Growing the Conversation this National Farmworker Awareness Week

Did you know that there are about two million farmworkers in America handpicking 85% of the fruits and vegetables we eat? They are also among the most abused, overlooked, and poorest paid workers in this country.

This week – March 24th through 31st – is National Farmworker Awareness Week. To honor their hard work, we are working with the film Food Chains to ensure better treatment of America’s farmworkers.

Food Chains takes the viewer straight into the heart of the American fruit and vegetable industry and exposes how the big buyers, like Safeway and Publix, keep farmworkers in poverty. This documentary is a poignant and powerful tool to focus community attention on what is happening in America’s fields.


To do just that, we partnered with Bon Appétit Management Company, Earthjustice, Student Action with Farmworkers, the Coalition of Immokalee Workers, the International Labour Organization, Real Food Challenge, and Food Day to use the film to spark conversation in communities across America and online.

Working with these organizations and local networks nationwide, we’ve organized over 60 screenings, each paired with a discussion panel or Q&A.


Don’t live near one of the these 60 screenings? The film is also available only 99cents on iTunes and through

By making the film available at this unprecedented low price online, we’re bringing the conversation to the people it affects the most – those living in rural communities and on low-wages.

Join everyone taking advantage of this deal. It’s a big crowd – they’ve even pushed the film to #1 on iTunes!


Even with a serious subject, there’s always room for a little humor. We’ve created lighthearted graphics to help this crucial conversation reach more people. Get your Facebook and Twitter feeds to encourage your friends to start asking the right questions before they sit down to a meal – How were the farmworkers who picked your food treated?

Luckily, there’s still time to join in FOOD CHAINS online! Go to and buy the movie for 99cents – it will be the most impactful dollar you spend this week!

By Rebecca Stern, Campaign Operations Manager @beckys11
Rebecca supports the development and implementation of film impact campaigns at Picture Motion. For the last two years she served as Campaign Coordinator for the film Escape Fire: The Fight to Rescue American Healthcare, working directly with the award-winning filmmaking team, Matthew Heineman and Susan Froemke. In this role, Rebecca organized large-scale national screening events, developed key campaign partnerships, managed social media and coordinated internal operations for the campaign. Prior to Escape Fire, Rebecca oversaw on-campus marketing for the films Sing Your Song, The Tsunami and the Cherry Blossom, and Living for 32 at UC Berkeley. She has also consulted for various musicians and filmmakers on how to heighten their social media presence and coordinate effective engagement strategies.