Canada’s Outstanding Young Farmers Program is designed to recognize young farmers that exemplify excellence in their profession. We learned that young farmers generally feel they don’t deserve recognition for what they are doing since to them, it’s “just” a job. In reality, they are incredible innovators — pushing the boundaries of conventional agriculture. At a time when the industry is dealing with the lasting effects of a global pandemic, many environmental pressures and a shifting global political situation, we wanted to ensure that these amazing young farmers are recognized for their work. Through this campaign, we’re giving young farmers the confidence to ‘flip the narrative’ and see the real value of everything they do by urging others to nominate them for what they truly are—Outstanding.