The Greatest Economic Opportunity of Our Time: Justine Hendricks on Why Authenticity is Your Key to Success in Agriculture

This featured story, part of the Power of Why Podcast in collaboration with Invest Ottawa and supported by BDC Capital’s Thrive Venture Fund, celebrates influential women leaders in Ottawa for International Women’s Month. Each year, five remarkable leaders are chosen to represent this initiative, as they embody the spirit and values of International Women’s Month (IWM) while significantly impacting the economy and society.

One of the featured leaders is Justine Hendricks, the President and CEO of Farm Credit Canada (FCC). During her interview process for the CEO position, Hendricks pledged to bring her authentic self to the role rather than conforming to others' expectations. Upon her appointment, she made it a priority to connect with the agricultural community across Canada, engaging in conversations with farmers, staff, and industry leaders. Her goal was to listen intently and gain a deep understanding of the industry she was set to serve. Through her approach, Hendricks aimed to collaboratively shape the future of Canadian agriculture alongside those directly involved in it.

With nearly 30 years of experience in financial services, including significant tenures at Export Development Canada and the Royal Bank of Canada, Hendricks is well-equipped for her leadership role. However, her distinctive leadership style is characterized by her presence, active listening, straightforward communication, and commitment to follow-through. This episode of the podcast delves into several key themes:

1. Agriculture as a Solution: Hendricks emphasizes that agriculture has the potential to address pressing issues related to health, hunger, climate change, and economic development simultaneously.

2. Leading with Presence: The discussion explores the importance of being fully present as a leader, highlighting how true leadership requires genuine engagement with people and a deep understanding of their needs.

3. Strategic First 100 Days: Hendricks shares insights on how her initial experiences shaped FCC’s strategic direction, emphasizing the need to build a strong foundation in the early days of leadership.

4. Integrity Over Perfection: A central tenet of her leadership philosophy is that integrity is paramount, as opposed to striving for perfection. This viewpoint encourages leaders to be authentic and truthful in their actions and interactions.

5. Building Credibility: Hendricks notes that credibility is established through small, consistent actions and commitments—essentially by doing what one says they will do.

The conversation serves as a reminder for aspiring and current leaders about the pressures to conform to established leadership styles. Hendricks's experience and insights inspire others to embrace their authentic leadership styles and engage in meaningful relationships with their teams and communities.

This episode marks the conclusion of a five-part series produced in partnership with Invest Ottawa, Ottawa's primary economic development agency focused on knowledge-based industries, showcasing the dynamic contributions of women leaders in shaping the future of their sectors.

Listeners are encouraged to reflect on who in their lives embodies this kind of impactful, present leadership as they absorb Hendricks's valuable lessons and insights.