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A new digital agriculture awareness campaign called “I am Agriculture” is underway with federal funds of $953,000 over two years.
A new digital agriculture awareness campaign called “I am Agriculture” is underway with federal funds of $953,000 over two years.
March 27, 2023

Agriculture in the Classroom Canada (AITC-C) helps students discover their passion for agriculture and empowers them to explore career paths in our industry. The use of technology and digital platforms is critical for this outreach, which is why AITC-C is announcing the roll-out of its new digital agriculture awareness campaign, with funding support from Agriculture and Agri-Food Canada (AAFC).


Agriculture and Agri-Food Minister, the Honourable Marie-Claude Bibeau visited the Canada Agriculture and Food Museum in Ottawa March 23 to announce funding of up to $953,260 over two years under the AgriCommunication Program.  AITC’s new campaign will inform and excite the next generation of Canada’s big thinkers, decision-makers and leaders in agriculture.


“Young people are key to ensuring future success of the agricultural sector. We must help them discover vast career possibilities from a young age. I applaud the incredible work that Agriculture in the Classroom is doing to connect tomorrow’s leaders to the agriculture and agri-food sector and spark interest in this important work,” said Bibeau.


Funding will help AITC-C communicate the magnitude and importance of the Canadian agriculture industry through its new I Am Agriculture digital campaign. The new website page, videos, and social campaign will strive to showcase the vastness of the agriculture industry, and help students identify the different and unique roles they play as well as increasing student knowledge of agricultural practices. 


This funding will also support the second year of The Great Canadian Farm Tour  beginning in April 2023.


“Our ongoing collaboration with Agriculture and Agri-Food Canada has been critical in supporting our goal to inspire students across Canada to play a role in our country’s agriculture and food future” says Sara Shymko, AITC-C acting executive director.


Source: Agriculture in the Classroom March 23, 2023 news release


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Submitted by Karen Davidson on 27 March 2023