RBC has launched a new national initiative aimed at strengthening Canada’s agriculture sector through investments in sustainable practices, training, and financial tools.
Announced recently in Winnipeg alongside Manitoba Premier Wab Kinew, RBC Generate begins with a $5-million commitment over five years focused on the Prairies. The funding will come from RBC Commercial Banking and the RBC Foundation.
The initiative is designed to bring together stakeholders across agriculture, business, education, and government to advance market access, skill development and financial solutions for Canadian producers.
Dave McKay
“Canadian soil is one of our greatest strengths and farmers have managed these soils to feed Canadians and the world for generations,” said Dave McKay, president and CEO of RBC. “The next generation is primed to do even more – feeding more people, more sustainably than ever before. That’s why RBC is committed to work together with the best and brightest from all over the country to create innovations that help agriculture drive growth for Canada.”
RBC Generate will operate in partnership with organizations including the Canadian Alliance for Net-Zero Agri-food (CANZA), Nature United, Sustainable Food Systems for Canada (SF4C), and Indigenous sustainable farming initiatives.
The initiative will focus on three main areas:
Markets: RBC plans to invest in stronger markets for sustainable agriculture by connecting farmers to global demand and supporting farmer-led adoption of sustainable practices. This includes collaboration with Nature United to expand its Model Farm Network across the Prairies.
Skills: As part of RBC’s broader $2-billion community investment commitment by 2035, a portion of funds will be directed to agriculture-specific training. In partnership with SF4C’s network of 13 universities and colleges, RBC aims to connect more than 10,000 students to agri-innovation skills and applied learning opportunities.
Finance: RBC also intends to develop new financial tools to help the agriculture industry manage risk and grow. The bank will offer training for its commercial relationship managers and host events for farmers and advisors, including sessions on succession planning and wealth management.
The bank said the initiative is intended to help Canadian producers remain globally competitive and resilient amid rising demand for sustainable, safe, and high-quality food.
RBC stated that with the right investment and innovation, Canada’s agri-food sector could become a global leader in trade, talent development, and sustainability.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Entrepreneur. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024 and 2025.
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