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 The Real Dirt on Farming a valued resource for Canada Beef Canada Beef has long been a supporter of the national publication called The Real Dirt on Farming. Published by Farm & Food Care, the initiative helps Canadians connect with their food and the farmers that produce it. The publication uses stories and credible science to address common questions and misconceptions about Canadian food and farming and tackles timely subjects like climate change and food security. It also covers topics such as the relationship between grazing animals and the environment and careers in the agri-food sector. Two beef farmers and a beef researcher are included among the 32 career profiles currently featured. A major partner since 2014, Canada Beef contributes to the production and distribution of the publication and both provides content and reviews external content containing information about raising cattle in Canada. Joyce Parslow, Canada Beef executive director, consumer marketing, said The Real Dirt on Farming is an important educational piece for media and influencer communications as well. “Canada Beef will include the 2020 edition in every Ground Beef Tool Kit released to culinary schools through our Channel Marketing Team this year, and it is part of the new Cooks the Books Educational Resource Hub we developed with Taste Canada for Canadian culinary students and food professionals,” she noted. That new hub contains Canada Beef resources that boost awareness of the many health and environmental benefits of beef and sustainable cattle production.  Since 2006, more than five million copies of The Real Dirt on Farming have been distributed across Canada. The fifth and latest edition, published in 2020, has both a French and English 60-page full edition, and French and English 12 page digest versions, available for ordering through www.RealDirtonFarming.ca. Last fall, more than 210,000 copies of the booklet along with a full-page advertisement promoting the publication were placed in the National Post and affiliate national newspapers across the country. Additionally, copies were mailed to all members of Dietitians of Canada, all Canadian Members of Parliament and Senators, and all Members of Provincial Parliament in Ontario. Farm & Food Care contracted Agriculture in the Classroom Canada to produce an Educators’ Resource to accompany the booklet. This new initiative is available at www.RealDirtonFarming.ca/educators with physical copies being available to order. The resource gives students and teachers the opportunity to dig deeper into the latest edition of the publication. Each Agriculture in the Classroom organization in Canada received complimentary copies to distribute and the booklet has been downloaded from the website 1,400 times. Canada Beef is pleased to count itself among the farm groups, companies and agribusinesses across Canada providing support to The Real Dirt on Farming. - With files from Amber Anderson, Communications Manager, Farm & Food Care Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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