Hundreds of thousands of views on long-form farmer interviews, and farms that had only ever advertised in the newspaper now running their own pages. PFGA represents around forty Manitoba fruit farms. The job was making a whole industry visible, not one farm at a time.
PFGA is a nonprofit representing fruit growers across the province, so the brief was nothing like a single farm. Attract new customers to different farms each season, show members what the association is worth, and explain where fruit comes from before it reaches a grocery shelf. When one farm is out of season another one isn't, and now there's somewhere to send people.
I went to their November conference and spent it talking to growers. Many had built their businesses entirely on newspaper ads and were openly unsure about social media, so teaching it became part of the work. Farms that had never posted are running their own pages now, and we're seeing growth across those pages as the network grows. That's the part I'm proudest of.
The biggest campaign of 2025 was interviewing four farms about who they are and what they do. You won't catch these growers doing trendy skits, and they don't need to. The videos ran long and unhurried and pulled hundreds of thousands of views, because the growers know their subject and care about it, and that reads on camera in a way a fifteen-second trend can't fake.
I sit down with owners podcast-style and cut from a real conversation instead of a written line. It keeps people sounding like themselves. It's also how I learn how an organization actually works, and across a province and forty members, that's the only way to build something that holds up.