Everyone is connected to agriculture.

This connection comes in the form of the food we eat, the beverages we drink, the clothes we wear, to the materials used to build our homes. Agriculture is truly the industry that feeds, fuels, and clothes our world. But with the average American being two to three generations removed from the farm, the gap between the public perception of agriculture and reality is ever growing. Even more troubling is the lack of knowledge when it comes to the basics of agriculture. For example, elementary school students will insist that chocolate milk comes from a brown cow and that their food comes from the grocery store. And even older audiences are at risk to make uninformed assumptions about our industry, as well as, gather information from untrustworthy sources. This leads to poor choices when it comes to their food, their votes in forming legislation that affects agriculture, and other harmful misconceptions. If we look at the average citizen, they believe possibly the most universal fallacy of all, that agriculture involves just cows, plows, and sows. Agriculture is so much more. The lack of agricultural education and awareness in America is an issue. This is a growing need, one that continues to expand with each and every person, each and every day. It is a need that will be devastating if left unacknowledged and an issue that demands our attention.

Today the average farmer produces food and fiber for 155 other people and that is with our current world population at 7.4 billion, but by the year 2050 our population is expected to exceed 9 billion. Consumers in our world need to understand that we are in a period of rapid globalization and change, with increasing and ever-changing demands placed on agricultural and environmental systems worldwide.  Accounting for agricultural production, energy consumption, environmental impact, and several other variables will be key if we aspire to sustain the health and well-being of our world’s growing population.  To address these problems, we will need leaders and complex, adaptive problem-solvers who can think broadly and boldly.  This seems like a large order to fill, but agriculturalists everywhere are rising to meet the challenge. Americans are fortunate enough to enjoy the most affordable, abundant, and safest food supply in the world, thanks in large part to the efficiency and productivity of America’s farm and ranch families.

This is the charge of AgriCapture. We exist to share the powerful, personal narratives of American farmers and agriculturalists while developing consumer understanding of the needs associated with a population expected to exceed 9 billion. AgriCapture will be a storytelling organization that aims to address the complex and challenging issues facing humanity and putting a face to the people who are taking on the challenge to feed the world. Through innovative approaches to the challenges associated with sustaining food production, protecting health and environmental quality, and preserving our economic and social structures, we can ensure our wellbeing. Through innovative dialogue, initiatives, research, and advocacy efforts, we can create a foundation for addressing the challenge. We envision addressing three topics with coverage developed across the three major sectors: academic, private/industry, and population. Our overall goal with the documentary is to empower the human race to take action in addressing the unstructured, complex and adaptive challenges (i.e., sustainable development and food security) we face as a global community and supporting our farmers in what they truly do by ultimately encouraging a paradigm shift.

It is said that only 2% of the U.S. population is directly involved with production agriculture, and each member of our team here at AgriCapture has been fortunate enough to be part of that 2%.  We consider ourselves extremely privileged to be a part of that 2%, but we also understand that with such privilege comes a great responsibility to communicate the importance and value of agriculture to others. We are agriculturalists at heart and communicators by trade which has led to our passion and commitment to carrying out AgriCapture. We invite you to join us in tackling humanity’s ultimate challenge by showcasing real stories and conversation on real problems for real people. We need your assistance through your initiative to help our world gain an understanding of concerns related to population fluctuations including issues related to economics, environment, food, health, and social systems.