Glacier FarmMedia teams up with the Canada Agriculture and Food Museum to unleash the Soil Superheroes

Apr 22, 2021 | Press Release

Winnipeg, MB., April 22, 2021. A new partnership between the Canada Agriculture and Food Museum (CAFM) and Glacier FarmMedia will bring critical awareness to an issue that affects us all – soil health and sustainability.

“Healthy soil is essential to our food security, climate, health, and the overall quality of life for all Canadians,” says Kerry-Leigh Burchill, Director General at the Canada Agriculture and Food Museum. “Through this exciting partnership with Glacier FarmMedia, the Canada Agriculture and Food Museum is committed to fostering a greater appreciation and understanding of this finite resource, and the importance of soil stewardship in contemporary agriculture.”

The Museum – one of three under Ingenium – Canada’s Museums of Science and Innovation – offers visitors of all ages the unique opportunity to interact with a working farm in the heart of the nation’s capital, alongside immersive exhibitions, educational programming, and skills demonstrations to support food literacy. Like Glacier FarmMedia, raising awareness about soil health and connecting audiences with sustainable solutions and best practices is a priority for the Museum.

“The Canadian Agriculture and Food Museum and Glacier FarmMedia are aligned in our vision to promote and protect soil health,” says Lynda Tityk, Executive Vice-President, Glacier FarmMedia. “Soil is facing critical issues that impact everyone. Awareness and outreach is timely, critical, and paves the way for all Canadians to work together, which will be vital to protect this resource.”

The Museum will be working with the agriculture industry and soil experts to share the latest soil science and reinforce the essential link between healthy soils and food production. Through on-site and digital programming, their important message about soil sustainability will be shared across farming sectors and with their national audience of over 1 million people.

As a media partner, Glacier FarmMedia will help to launch and promote the initiative which will kick-off with the launch of the Soil Superheroes exhibition. The exhibition provides visitors with an underground perspective on the importance of soil science and conservation through imaginative characters that demonstrate how soil provides humans with food and medicine, cleans the water we drink, and protects our climate. The exhibition will launch at the museum in 2021 before touring from coast to coast with a discovery cart filled with educational resources. The format is designed to spark conversations and curiosity in a broad spectrum of venues with the intention of serving urban centres, remote communities, science centres, libraries or other public venues.

For more information:

Amanda Macfarlane
Director of Corporate Communication, Glacier FarmMedia

Christine Clouthier
Ingenium – Canada’s Museums of Science and Innovation

About Glacier FarmMedia

Glacier FarmMedia, is the agricultural division of Glacier Media Inc., an information communications company focused on the provision of primary and essential information and related services through print, electronic and online media. The Glacier FarmMedia family includes: Canada’s Outdoor Farm Show, the Farm Forum Event, Advancing Women Conferences, The Western Producer, Grainews, Country Guide, Manitoba Co-operator, Canadian Cattlemen, Alberta Farmer Express, Farmtario, Le Bulletin des Agriculteurs, Ag Dealer, Global Auction Guide and Farmzilla. For more information, visit

About the Canada Agriculture and Food Museum

Ingenium – Canada’s Museums of Science and Innovation oversees three museums, one of which is the Canada Agriculture and Food Museum. The museum offers hands-on food literacy demonstrations and immersive exhibitions on a working farm in the heart of our nation’s capital. It showcases milestones in Canadian agriculture which inform and inspire the future of food security and sustainable agriculture. It also highlights the relationship between agricultural science and technology and Canadians’ everyday lives. Visitors to the national site have a unique opportunity to experience hands-on demonstrations, participate in seasonal programs and to see diverse breeds of farm animals as well as technology. Virtual visitors and national audiences are able to access learning modules, experiments, recipes and online programs that feature key issues of our time.

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