$100,000 contribution to the Dirt on Farming initiative

CropLife Canada to partner with Farm & Food Care Foundation

(Guelph) October 31st, 2014 - The Farm & Food Care Foundation, a charity with a mandate to enhance public trust in food and farming across Canada, has received a contribution of $100,000 from CropLife Canada. The entire amount will be put towards the Real Dirt on Farming project which will be launched in November.

The Real Dirt on Farming is a project designed to inform and re-connect the public with the Canadian food system. First published in 2006 and again in 2010, the 2014 booklet, the flagship of the project, will again address consumer questions on animal welfare, environmental practices, economics and affordability, and much more. The new four-year initiative will also include a shorter digest version that will be inserted into Canadian newspapers and magazines, a Canadian geocaching adventure that will commence in 2015 and a speakers’ bureau training program available to farmers across Canada.

Ted Menzies, president and CEO of CropLife Canada, presented a cheque to Ian McKillop, vice chair of the Farm & Food Care Foundation, at the charity’s annual Harvest Gala in Kitchener last night. McKillop noted that this contribution is the largest to date for the project which has also received contributions from individual farmers, agribusinesses and commodity groups from coast to coast.

“The funds committed by CropLife Canada will significantly help to further the reach of our Real Dirt on Farming project,” says McKillop. “Projects like this initiative help to further the Foundation’s efforts to provide credible information on food and farming in Canada.”

The Farm and Food Care Foundation’s goal, says McKillop, is to distribute over one million copies of the booklet in the next four years. Beginning in the next few weeks, the booklet will be distributed to media, politicians, grocery stores, libraries, schools and other audiences across the country.

“As an industry, we are proud to play a role in helping farmers grow safe and healthy foods. Partnering with Farm & Food Care to update The Real Dirt on Farming is one way we hope to help consumers learn more about the exciting – and complex – world of modern farming,” said Ted Menzies, president of CropLife Canada.

The third edition of the Real Dirt on Farming booklet will be released in early November. Training for the Speakers’ Bureau begins in Ontario this fall and will be offered in other provinces in 2015. The national Dirt on Farming geocaching adventure is expected to begin in May of 2015.

Farm & Food Care Foundation cultivates appreciation for food and farming in Canada by connecting farm gates to our dinner plates. Farm & Food Care is a coalition of farmers and associated businesses proactively working together with a commitment to provide credible information and strengthen sustainable food and farming for the future. www.farmcarefoundation.ca

CropLife Canada is the trade association representing the manufacturers, developers and distributors of plant science technologies, including pest control products and plant biotechnology, for use in agriculture, urban and public health settings. www.croplife.ca

For more information, please contact:
Kelly Daynard, Communications Manager, Farm & Food Care 519-837-1326, extension 224; kelly@farmfoodcare.org

Erin O’Hara, Senior Communications Officer, Croplife Canada 613-230-9881, extension 3223; oharae@croplife.ca