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“30 Harvests” Campaign Earns CLUTCH, 1Camera and U.S. Farmers and Ranchers in Action (USFRA) Grand Champion and Best of Show Nods at National NAMA Awards

Docudrama highlighting farmers and the fight against climate change receives highest accolades by National AgriMarketing Association

Kansas City, Mo. (August 12, 2020) CLUTCH, a hybrid consultancy and agency based in Minneapolis, earned Best of Show and Grand Champion honors at the 2020 National AgriMarketing Association (NAMA) Awards for its “30 Harvests” film campaign with the U.S. Farmers and Ranchers in Action (USFRA) and in partnership with film studio 1Camera.

The USFRA-produced short film highlights the urgency needed in the fight against climate change. The docudrama follows the plight of farmer Jay Hill of Dell City, Texas, and farmer and soil scientist Meagan Kaiser of Bowling Green, Missouri, as they articulate the challenges farmers face while embracing the opportunity to meet the increasing demands for sustainability. Thirty harvests quantifies the crop cycles left before 2050, the year the global population is expected to be 9 billion people.

“You can’t underestimate the power of storytelling,” said Kiersten Schroeder, VP, Reputation + Relevance, CLUTCH. “We wanted to approach storytelling in a cinematic way that would break through while driving home the understanding of the potential that exists with U.S. farmers and ranchers.”

The film was released in August 2019 and received over a million views in just the first six weeks. Former Ag Secretaries Tom Vilsack and Dan Glickman penned an editorial together in the Des Moines Register on climate change to coincide with the film launch, while social media and in-depth features in Politico and Civil Eats contributed to the buzz surrounding “30 Harvests.”

“The next 30 years promise to be the most important in the history of agriculture as we march toward the 2050 sustainable development goals,” said Erin Fitzgerald, CEO, U.S. Farmer and Ranchers In Action. “We only have 30 chances, or 30 harvests, to get it right. We had an objective with this film of capturing the passion, hope and very real struggles that our farmers face.”

Jasper Claus is the filmmaker behind “30 Harvests,” and the founding partner of 1Camera in Amsterdam, the Netherlands. CLUTCH and 1Camera partnered on the film and the engagement campaign to drive audiences to the important call to action.

“As a filmmaker, I’m most inspired by real people and their stories,” said Claus. “Each of the farmers we spoke to in preparation of the film shared powerful stories that need to be told, and each holds an important truth for our generation. Farmers and ranchers are already climate action heroes, but they can’t do it alone.”

Both of the farmers featured in “30 Harvests” were impacted by extreme weather events during the production of this film, underscoring the call to action from USFRA. Meagan Kaiser’s farm in central Missouri was flooded due to the historic flooding of the Mississippi River, and Jay Hill experienced a devastating tornado that took out acres of his operation and his irrigation system.

ABOUT CLUTCH

CLUTCH is a hybrid consultancy and agency focused on helping B2B businesses and organizations find and realize their peak potential. As business acceleration experts, everything the firm does is designed to drive the growth of revenue and opportunity. CLUTCH offers a mix of strategic consulting, marketing communications and lead generation, and learning and development services to consistently produce business results for clients. Focus industries include agriculture, food, construction and building materials. For more information visit clutchperformance.com.

ABOUT 1CAMERA

1Camera is an award winning creative video agency, established in 2008, in Amsterdam, the Netherlands. 1Camera brings corporate video to the next level by always searching for the emotion behind the message and the company has been recognized for their emotive storytelling, by Hollywood storytelling guru, Robert McKee. The 1Camera team serves clients around the world in video production, from concept development, research and scripting all the way to production, post production and distribution strategy. 1Camera specializes in three sectors: Food & Agriculture, Tech and Finance.

ABOUT USFRA

U.S. Farmers & Ranchers In Action (USFRA) believes farmers and ranchers uniquely contribute to prosperous communities, nourishing people and a resilient and restorative planet. We are a non-profit dedicated to unprecedented leadership and action by convening farmers and ranchers with food and agricultural leaders to create and lead a common vision to further our sustainable food systems. Learn more at www.usfarmersandranchers.org.

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