Ag for Life’s What’s in the field initiative launches website, invites producers to share their stories

Ag for Life’s What’s in the field initiative launches website, invites producers to share their stories

(Calgary, February 28, 2018) – Working in collaboration with farms, ranches and program partners, Agriculture for Life is proud to announce some exciting additions to the “What’s in the field” program as it enters its third successful year.

“We are proud to unveil, a brand-new way for Albertans to learn about this program and the value that agriculture provides,” explained Ag for Life CEO Luree Williamson.  “After seeing our signs in the field, people can visit our website to learn more about their food, the producers who grow it, and the importance of those crops and livestock to our sustainability, economy, and food system.”  

“What’s in the field” is a program that helps Albertans learn where their food comes from in a new and identifiable way. In partnership with willing producers and engaged municipalities, Agriculture for Life sends out signs that identify which crop and/or livestock breed(s) are located in a farm field. With sponsorship support, the signs are printed and delivered to producers at no cost and are visible from primary and secondary highways.

In collaboration with many producer-represented organizations, “What’s in the field” also contains in-depth information on its website about the crops/livestock that are in those fields – from wheat and barley to canola and cattle.

"We believe this is a great opportunity for our clients to help create an education and awareness of how their work contributes to the economy of Alberta,” said Meghan Phillips, Sponsorship Coordinator of Agriculture Financial Services Corporation (AFSC), What's in the Field's newest program partner. “We encourage our clients to share their information regarding their fields, which will help consumers understand which crops and livestock are raised in our province and how they help secure the continuity in the food production chain.”

“No longer will passersby have to wonder “What’s in that field?” Thanks to our campaign, they will know and feel connected to what is there,” added Williamson.

Sponsors can learn more about supporting the campaign by emailing Farmers and ranchers can participate by signing up online to receive their field signs at


About Ag for Life

Ag for Life has the mandate to deliver educational programming designed to improve rural and farm safety while building public understanding around the agricultural industry.

What's in the field is made possible through the funding and commitment of companies that employ almost 20,000 people in more than 350 Alberta communities, including AdFarm, ATCO Group, AFSC, Glacier FarmMedia, Nutrien Ltd., Rocky Mountain Equipment, TransCanada Corporation, UFA Co-operative Limited, Alberta Wheat Commission, and Alberta Canola. 


For media inquiries, please contact:

Luree Williamson


Ag for Life

403 862 5688 |