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AITC Media Centre

Thank you for your interest in learning more about Agriculture in the Classroom Canada (AITC-C) and all the ways we create meaningful connections to agriculture and food for Canadian students. 
 
AITC-C is a charitable organization, operating across the country to deliver accurate, balanced, and current resources showcasing the agriculture and food industry. Our ten provincial member organizations are committed to a cross-Canadian effort to reach educators and students in every classroom in the country. This effort aims to provide programs and resources that bridge the knowledge gap about Canadian agriculture, create curiosity about agri-food careers, and help produce the next generation of informed consumers.
 
We are the national voice for agriculture education in Canada.
 
Please see below for our most current progress reports, brand guidelines, and media contact information. If you have additional questions, please feel free to contact us.

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Media contact

Tracey Shelton

Communications Consultant

Agriculture in the Classroom Canada

tshelton@aitc-canada.ca 

Canadian Agriculture Literacy Month Celebrates Agriculture In Classes Across Canada

March 1, 2024 (Winnipeg, MB) – Agriculture in the Classroom Canada (AITC-C) and its 10 provincial partners are celebrating agriculture in classrooms across the country this month during the 13th annual Canadian Agriculture Literacy Month (CALM).  

With the goal of connecting students with farmers and other agriculture industry professionals, CALM is a national celebration every March to share Canada’s rich agriculture and food story with students from K to 12. AITC organizations in each province will offer uniquely different activities aimed at helping students learn about agriculture in an interactive and engaging way.  

“We want to cultivate curiosity and encourage students to learn more about where their food comes from,” says Mathieu Rouleau, Executive Director of AITC-C. “CALM is a great opportunity to connect students with agriculture and share Canada’s amazing agriculture and food story.” 

A new storybook, All The Farmers You Will Know, will be introduced to younger students during CALM. Written by WS Marketing, it highlights the wonders of the modern farm and the farmers and families who work and live on them. Youth are encouraged to visit www.iamthefuture.ca to use an interactive new video tool to see themselves in a career in agriculture and food.  

Last year, AITC partners from coast to coast created over 184,000 student experiences during CALM. Hundreds of industry volunteers will visit classes across Canada again this March to share presentations, activities and personal stories to help students learn more about agriculture.  Cargill is the presenting partner for CALM and a valued supporter of AITC-C.  

CFA and CAHRC endorse AITC Canada as the leader in agriculture education

February 28, 2024 (Winnipeg, MB) – The Canadian Federation of Agriculture (CFA) and the Canadian Agricultural Human Resource Council (CAHRC) both recognized Agriculture in the Classroom Canada (AITC-C) as the leader in agriculture education by providing official endorsements for AITC-C at the CFA’s annual general meeting in Ottawa today. Last year, AITC-C and its 10 provincial member organizations provided over two million student learning experiences from coast to coast.

“It is with great pleasure that we share our support for the important work that AITC-C is undertaking to educate students and teachers about agriculture,” said Keith Currie, Chair of the CFA. “Our organizations share a common vision for building public trust and helping to ensure a trusted, sustainable, and vibrant agriculture sector in Canada.” 

Currie said the CFA looks forward to continued collaboration with AITC-C and the shared commitment to promoting the importance of agriculture in Canada. For example, both organizations are committed to the National Workforce Strategic Plan for Agriculture, Food and Beverage Manufacturing, which highlights the need to educate the next generation and future workforce about the agriculture industry in Canada. 

Peggy Brekveld, Chair of CAHRC, also demonstrated her organization’s support for the important work that AITC-C is doing to educate and inspire students about agriculture.

 "The National Workforce Strategic Plan clearly points out the need for the work of Agriculture in the Classroom Canada and collaboration amongst industry to raise awareness of the opportunities in agriculture, starting with students at all levels,” says Brekveld. “CAHRC supports the great work of AITC-C on this front and it is with great pleasure that CAHRC formally supports and partners with AITC-C.”

AITC-C promotes careers in agriculture with I AM AG campaign

AITC-C promotes careers in agriculture with I AM AG campaign

November 7, 2023 (Toronto, ON) – Agriculture in the Classroom Canada (AITC-C) has launched an innovative national campaign to inspire and encourage Canadian youth to consider a career in the agriculture and agri-food industry. The campaign was introduced at the Royal Agricultural Fair in Toronto today in celebration of Career Month in Canada.  

 I AM AG is an interactive social media campaign designed to engage the agriculture industry to share their ag pride and highlight their unique role to inspire and encourage students to consider a career in agriculture.  

 “Connecting with youth through this initiative is a great way to educate young people about the importance and impact of agriculture,” says Mathieu Rouleau, Executive Director of AITC-C. “Climate change, food security and labour shortages are some of the pressing issues impacting our industry and we need to inspire the decision makers and leaders of tomorrow – who are in classrooms today – to be part of the solution for a sustainable future.”  

 The campaign, which can be found at https://iamag.ca, uses an interactive, online video tool to engage people who work in the agriculture sector to celebrate and share their uniqueness and highlight the role they play in the industry. They are encouraged to share their AI-generated video on social media using the hashtag #IAMAG to promote the diversity of careers in agriculture. The youth-facing version of the tool links students to suggested careers in agriculture based on their own unique attributes. 

 “One in eight jobs in Canada is in the agriculture and agri-food industry and we must ensure those jobs are filled and grow in the future,” says Rouleau. “There is a world of opportunity, and we want to encourage the next generation to be a part of this vibrant and diverse industry.” 

 With a vision to create meaningful connections to agriculture and food, AITC-C is the national advocate for agriculture education, representing a collective of 10 provincial member organizations who deliver agriculture education on the ground across Canada. AITC-C is the umbrella organization connecting the national network to facilitate sharing and collaboration and deliver accurate, balanced, and current resources. Visit aitc-canada.ca to learn more.  

AITC-Canada introduces new Executive Director

November 6, 2023 (Headingley, MB) – Agriculture in the Classroom Canada (AITC-C) welcomes Mathieu Rouleau to lead the organization as Executive Director effective November 6.  

Based in Quebec, Rouleau brings a combination of leadership, agriculture and finance experience to the role. While working in the finance sector, he co-founded École-O-Champ, a non-profit organization dedicated to agricultural education and AITC-C's member organization in Quebec. With a background deeply rooted in agriculture, Rouleau grew up on a dairy, cash crop and maple syrup farm and holds a Bachelor in Agricultural Economics, Agricultural Business and Agronomy from McGill University.  

After starting École-O-Champ as a student project, Rouleau has grown it into a well-recognized organization, successfully growing the budget tenfold, expanding youth experiences throughout Quebec, and cultivating a motivated and engaged team. In his new role with AITC-C, Rouleau will focus on implementing a new three-year strategic plan and continuing to build strong relationships with the agriculture and food industry to allow AITC-C to grow and thrive.  

“We are thrilled to have Mathieu take on the leadership role at AITC-C,” says Rebecca Sooksom, Chair of AITC-C. “A passionate champion of ag education, he was instrumental in establishing École-o-Champs and furthering agriculture education in Quebec and I know he will strengthen our commitment to getting agriculture into classrooms across Canada.” 

“I’m excited to lead a national team and collaborate with our provincial members to educate and empower Canadian youth with essential agriculture knowledge and skills in both official languages,” says Rouleau. “Tomorrow’s leaders are in the classroom today and it is critical they understand the importance of agriculture to nourish and grow our industry for the future.”  

Last year, AITC-C and its member organizations provided over two million student learning experiences through programs and initiatives across the country. AITC-C recently released its annual progress report at https://aitc-canada.ca/en-ca/news-events/impact-reports

With a vision to create meaningful connections to agriculture and food, AITC-C is the national advocate for agriculture education, representing a collective of 10 provincial member organizations who deliver agriculture education on the ground across Canada. AITC-C is the umbrella organization connecting the national network to facilitate sharing and collaboration and deliver accurate, balanced, and current resources. Visit www.aitc-canada.ca to learn more.  

AITC-Canada partners with McCain Foods to kick off Career Month

November 1, 2023 (Headingley, MB) – Agriculture in the Classroom Canada (AITC-C) has partnered with McCain Foods to encourage high school students to explore the endless career opportunities within agriculture in celebration of Career Month in Canada. 

To kick off Career Month, an annual national event celebrating the importance of accessing meaningful work, high school students across Canada were invited to participate in Explore the Possibilities, a virtual career exploration event designed to discover the opportunities to work in the agriculture and agri-food sector.  

This morning, the Explore the Possibilities event featured a panel of four McCain employees with diverse backgrounds who shared their career journeys and insights to inspire students to consider a career in agriculture. AITC-C moderated the event, highlighting the variety of careers and opportunities at McCain, a leader in Canada’s agriculture and agri-food industry and the world’s largest manufacturer of potato products.  

“Agriculture is requiring ever more diverse skill sets as we see exciting new technologies coming into the industry and use data to improve efficiency on farm and throughout the entire supply chain,” said Daniel Metheringham, Vice President Agriculture & Sustainability North America Potato. “People are key to pushing forward the industry, and there is an array of exciting roles available to help transform sustainable farming and the future of food.” 

“The future of agriculture is sitting in classrooms today,” says Sara Shymko, Interim Executive Director of AITC-C. “Thanks to the support of valuable partners like McCain Foods, we want to inspire the next generation of big thinkers, decision-makers, and leaders to be part of agriculture’s future.” 

More than 3,300 students from 58 schools across the country participated in the virtual panel earlier today. Teachers can still share the panel with their classrooms by accessing the link at AITC-C's YouTube channel.

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