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

Just Posted

South Okanagan-West Kootenay candidates talk climate change and environment at recent forum

Forum on Tuesday grilled candidates about plan to bring about low carbon emission economy

Celgar says equipment failure won’t affect production next week

The chip dumper collapse on Oct. 6 is still under investigation

Greater Trail at odds with BC Hockey

Greater Trail Bantam Rep players left without a league

Vaping harder to detect in Kootenay high school

Devices becoming more discrete, easier for students to disguise

VIDEO: B.C. man’s yard comes alive with grizzlies at night

Malakwa man has captured images of 12 different grizzlies on video

Fire response at Trans Mountain Burnaby tank farm could take six hours: audit

Site doesn’t have mutual aid response agreement with Burnaby fire department

A year after pot legalization in Canada, it’s a slow roll

It’s one year into Canada’s experiment in legal marijuana, and hundreds of legal pot shops have opened

ELECTION 2019: Climate strikes push environment to top of mind for federal leaders

Black Press Media presents a three-part series on three big election issues

ICBC willing to loosen grip on driver claim data, David Eby says

Private insurers say claims record monopoly keeps them out

B.C. principal suspended for failing to help student who reported inappropriate touching

Principal didn’t remove student from the teacher’s class nor call the parents within a reasonable time

Port Moody mayor goes back on unpaid leave during sex assault investigation

Rob Vagramov said he intends to return as mayor in three or four weeks

UBC issues statement after instructor tells students to vote for Liberal Party

University says partisan messaging was not intentional

Feud with Canada Post causes Grasmere Post Office to close its doors

Grasmere Post Office will close Oct. 31, building owners unable to reach agreement with Canada Post

Most Read