Canadian Food Focus recently released a series of reels to help non-farming consumers relate to farmers and life on the farm.
The videos feature Tiffany Martinka and her family who raise chickens and crops on their farm in northeast Saskatchewan. The project is a collaboration with Aspen Films, the Chicken Farmers of Saskatchewan and with support from Agriculture and Agri-Food Canada’s Sustainable Canadian Agricultural Partnership.
“We wanted to do something a bit different with these reels,” said Dorothy Long, Managing Director of Canadian Food Focus. “The videos focus on Tiffany as a person: her interest in fashion, the importance of family, the challenges of managing work and three kids’ activities, getting a meal on the table, and so on. It’s so important to recognize that consumers first have to be interested before they’re going to be ready to learn more about the specifics of farming.”
The videos use a “show versus tell” approach so viewers can learn without feeling they’re being lectured. For example, one video includes a shot at the end of the solar panels on the Martinkas’ barns. By not making a big deal, it better communicates that solar panels are just a normal part of many farms.
“We don’t necessarily need to always speak to the fact that environmental sustainability is important to farmers—often it is more powerful to simply show it,” Long said.
The 6 reel series also shows the importance of animal welfare, biosecurity and family farming but more through the lens of shared values. They were shared on several of Canadian Food Focus’ social media platforms including Instagram, Facebook, YouTube and TikTok in early June 2024 and within one month had over 30,000 views (and still growing).
Share the videos and help spread the word to the non-farmers in your networks! Follow us @CDNfoodfocus.
Penny Eaton
Managing Director, Stakeholder Relations, Farm & Food Care Saskatchewan
Penny Eaton is a farm girl turned communications specialist who works to answer consumer questions about farming and food production. At Farm & Food Care Saskatchewan, Penny manages stakeholder relations, coordinates events and communications projects and oversees funding requests and reporting.
Before joining FFC SK, Penny established her own consulting firm, providing writing and communications services to a wide base of clients. She earned her Bachelor of Arts degree at the University of Saskatchewan and is originally from a farm near Rosetown, Saskatchewan. She’s a proud Riders fan and probably takes Halloween a little too seriously.