From Vision to Impact: ACER’s 12 Year Journey

Written by Steven Roche, Director & Principal Consultant

Twelve years ago, I publicly announced that I owned a consulting business. It wasn’t flashy or formal—I was working out of my bedroom and piecing together five to seven small projects a year. But the seed was planted, and it was nurtured by a vision that has since grown into something I could hardly have imagined back then.

Today, ACER Consulting (www.acerconsult.ca) operates out of an office in the Guelph Research Park. We’re a team of ten passionate professionals tackling a wide range of projects from mixed-methods research, to developing educational resources and toolkits, to hosting professional training. Our clients have expanded? from local companies to more than 80 government agencies, commodity groups, and organizations all over the world. As I reflect on how far we’ve come, I want to share a little about why ACER exists, how our mission has evolved, and where we’re headed.

Why Did I Start ACER?

ACER Consulting stands for Agricultural Communications and Epidemiological Research. It embodies the intersection of two worlds that have always fascinated me—scientific rigour and effective communication.

As is the case for many epidemiologists, my journey began with a deep appreciation for research: collecting data, performing advanced statistical analyses, and exploring qualitative insights. But through my PhD in particular, I was struck by a recurring issue—so much valuable research stopped short of reaching the people who needed it most. Papers sat on shelves or were presented to niche academic audiences, while their potential to create meaningful on-farm change was left untapped.

I wanted to bridge that gap. I wanted to take insights from the lab, from data sets, from research trials, and deliver them to farmers, advisors, and industry leaders in ways that were clear, actionable, and impactful for them.

Our Early Mission: Understand. Inform. Influence.

When I launched ACER, the goal was simple: to grow as a professional and leverage the diverse skill set I had developed over a decade of academic training. I sought to become a “well-rounded” researcher, not just excelling at data collection or analysis, but also mastering the art of communication and knowledge translation and transfer (KTT).

From the start, I approached every project with a philosophy of researching for understanding, evaluating for refinement, and communicating for change. This ethos became our tagline for more than 10 years: Understand. Inform. Influence.

The Evolution of ACER

Since those early days, our focus and impact has evolved. ACER is no longer just a consultancy—it’s grown into a dynamic team of experts working across disciplines to solve complex challenges in agriculture and beyond.

With growth came the need to diversify our services to meet the new challenges and ever-expanding needs of our clients. From advanced epidemiological analysis to high-quality training programs and creative knowledge translation, we’ve embraced innovation and collaboration at every step. This has led us to establish four key service divisions:

ACER Investigate. Our technical research division, where we specialize in developing, implementing, and evaluating agricultural programs, products, policies, and practices.?

ACER Communicate. Our communications division is dedicated to turning technical information into clear, actionable messages for a wide range of audiences—from generalist to specialist.

ACER Create. Our creative division, designed to offer professional visuals and media development to improve the quality and impact of the informational resources and educational tools we develop.

ACER Assurance. Our quality assurance division is focused on helping industry develop and refine programs and policies on key topics like food safety, animal health and welfare, biosecurity, and environmental sustainability to ensure resilient supply chains.

Who Are We Today?

Twelve years in, we as a team have taken time to reflect on our mission, vision, and values:

Our Mission: Through quality research, creative communication, and professional training, we create knowledge and tools to improve the health and welfare of animals, the people who care for them, and the environment we all share.

Our Vision: To build a more resilient agricultural sector that is innovative, adaptable, and ready for the challenges of the future.

Our Values: Excellence, Creativity, Curiosity, Integrity, Collaboration, and Innovation.

These principles guide everything we do, from designing research studies to crafting engaging communication strategies.

The Next 10 Years - And Beyond!

The future of ACER is bright. In the next decade, our vision is for ACER to be recognized internationally as a leader in agricultural science communication. I envision us at the forefront of capacity building, equipping professionals to communicate evidence with creativity, precision, and purpose.

We aim to always remain a trusted partner for clients seeking expertise in agricultural communications, epidemiological research, and knowledge translation and transfer. Whether it’s developing cutting-edge training programs, shaping industry standards, or analyzing complex data, our goal is to continue making a difference.

Words We Stand By: Scientifically Sound. Creatively Communicated.

At ACER Consulting, we believe in turning knowledge into action. We offer value by combining scientific rigor, strategic insight, and creative execution. Through our four divisions—Investigate, Communicate, Create, and Assurance—we ensure that information is not only evidence-based but also accessible, actionable, and impactful. These services are tied to our roots - scientific rigor and effective communication - but reflect the skills and abilities of a team that has evolved stronger and better equipped over these last 12 years. As a team, we have embraced a new tagline that conveys who we are now, and what we’re all about:

Scientifically Sound. Creatively Communicated.

Let’s Build the Future Together

As we look to the future, I want to extend an invitation. If you share our vision for a sustainable and innovative agricultural industry—whether you’re a researcher, advisor, policymaker, or entrepreneur—let’s talk.?

Together, we can explore opportunities to bridge gaps, amplify insights, and create solutions that matter. Visit www.acerconsult.ca to learn more about our work, or send me a message directly.?

Let’s build the future of agricultural science communication together.