From the core of The Big Apple to the outskirts of the Empire State, New York’s apple industry will come to life in and beyond classrooms starting this fall through a series of live Virtual Farm Trips® (VFTs) featuring the state’s apple growers and orchards.
The trips will be free of charge to all audiences courtesy of a new partnership between the New York State Apple Marketing Order (AMO) Advisory Board in collaboration with the New York State Department of Agriculture and Shift•ology Communication.
Shift•ology will work closely with New York apple growers as an “innovative marketing partner” to amplify their voices in a new and engaging way.
“It’s always a privilege to work with people who are shaping the future of food production, and this partnership reflects the kind of meaningful, values-driven work we strive for,” said Melanie Wilt, APR, founder and CEO of Shift•ology Communication. “Each time we get to help a grower tell their story and connect with a consumer of any age, we improve agricultural and health literacy. And, that’s a win at both ends of the food supply chain.”
Shift•ology’s Virtual Farm Trips program has produced nearly 500 live VFTs reaching over 1.5 million students since 2014.
“As growers, we’re excited to open our orchards to classrooms and families through Virtual Farm Trips,” said AMO Chairman Randy Pratt. “Nothing compares to hearing directly from a farmer about the work and passion behind every apple. This partnership gives us a chance to connect with people in a genuine way and help the next generation understand where their food comes from.”
New York Apple growers will host VFTs for teachers and students, allowing tours and Q&A sessions directly with featured hosts and experts. The events will be live streamed and recorded, and available for free on-demand viewing afterwards at VirtualFarmTrips.com.
“Due to their live, unscripted nature, no two Virtual Farm Trips are ever the same,” said Dan Toland, Shift•ology’s director of virtual experiences. “We welcome New York apple growers to our coalition of partners united in a mission to increase agricultural literacy through authentic, transparent connections and conversations with farmers in an era where traditional field trips are rare.”
Funding for the project comes from assessments paid by New York apple growers through the Apple Marketing Order, which is then administered by the Empire State Department, supported by the New York State Department of Agriculture and Markets.