Closing the gap between consumers and the farm
By Tracey Arts, Director, Ontario Federation of Agriculture
For most Ontarians, food begins at the grocery store or on a restaurant menu. But behind every meal is a much bigger story: one that starts on farms across the province and involves careful decisions about animal care, environmental stewardship, food safety and quality.
As consumers become more interested in how their food is produced, trust matters more than ever. People want to know not just what they’re eating, but how it was grown or raised, and who is behind it. That understanding doesn’t happen automatically; it comes from real conversations, real experiences and real connections with farmers.
That’s where Farm & Food Care Ontario (FFCO) plays such an important role, and why the Ontario Federation of Agriculture (OFA) has been a proud founding member from the organization’s beginning.
My family and I farm near Thamesford between Woodstock and London. I’m a board director with the OFA and I’m also a member of Farm & Food Care.
At its core, FFCO’s work is about building trust — connecting farmers and consumers in meaningful, transparent ways. It’s about opening the door to agriculture and creating opportunities for people to ask questions and learn and see for themselves how we grow, raise and produce food right here at home.
With the support of partners like OFA, Farm & Food Care is able to reach millions of Ontarians with real stories from real farmers. From digital campaigns and classroom resources to immersive virtual farm tours and major public events, Farm & Food Care creates opportunities for conversations that matter.
In 2025, for example, the Faces Behind Food campaign connected with more than 14 million people through its GO Transit and TTC billboards, Ask-a-Farmer questions, and posts on Facebook, Instagram and TikTok.
Every year, new tours are added to their library of virtual Ontario farm tours at FarmFood360.ca, which offer a window into local food production to more than a million viewers annually.
That kind of impact is only possible because farmers are willing to step forward and share their stories. Across Ontario, OFA’s board, staff and local federations are proud to support FFCO by volunteering at events, hosting tours and engaging directly with the public.
FFCO has worked closely with OFA over the past year to deliver workshops for farmers around the province to help them build confidence in public speaking, answering questions and telling their own stories in their communities, schools and social networks. Those efforts are helping ensure more farmers feel prepared to engage in conversations about how food is produced and to share their experiences in a clear, authentic way.
Events like Breakfast on the Farm are a great example of putting this into practice. For many visitors, it’s their first time on a working farm — a behind-the-scenes chance to see how animals are cared for, how crops are grown and to ask the questions they’ve always wondered about while enjoying a locally sourced breakfast.
This year, we’re especially excited that OFA President Drew Spoelstra will be hosting Breakfast on the Farm on his family’s farm in Binbrook on June 13. Visitors can get up close with farm animals like dairy cows, beef cattle, and Clydesdale horses; learn how robots can feed and milk cows, see tractors and farm equipment in action, and meet and chat with local farmers.
These kinds of unique experiences leave a lasting impression and help build a deeper understanding of modern agriculture.
Our partnership with FFCO is also strengthened by the leadership of individuals who believe deeply in this work. As someone who has been involved with FFCO both through OFA and as an individual member for many years, I’ve seen firsthand the difference public outreach makes and how important it is that we all work together to support farming and food production in Ontario.
I have seen how important proactive, transparent communication is in shaping public understanding of modern agriculture and food production. That’s why I’m running for a seat on the Farm & Food Care board this spring.
Partnerships like the one between OFA and FFCO remind us that we are stronger when we work together. When people understand where their food comes from, confidence grows — in farmers, in the food system and in the future of agriculture.
