Alberta dairy farmer Jason Crozier has made his screen debut as part of Alberta Milk’s short film in a campaign called Farm to Table.
In the video, he shows Edmonton chef Blair Lebsack of RGE RD around his fifth-generation farm and they connect over locally produced food.
Crozier, a dairy farmer who farms with his brother at Namao, just outside of Edmonton, said Alberta Milk approached him about the project and he was happy to take part.
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“It was a marketing campaign that they were working on to give a local feel to the dairy industry. They got in touch with me, and it seemed like a good fit,” he said.
The campaign was created to showcase locally produced food and the people behind it.
Crozier, whose operation milks 200 cows, said it was different to start the day waking up to a camera crew on his place.
“I think it’s important for somebody in the industry producing milk to let people know what’s going on at a dairy farm. It was a fun day. We had Blair Lebsack from RGE RD who was with me most of the day, so it was nice to get to know him and share what he’s doing and preparing the food,” he said.
In the video, Crozier shows Lebsack around the farm, emphasizing his animal care practices.
The campaign was developed in collaboration with creative agency ONE23WEST who partnered with Edmonton-based production company Cooper & O’Hara. The film features music from Albertan band Scenic Route to Alaska.
Crozier said it’s important to let people know where their food comes from.
“I think people are very curious about where their food comes from. But I don’t think a lot of them know how it is done. It seemed like everybody grew up on a farm 100 years ago, so everybody had a feel for how their food was produced. But as the cities grew, more people grew up in cities, and got further away from the farms,” he said.
He said when he speaks to people about farming, they get quite intrigued and curious about what happens on the farm day to day.
Crozier said the film gives the message about quality local food with a broader reach than Alberta Open Farm Days.
Some people still have food security in mind, especially after the events of the past few years.
“There’s a real feeling, if you’re watching the media with the trade disagreements and the unrest in the world and COVID and all the things that we’ve come through in the last little while, I think it’s important that we have an extensive view of our own food security,” he said.
Crozier said when people support his business, the money eventually goes to other local businesses. In his case, money trickles down to several other sectors including veterinarians, feed companies and tractor dealerships.
“I think it’s pretty important that we have a secure food source that is close to home,” he said.
“With all the unrest and the uncertainty, it’s pretty nice to know that we can produce clean, healthy food right in our own backyard.”
Crozier lives right beside a vegetable market garden, and he’s seen the market grow over the last 10 years.
“We can produce a lot of food in Alberta. We don’t necessarily need to bring everything in,” he said.
Crozier has had some feedback from the campaign.
“All of my friends are seeing it,” he said. “All of a sudden, I’m getting quite a bit of feedback. It’s obviously family and friends who have gotten back to me, but they’re stoked about it, and they feel we did a good job. And everybody seems happy about the idea of buying local, it seems to be a trend. People are more aware of it right now.”
The film can be seen on Facebook, Instagram and during Netflix’s commercials. It can also be found on YouTube and on Alberta Milk’s website at http://www.albertamilk.com/farm-to-table
