New OFA partnership brings ag stories to Ontario consumers

By Mark Reusser, Executive Member, Ontario Federation of Agriculture

Telling the story of agriculture and food production has never been more important. With increasing misconceptions and concerns about agricultural practices, we all know the need to share the story of our industry. The Ontario Federation of Agriculture (OFA) is teaming up with Bell Media in a program called Fields to Forks that showcases positive stories about modern agriculture that produces safe, nutritious food, grows our economy as an innovative industry and cares for our environment.

Fields to Forks is a new initiative to show modern agriculture to rural and urban audiences in southwestern Ontario. OFA is partnering with Middlesex Federation of Agriculture, Western Fair District and the County of Middlesex Economic Development on Fields to Forks to provide sources and background for agricultural stories that will be featured on Bell Media TV, radio and online channels in May and June. This partnership is a new opportunity to show Ontario households what modern farming looks like and work to improve consumer perceptions about the agriculture and agri-food industry.

OFA believes the Fields to Forks campaign is an opportunity to show consumers that today’s modern farms are innovative, dynamic and technically savvy. The Fields to Forks campaign will provide consumers with interesting, informative and entertaining stories aimed at positively influencing the public perceptions of agriculture. We’ll also be able to track attitudes, awareness and knowledge of Ontario agriculture and modern farming practices through the campaign.

Digital communications has given everyone the ability to share their stories and opinions. Many farmers and agricultural organizations are also using these technology tools to engage with consumers. OFA is looking forward to adding another positive angle to the stories about modern agriculture and our family farms through the Fields to Forks campaign.

Source: OFA