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Celebrating Our Food Story with Young Educated Millennial Moms

By Krystal Aulie, Provincial Ag Awareness Specialist, Saskatchewan Ministry of Agriculture

I’d like to introduce you to Emily. Emily is a 35-year-old woman with two young children. She has a university degree and works as a dental hygienist. She is actively involved on her community council and is always busy running kids from activity to activity. Emily is a YEMMie – a Young, Educated, Millennial Mom – and she represents a demographic that is tremendously influential when it comes to food.  

This year’s Agriculture Month, with the Our Food Has a Story theme, is designed to engage YEMMies in values-based conversations through trusted spokespeople and social media.

As the provincial organization focused on speaking directly to consumers, Farm & Food Care Saskatchewan will be hosting the Our Food Has a Story website and will be actively engaged in social media. They’ll also be hosting Meet a Farmer Day on October 22 at 11 Saskatchewan Co-op Stores, and distributing copies of The Real Dirt on Farming through Co-operators Insurance agencies and Western Development Museums. Some YEMMies may also find their agriculture infographic decals on food court tables at the Victoria Square Mall in Regina and on posters at the University of Saskatchewan. A crop and dairy farm tour is also planned for dietitians and other health professionals, significant ‘influencers’ of this demographic.    

Another way we are working together to reach YEMMies, is targeting their children. This October, Agriculture in the Classroom is helping more than 5,000 Grade 1 to 3 students explore Saskatchewan-grown foods. Students will each be given a reusable meal placemat and challenged to share their personal food story – then encouraged to take their placemats home to have the conversation with their families (specifically, their young, educated, millennial moms!).

Agriculture Month is a time to celebrate – but it’s also the perfect opportunity to amplify our efforts to build trust in modern agriculture. By working together as an industry, we are maximizing our collective resources and strategically connecting with those whose voices and perceptions matter.

Agriculture Month celebrations kicked-off on September 29, with a launch event at a YEMMie hot-bed in Saskatoon – a Federated Co-op grocery store. 

For more information about what’s going on during Agriculture Month, visit To learn how you can support efforts to connect food and farming, visit

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