The Trough

News Business
From the Editor: This is only the beginning

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April 10, 2023
By Bree Rody

It’s been a whirwind few months, but we’re finally ready to say “hello.” Welcome to the first issue of The Trough! Beyond this page you will find content assembled by our expert team including features on animal health, innovation, business and successful farm practices, as well as product news, industry updates, extension perspectives and more.

While the hard work we’ve put in over the last few months might have given us the impression that all eyes are on us – and not just because of Alison Keba’s eye-catching and edgy magazine design – we must also remember that our eyes need to be focused on the industry. Once our readers close the magazine, they’ll be going back to work – whether that’s in a feedlot, a grain field, a milking parlour, a lab or an office. We launched The Trough because the industry is moving at a high speed; Canada’s estimated animal feed and grain market (including pet food) is $12.1 billion as of 2021, and is growing at an annualized rate of 4.3 per cent. But we also know that the industry is filled with challenges and common issues. After all, if everything were sunshine and rainbows, we would simply publish a catalogue of the latest technology and products.

As producers seek to help livestock live their best lives, feed decisions are of the utmost importance. There are a number of environmental and economic factors that threaten the optimal health of livestock. Poultry producers are grappling with highly pathogenic avian influenza (HPAI), while swine producers in North America are watching the African Swine Fever Virus (ASFV) situation overseas carefully, wanting to plan for a worst-case scenario without panicking. For more on a North American perspective on ASFV, check out Page 10. High-risk livestock, such as animals with compromised immune systems, are also a difficult issue to navigate, which is why on Page 14 we outline new research that discusses the advantages of limit-fed diets for high-risk cattle. We also highlight success stories, such as the innovative, Alberta-based Rich Lane Farms (Page 8), and look at the potential innovation of insect-based livestock feed on Page 12.

Because of the pace at which the industry moves, we also know that there’s only so much we can cover through three print issues a year. That’s why The Trough aims to be a truly multi-platform media brand. If you haven’t already, go to to subscribe to our biweekly eNewsletter for up-to-the-minute industry updates. Farmers are as busy as they are tech-savvy, so we also plan to deliver content that is friendly for on-demand and on-the-go consumption, like webinars and podcasts. These issues are nuanced, and deserve that kind of coverage.


Thank you for opening up the first issue – we’re excited to go on this journey with you.

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