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John Visser: A Legacy of Resilience and Leadership at the Helm of P.E.I.’s Potato Industry

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As John Visser steps down after three years as Chair of the PEI Potato Board, he leaves behind a legacy built on resilience, collaboration, and forward-thinking leadership.

Visser’s tenure began at a time of great uncertainty for potato growers. In fact, the timing couldn’t have been worse. Concerns over Potato Wart — a soil-borne fungus that attacks potato plants — had forced a border shutdown, halting all exports to the U.S., the industry’s biggest export market.

They needed to act — and fast.

“It was quite dramatic for a lot of people,” he says.

Visser, of Victoria Potato Farm Inc, played an integral role in helping the board and industry stakeholders rally to re-open the border to table stock, a move that not only secured access to that market again, but also instigated discussions aimed at resolving critical issues for seed potatoes, which are still banned.

“There’s been a number of discussions, lobbying — we’ve definitely managed to move the needle,” he says, noting the forthcoming changes to the Canadian Food Inspection Agency’s National Potato Wart Response Plan.

Jumping into the discussion — and being part of the solution — was never up for debate. Visser’s approach to leadership is built on the premise that active participation is essential for growth.

“The industry is only as good as the people that want to get involved in it,” he says. “And you get out of an organization what you put into it.”

Visser has put a lot into his role with the PEI Potato Board, helping to facilitate progress in the areas of irrigation, crop management, and the new Water Act. Under his leadership, growers have been able to adopt new potato varieties, as well as sustain healthy crop sizes at an optimum of about 85,000 acres.

But there is more work to be done. As he hands over the reins to incoming Chair Donald Stavert, Visser acknowledges several challenges ahead, and another potential border issue notwithstanding.

“Labour is one issue that’s been going on for a few years,” he says, noting that the industry is in dire need of educational initiatives that promote agriculture as an attractive career path for young people, emphasizing the importance of fostering respect for food production processes among the general population. “Unfortunately, we’ve got a population that kind of forgets where food comes from.”

Yet for every challenge, Visser sees opportunity.

“One of the things we need to do is look around for other markets,” he says. “We live in a supply and demand market, whether we like it or not.”

Visser stresses the need for clear strategies when it comes to political and economic challenges.

“Lobbying our governments is crucial, but it’s a national strategy,” he says. And with potential tariffs looming on the horizon due to shifting U.S. political dynamics, Visser’s insights carry weight, warning that “nobody wins” in a trade war.”

As he transitions into a new chapter of his life, Visser looks forward to spending quality time with family, engaging in farming with his sons and brother-in-law, and perhaps pursuing new agricultural ventures.

In an industry that faces complexities — from fluctuating consumer preferences and climate change to international trade dynamics — Visser has exemplified the virtues of collaboration and proactive problem-solving. His legacy serves as a reminder of what can be achieved when individuals unite for a common purpose.

“If you don’t have food, you won’t need anybody else,” he says.

This encapsulates not only the importance of food production but also the intrinsic value of the agricultural community in shaping society. With this sentiment, Visser steps away from governance but remains an unwavering ambassador for the industry.

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