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MORE ON NAMA'S GRAND CHAMPION AWARD GOING TO USFRA, CLUTCH & 1CAMERA
Source: CLUTCH Performance news release

Kansas City, MO - 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.




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