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IAmAG Campaign Launch

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.  

For more information, contact:  

Tracey Shelton 

Communications Consultant 


“Connecting with youth through this initiative is a great way to educate young people about the importance and impact of agriculture,”