Closing the gap between consumers and the farm

By Tracey Arts, Director, Ontario Federation of Agriculture

For most Ontarians, food begins at the grocery store or on a restaurant menu. But behind every meal is a much bigger story: one that starts on farms across the province and involves careful decisions about animal care, environmental stewardship, food safety and quality.

As consumers become more interested in how their food is produced, trust matters more than ever. People want to know not just what they’re eating, but how it was grown or raised, and who is behind it. That understanding doesn’t happen automatically; it comes from real conversations, real experiences and real connections with farmers.

That’s where Farm & Food Care Ontario (FFCO) plays such an important role, and why the Ontario Federation of Agriculture (OFA) has been a proud founding member from the organization’s beginning.

My family and I farm near Thamesford between Woodstock and London. I’m a board director with the OFA and I’m also a member of Farm & Food Care.

At its core, FFCO’s work is about building trust — connecting farmers and consumers in meaningful, transparent ways. It’s about opening the door to agriculture and creating opportunities for people to ask questions and learn and see for themselves how we grow, raise and produce food right here at home.

With the support of partners like OFA, Farm & Food Care is able to reach millions of Ontarians with real stories from real farmers. From digital campaigns and classroom resources to immersive virtual farm tours and major public events, Farm & Food Care creates opportunities for conversations that matter.

In 2025, for example, the Faces Behind Food campaign connected with more than 14 million people through its GO Transit and TTC billboards, Ask-a-Farmer questions, and posts on Facebook, Instagram and TikTok.

Every year, new tours are added to their library of virtual Ontario farm tours at FarmFood360.ca, which offer a window into local food production to more than a million viewers annually.

That kind of impact is only possible because farmers are willing to step forward and share their stories. Across Ontario, OFA’s board, staff and local federations are proud to support FFCO by volunteering at events, hosting tours and engaging directly with the public.