YYC Growers share 150 faces of YYC

The face of farming is changing in Alberta, and YYC Growers a Calgary co-operative of 18 urban and small rural farms is inspiring people to reconsider the traditional image of a farmer. It has launched a social media campaign celebrating those who grow and raise our food in and around the city.

The #150FacesofYYC campaign was launched in an attempt to connect Calgarians with those who play critical roles in our local food landscape, one that has consistently been growing and gaining momentum over the past few years.

• Making cannoli runs in the family
• Liisa Hawes doesn't let apples fall far from the tree

"These faces display the optimism that is implicit in our food scene, and essential for being a farmer," says president Kye Kocher.

Kocher also co-ownsGrand Trunk Veggies, named for his neighbourhood of West Hillhurst, which was historically called Grand Trunk. His urban farm is referred to as a SPIN (Small PlotINtensive) operation.

"YYC Growers is, in part, about educating consumers about the farming culture in Alberta, and particularly in this area. When everyone has a front lawn, there's no concrete reality of what food production looks like, and urban farmers have an opportunity to restore that balance."

The campaign features an image of one farmer or producer per day for 150 days, but also aims to recognize and celebrate those who are committed to the principles of sustainability and contribute to our local food scene.

Although it's a busy time of the year for farmers, the initiative is a collaborative effort, with 16-year-old photographer Caleb Marx taking the majority of the images shared on social media.

They're inviting others to share their own images and learn from the hashtag as well.

The group of 18 small farms that make up the YYC Growers + Distributors co-op are mostly urbanbut include some small farms on the outskirts of the city.

They collaborate on projects and support each other on an entrepreneurial level. While each has its own clientele that ranges from restaurants to farmers' markets, all contribute to an 800+ "community shared agriculture" system, in which local households purchase "shares" of this year's harvest. Pickups are scheduled at 14 locations across the city each week. There are still a few shares available for their Summer Harvest Boxes this season.

• Urban Butchers for a new generation
• Ox Bar de Tapas: A taste of Barcelona in the Beltline

The goal of launching a Facebook and Instagram-based initiative was to bring these small producers to the forefront of consumers' minds in a way that's personal, relatable and accessible to everyone particularly useful for small businesses that don't have a PR budget.

"The farmers' face is often lost," Kocher says, "because they're out in the fields, but also because of this urbanizing community people go to the grocery store, or to big markets, and there's not necessarily a farmer there."

"I want Calgarians to know there's a thriving local food economy and food system in Calgary," says Kocher, "and to spread awareness of the vibrant and diverse Alberta food scene. There are a lot of incredible people involved in it I hope people get to know these growers, and interact with our local food community," Kocher added.

You can follow YYC Growers on Instagram and Facebook, or use and follow the hashtag#150facesofyyc.