Cesar Chavez Film Social Action Campaign Supports the Equitable Food Initiative

Participant Media’s Film Social Action campaign will support the Equitable Food Initiative (EFI) launch of a new system and trustmark to assure consumers that American farms meet rigorous safety standards and treat workers with the same care they give to the fruits and vegetables they grow

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2014-03-30

Cesar Chavez starring Michael Pena, opening March 28th has sparked an alliance between The Equitable Food Initiative (EFI) and Participant Media on a campaign called “Follow Your Food,” aimed at keeping food safe, and families healthy starting in the fields where the food is grown.

Implementing safe food practices, providing education and training to farmworkers, and a fair wage is the backbone of the EFI, a group representing food retailers, growers, NGOs and farm worker organizations. Participant Media is supporting EFI’s efforts through the “Follow Your Food” action campaign aimed at building awareness and support for equitably-sourced food.

“Just as Cesar Chavez raised awareness of the conditions of farmworkers by organizing a boycott that millions of Americans supported, we believe that consumers can advance Chavez’ groundbreaking achievements by supporting the concept of equitable food. We are proud to join forces with EFI on this natural extension of Chavez’ work,” said Chad Boettcher, Participant’s EVP Social Action & Advocacy.

“The Equitable Food Initiative is delighted to collaborate with Participant Media to spread the word about our ‘responsibly grown, farmworker assured’ certification,” says Peter O’Driscoll, Project Director of EFI. “Participant has repeatedly demonstrated a capacity to mobilize movie-goers to act on the issues that move them on the screen. We look forward to helping the audience of ‘Cesar Chavez’ follow their food and support the farmworkers, growers and food companies who are working together to make our produce better for all of us.”

The “Follow Your Food” campaign invites consumers to take the pledge at takepart.com/chavez to support the initiative and promote responsibly, ethically-harvested produce. The program launches with a video, “This is Your Food,” that elucidates the work of EFI and the benefits of equitable food certification. Sharable infographics and other collateral are featured to illustrate the issues related to responsibly grown, farmworker assured food, and the American Farmworker and Food Safety.

Source: Participant Media

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