Press Releases

Four year goal reached in 15 months


One million copies of The Real Dirt on Farming distributed across Canada.

(Guelph) January 21, 2016 - One million copies of The Real Dirt on Farming booklet have now been distributed across Canada. The milestone was reached just 15 months after the booklet's publication.

The Real Dirt on Farming, available in English and French, is a national initiative led by Farm & Food Care Canada and its provincial associations in Ontario and Saskatchewan.

Recognized with top place awards from both the Canadian Farm Writers' Federation and the Canadian Agri Marketing Association, the 52-page booklet is written to answer Canadians' questions about food and farming, tackling topics like pesticides, antibiotics, hormones and GMOs head on.

It provides basic facts on topics such as the differences between conventional and organic products, pesticide use, animal welfare and animal housing, environmental sustainability, technology and many other subjects that consumers indicated were important to them in a poll done by Farm & Food Care. The goal of the booklet is to help readers make informed decisions about their food purchases.

When the booklet was first released in November 2014, the distribution goal was for one million copies over four years. With help from funding and distribution partners from coast to coast, that goal was reached this week.

Bruce Christie, Chair of Farm & Food Care Canada said, "We've come a long way from the first edition of the booklet in 2006 where we distributed about 15,000 copies."

He added, "We've been so appreciative of the support from agribusinesses, farm organizations and individuals that have come forward to pledge funds and distribution assistance for this project. There's a real need for accurate information about modern food and farming practices and this publication does just that."

Kelly Daynard manages the project on behalf of Farm & Food Care. She said that she's pleased to see the country's entire agricultural community rally behind this initiative. "We've seen everything from farmers who have hand-delivered copies to the waiting room of their doctors offices and lawyers to agri-businesses that have ordered thousands of copies for their staff and customers," Daynard said.

She added that the examples also include an Ontario Junior Farmer club that purchased 5,000 copies to hand out at events in its region, Farm & Food Care Saskatchewan that inserted 350,000 copies of the digest version into shopping bags in Co-op grocery stores and the PEI Federation of Agriculture that inserted 20,000 copies in the Charlottetown Guardian.

Since the release, copies have also been mailed to politicians across Canada, dietitians, schools, professional home economists, media, grocery store and butcher shop owners and other target audiences. The digest was also inserted in The Globe and Mail in March of 2015 and will be distributed to National Post readers in the spring of 2016.

Farm & Food Care Canada is now working towards distribution of the next million copies. Farmers and those working in Canadian agriculture are encouraged to identify people who should have a copy of this book and ensure they get one. To order copies of The Real Dirt on Farming go to


Farm & Food Care 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.

For further information:
Kelly Daynard Communications Manager, Farm & Food Care
(519) 837-1326 x224