late '90s. Instead, McRae is looking to industry associations such as the B.C. Agriculture Council to better market their wares.

BCAC executive director Reg Ens said the government needs to get on board with explaining the advantages of buying local, touting our higher safety and environmental standards compared with competing foreign products.

"People need to know why a B.C. apple costs more than a Chinese apple and why that's a good thing," said Ens.

"Resources for all sectors are limited, so we need to make sure that government dollars and private sector dollars are use to the best advantage," McRae said. "When you see farmers' markets doing so well, you can see that people want the products that we grow here."

Whatever the government can do to help producers create high-value products would be a big boost to growing international trade and jobs, said farmer Bill Zylmans of the B.C. Potato and Vegetable Growers Association.

Zylmans, who is preparing to ship seed potatoes to California for this year's crop, said farmers need more skilled labour to be competitive. Workers require product knowledge, technical and computer skills and training to operate heavy equipment in order to function on a modern farm.

McRae said he is eager to help the next generation of farmers get started to ensure the continued viability of the industry.

The ministry is exploring ways such as low-cost land leases to help young farmers get started in the business without making a huge upfront capital investment in land, which can easily run into the millions of dollars.

"The Ministry of Agriculture needs to come up with some strategies that will allow people to become successful farmers without having to make that initial investment," he said.

AGRI-FOOD'S WISH LIST

Here's what agri-food industry leaders say they hope to see in the final version of B.C.'s jobs plan:

BILL ZYLMANS

B.C. Potato and Vegetable Growers Association

A subsidized training wage would allow farmers to give their workers the skills required to work on a modern mechanized farm without sacrificing competitiveness.

MILES PRODAN

B.C. Wine Institute

Help B.C. wineries promote their product as both high-quality and sustainably produced both in Canada and internationally.

NICO HUMAN

B.C. Food Processors Association

Help food processors develop local markets for foods that will make British Columbians healthier and more job ready with preventive health and obesity public awareness campaigns and in-school programs.

REG ENS

B.C. Agriculture Council

Producers need relief from B.C.'s carbon tax, which adds to the cost of locally grown produce but not foreign competitors and tends to push energy-intensive operations such as greenhouse growers out of the country.

JON BELL

B.C. Association of Farmers' Markets

If farmers' markets do well, our farmers do well and that adds stability to rural communities and they are a great small business incubator. Promoting and developing markets is key to making the agri-food sector grow all over B.C.

RAY VAN MARREWYK

Greenhouse grower

Exemptions to the returning PST on farm input materials would help farmers compete with foreign competition. Tax, labour, and environmental policy all need to work to help farmers compete with low-tax, low-wage jurisdictions. Carbon tax adds 40 per cent to heating costs for greenhouse growers.

JUDY GUICHON

B.C. Cattlemen's Association

Compensate farmers and ranchers for sustainable practices and for environmental services, such as conservation and improvement of sensitive or damaged ecosystems.

rshore@vancouversun.com