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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.


Media contact

Tracey Shelton

Communications Consultant

Agriculture in the Classroom Canada 

AITC Canada Launches Season 3 of the Great Canadian Farm Tour

April 11, 2024 (Winnipeg, MB) – Agriculture in the Classroom Canada (AITC-C) and its 10 provincial members are taking students on virtual tours of farms and growing operations in every province this spring with Season 3 of the Great Canadian Farm Tour (GCFT).

This year, the season kicks off with a tour to an alpaca farm in Ontario on April 11 and includes tour stops through the month of May to explore vertical farming in BC, see a cricket operation in Manitoba, learn about greenhouse operations in Quebec and Nova Scotia and experience oyster farming in PEI. There is something new for everyone to learn about Canada’s rich agriculture story from coast to coast.

“Over the past two seasons, we have virtually travelled coast to coast visiting farms in each province with our provincial partners and there is still so much to explore thanks to Canada’s amazing agriculture industry,” says Mathieu Rouleau, Executive Director of AITC-C. “The tours are a unique way to connect students with farmers to experience what it’s like on farms across Canada and learn more about the important role agriculture plays in our lives every day.”

Launched in March 2022 to celebrate Canadian Agriculture Literacy Month (CALM), the GCFT has created over 840,000 student experiences with 21 virtual farm tours over the last two years. The GCFT provides the opportunity for students and educators to connect and interact with Canadian farmers and food processors, who are eager to tell their stories of how they are working to produce safe, nutritious, and sustainable food.   

FCC is the presenting partner for the GCFT and a valued supporter of AITC-C.

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AITC-Canada Partners with CropLife Canada to Develop Resources for Educators

April 9, 2024 (Winnipeg, MB) – Agriculture in the Classroom Canada (AITC-C) has partnered with CropLife Canada to develop three curriculum-linked resources for educators and students across the country. 

 The interactive and engaging resources aim to help Grade 10 and 11 students explore some of the realities of modern farming by seeing what it takes to successfully grow carrots, turnips and potatoes. The resources draw on CropLife Canada’s Real Farm Lives documentary web series, which was created to showcase the work and lives of farm families across the country. Season 3 of Real Farm Lives, which the resources are focused on, features the McKenna family from Prince Edward Island, who are deeply committed to growing high-quality food for their family and families across the country while leaving the land in better condition for the next generation. 

 “Teachers play an instrumental role in shaping the future of our next generation by guiding students towards a deeper understanding and appreciation of the vital role agriculture has to play in our lives,” said Mathieu Rouleau, Executive Director of AITC-C. “By fostering a deeper understanding of our agriculture and food system, we empower students to become informed citizens and stewards of our planet’s future.”

 AITC-C and CropLife Canada both believe in providing accurate, balanced and current information to educators to promote agriculture education in Canadian classrooms. Resources like these help students build knowledge around key ideas such as food preparation, food waste and crop protection. 

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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 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, 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 to learn more.