Be somebody - be an agvocate

Agriculture More Than Ever has launched a new campaign aimed at encouraging people in the agriculture industry to lend their voice to the food conversation in Canada.
Top Crop Manager
Monday, 12 September 2016
By Top Crop Manager
Sept. 12, 2016 - Agriculture More Than Ever has launched a new campaign aimed at encouraging people in the agriculture industry to lend their voice to the food conversation in Canada.

“Be somebody-Be an agvocate” is a multi-faceted campaign that encourages everyone involved in the agriculture industry to be an agvocate by joining social media and having in-person conversations to shape people’s relationship with agriculture.

“Being an agvocate is about adding your voice to the food conversation in positive, engaging and relatable ways,” says Candace Hill, manager of Agriculture More Than Ever. “The campaign is about helping everyone involved in agriculture to connect with the public by sharing their story.”

Surveys continue to show that farmers are one of the most trusted voices when it comes to providing information about farming practices and food production, so it makes sense they be the face and voice for agriculture, according to Hill.

A recent survey by the Canadian Centre for Food Integrity showed 93 per cent of consumers know little or nothing about Canadian farming practices, and a majority (60 per cent) of those respondents indicated they want to know more about farming practices.

“The campaign focuses on showing the real faces of people in agriculture with a strong call to action for everyone in the industry to get involved in the food conversation, no matter how big or small their contribution,” Hill says.

As part of the campaign, individuals who work in various sectors of agriculture submitted video clips of themselves reading a script encouraging others to get involved in telling the real story of Canadian agriculture. Those clips were compiled into a video.

“The video features people from across the country who have come together to add their voice to the food conversation,” Hill continues. “Everyone in agriculture is “somebody” and has a role to play. Watching and sharing the video is just one way individuals can get involved, but there are many ways for people to show their love, pride and passion for an industry.”

Agriculture More Than Ever has attracted over 470 partner organizations and 2,500 individuals committed to creating positive perceptions of agriculture. Launched more than four years ago, Agriculture More Than Ever’s goal is to encourage those involved in agriculture to speak up and speak positively about the industry.

To view the new Agriculture More Than Ever video and learn about other ways to participate, go to www.AgMoreThanEver.ca, or follow the conversation on Twitter @AgMoreThanEver

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