VP quits after backlash to University of Alberta’s billboard on climate change

Ad said higher temperature and humidity will boost province’s barley yield

In this Sept. 2, 2019 photo, barley is shown ready for harvest in a field near Colfax, Wash. THE CANADIAN PRESS/AP-Ted S. Warren

A top University of Alberta official has resigned after a backlash against a billboard the school put up about the potential benefits of climate change.

Jacqui Tam, vice-president of university relations, says in a statement on the university’s website that the public response has made it clear the billboard’s wording fails to communicate the meaning and complexity of the research it references.

The ad, which is to be pulled soon, features a headline that reads “Beefier Barley” and says climate change will boost Alberta’s barley yield with less water, feeding more cattle.

Several university faculty members and students are among those who have spoken out against the billboard.

The school says it was part of its Truth Matters campaign and references 2017 research, which concluded Alberta’s beef industry would benefit from a rise in temperature and humidity.

University president David Turpin says such ads are usually approved by the executive before they are published, but for some reason that did not happen in this case.

Tam, who had held the post since July 2017, said in her statement issued on Sunday that her departure is in the best interests of the institution. She said the advertisement’s wording allows for “easy misinterpretation.”

“The messaging on the ad called the reputation of the University of Alberta and its extensive research on climate change into question,” she wrote. “As vice-president (university relations), I apologize for this and take responsibility.”

The school had previously responded to the criticism by calling the beef industry research complex and multi-faceted.

READ MORE: Young protesters across Canada demand action on climate change

“I could understand why people interpreted it the way they did,” Turpin said on Sunday. “It would not have been an ad that, if I had seen, I would have put forward.”

At the same time, he defended Tam’s character.

“You look around the world where people are always trying to blame others, find excuses. Jacqui is one of those rare human beings who has the integrity to stand up and take responsibility.” (CTV Edmonton)

The Canadian Press

Like us on Facebook and follow us on Twitter

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Valley’s Father Charles Brandt to receive national lifetime achievement award

Father Charles was instrumental in creating the Oyster River Enhancement Society

Comox Valley Ringette Association requests equal ice time

The Comox Valley Ringette Association has appealed to the regional district for… Continue reading

Vancouver Island under a thunderstorm watch tonight

Environment Canada forecasts downpour and possible thunder and lightning

Vancouver Island NDP MP responds to Liberal’s throne speech

’Feds say nice things but when it comes to taking action it’s a different story’ says North Island- Powell River MP, Rachel Blaney

Suspicious van report leads police to issue important reminders

Police received a report about a suspicious white van driving slowly around Comox.

B.C. reports 91 new cases as officials remain worried over ‘clusters of COVID-19

There have now been a total of 8,395 cases in B.C. since the pandemic began

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Canada’s active COVID-19 cases top 10,000 as daily new cases triple over the past month

Dr. Tam repeated her warning to young people, who have made up the majority of recent cases

First 8 months of fatal overdoses in B.C. have now exceeded 2019 death toll

Nine people died every two days in August, BC Coroners Service data shows

Liberal effort to reset policy agenda panned by rivals as too much talk, not action

Trudeau said it’s ‘all too likely’ families won’t be able to gather for Thanksgiving next month

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

‘Show us the money’ for cannabis, local governments tell B.C.

Municipal tax, transit revenues falling as costs rise

Courtenay doctor completes virtual Boston Marathon

Janet Green has run another Boston Marathon — a virtual one —… Continue reading

Cops for Cancer: COVID-19 can’t stop Tour de Rock

‘having the chance to come back and ride this year means everything to me’

Most Read