From FCC Express, By Trudy Kelly Forsythe
4-H Canada has a new logo. The 102-year-old youth development organization unveiled the update – the first in more than 50 years – at its annual general meeting in Fredericton, N.B., on June 11.
Sporting a maple leaf at its centre, the new logo is part of a major rebranding for 4-H Canada to make it more relevant to today’s youth.
“Agriculture has changed dramatically since 1913, and so has 4-H,” says Shannon Benner, chief executive officer of 4-H Canada. “We need to talk to young people today in the language that they speak and the brand is part of packaging 4-H to this generation of young people.”
As well as a new logo, 4-H Canada has been busy developing and implementing new programming, including an increased focus on science and technology. In fact, its science and technology programs grew 30 per cent over the past year, according to Benner.
In May, 4-H Canada presented its first ever awards for outstanding projects related to sustainable agriculture and food security at the Canada-Wide Science Fair. Beginning in 2016, 4-H clubs will hold competitions for an opportunity to compete at the national fair in what traditionally only allowed provincial teams.
Another area of focus is developing globally-minded citizens. This is at the forefront for the organization as it prepares to pilot its Going Global program with a service learning opportunity in Ghana in 2016 and to host the Global 4-H Summit in 2017.
4-H supporters are optimistic about the future of the organization and its members.
“4-H members are well positioned as we look ahead to the opportunities in Canadian agriculture,” says Lyndon Carlson, senior vice-president of marketing for Farm Credit Canada. “Along with their extremely employable skills of teamwork, leadership and communication, members possess a deep understanding of agriculture and a desire to innovate.
“The future of agriculture is in good hands.”