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AAFC funds new AITC campaign

March 23, 2023  By Agriculture and Agri-Food Canada

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 pleased to announce the roll-out of its new digital agriculture awareness campaign, with support from Agriculture and Agri-Food Canada (AAFC).

During a visit to the Canada Agriculture and Food Museum in Ottawa on March 23, Marie-Claude Bibeau, federal minister of agriculture and agri-food, announced funding of up to $953,260 over two years under the AgriCommunication Program. The funding will support AITC’s new campaign to 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,” Bibeau said in a press release. “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.”


The 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 webpage, 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.

It will also support the second year of The Great Canadian Farm Tour beginning in April 2023. For six weeks, AITC-C will take Canadian classrooms virtually into farms from coast to coast. The farm tours facilitate conversations between students and farmers to build trust, understanding and excitement around where their food comes from.

“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. “With this generous contribution from the AgriCommunication Program, AITC-C can bring this messaging into a farther-reaching, digital space.

“With one in nine jobs in Canada in the agriculture and agri-food sector and a growing labour shortage, it’s critical that the next generation of our work force consider agriculture as a viable, exciting and meaningful career path.”

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