OMS Speakers Share Farmland Documentary with Classrooms

The Pork Checkoff’s Operation Main Street speakers are headed back to high schools, technical colleges and junior colleges this fall with a new way to speak out for the pork industry and agriculture. They are showing the new Farmland documentary produced by the U.S. Farmers & Ranchers Alliance and supported by the Pork Checkoff.

“Semester after semester, teachers and professors invite OMS speakers into their classrooms to lead discussion with students to help address misunderstandings about pig farming and agriculture,” said Ernie Barnes, director of industry services and producer and industry relations for the Pork Checkoff. “The Farmland documentary provides another avenue for OMS speakers to help students see firsthand how real farmers raise food today.”

Farmland takes an in-depth look at the lives of young farmers in their ‘20s, including a Minnesota pork producer, who are responsible for running a farming business. The film’s purpose is to help people who have never stepped foot on a farm come away feeling like they now know a farmer. To learn more about Farmland, click here.

The Pork Checkoff’s OMS program was launched in 2004 to strengthen the farm-to-fork connect between producers and consumers. Since then, more than a thousand OMS speakers have been trained and have made more than 8,000 presentations to community meetings, such as Lions Club and Rotary Club meetings; in high schools and colleges to nutrition and culinary students and to veterinary medicine classes; and to professional dietetic associations and other key opinion leader groups.

operation main street

The National Pork Board has responsibility for Pork Checkoff-funded research, promotion and consumer information projects and for communicating with pork producers and the public. The Pork Checkoff funds national and state programs in consumer education and marketing, retail and foodservice marketing, export market promotion, production improvement, science and technology, swine health, pork safety, and environmental management and sustainability. For the past half century, the U.S. pork industry has delivered on its commitment to sustainable production and has made significant strides in reducing the environmental impact of pig farming. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. Importers of pork products contribute a like amount, based on a formula. For information on Checkoff-funded programs, pork producers can call the Pork Checkoff Service Center at (800) 456-7675 or visit