The Jean-Martin Fortier phenomenon

In a recent article, L'actualité does a deep dive into small-scale farm enthusiast, author, and star of the popular series Les fermiers Jean-Martin Fortier (BA'02). This "rock-star" of organic microfarming in Quebec is highly regarded by many, though some have raised concerns that his presentation of the business as profitable and accessible to all is overly optimistic.

“He has generated enthusiasm, but also a reflection on agriculture,” agronomist and economist Pascal Thériault, director of the Farm Management and Technology Program at McGill, told L'actualité. “And what he proposes—short-circuit [direct-to-customer] sales, minimal use of resources on the farm, local consumption—makes a lot of sense from an environmental point of view. His model is part of the solution.”