4-H Canada unveils brand evolution as youth program prepares members to meet opportunities, challenges of next century

OTTAWA – June 11, 2015 – 4-H Canada today unveiled a bold new look with an updated clover logo that will help drive the iconic youth development organization into its next century of shaping lives and building leaders. The new clover, which sports a maple leaf at its centre, is the storied organization’s first logo update in more than 50 years. The launch took place at 4-H Canada’s Annual General Meeting in Fredericton, N.B., and brought together youth members, provincial 4-H representatives, sponsoring companies, and the national Board of Directors—both at the event and via live YouTube streaming video.      

“Today we honour our proud past and create a bright future together,” said Shannon Benner, Chief Executive Officer of 4-H Canada. “Agriculture has changed dramatically since 1913, and so has 4-H. The very pillars of the 4-H program—hands-on learning, youth leadership development, enrichment of rural communities—will now help youth meet the unique challenges and opportunities they face in our changing rural communities and in an employment sector focused on innovation and technology. 4-H has answered the call of a changing world and agriculture sector.”

Benner said the change reflects a progressive new era for the 102-year-old organization, with recently implemented programming that reflects the changing world and a growing, dynamic agricultural industry. In addition to more traditional livestock-based projects, 4-H offers members opportunities to develop their skills in emerging areas such as science, technology, engineering and more, with eight per cent of all current projects having a science focus, such as rocketry and auto mechanics. Building globally-minded citizens is at the forefront as 4-H Canada prepares to host the Global 4-H Summit in Ottawa in 2017.

“4-H members are well positioned as we look ahead to the opportunities in Canadian agriculture,” said Lyndon Carlson, Senior Vice-President, Marketing, Farm Credit Canada (FCC), 4-H Canada’s largest corporate supporter. “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.”

A recent study by Employment and Social Development Canada concluded that from 2013 to 2022 there will be almost 74,000 projected job openings in Canadian agriculture, but only 49,000 projected job seekers. This represents a huge opportunity for the country’s youth.

“4-H members continue to impress me with their dedication to their communities and passion for creating solutions for the world around them,” said Derrick Rozdeba, Manager of Integrated Communications for Bayer CropScience Canada, a long-time supporter of 4-H Canada. “These are the individuals who will contribute to new ideas that address global food security, sustainable agriculture, and other important issues we will face as a global community. The evolution of the 4-H brand marks an exciting day in the history of this great organization.”

“4-H has a deeply proud history and legacy. Our work was guided by the cornerstones of honouring 4-H’s core values, respecting the heritage of the organization, and evolving our logo to reflect 4-H’s proud history and legacy while also signaling our optimism about the future,” said Randy Mowat, chair of 4-H Canada’s Logo Task Force and vice chair of the 4-H Canada Foundation.

The addition of the maple leaf to the 4-H clover logo is an example of the organization’s continued commitment to patriotism and service to the country, explained Mowat.  

“4-H has without a doubt made a huge difference in my life. It helped me learn new skills and strengthen my self-esteem, all while having fun and taking advantage of travel opportunities,” said Erica Jackson, 4-H Canada’s Youth Advisory Committee representative for Nova Scotia and member of the Marketing and Communications Working Group. “I’m really excited with the changes and the direction we’re headed. I want 4-H to be strong and vibrant so my own kids can experience it as well.”

About 4-H Canada
For over 100 years, 4-H Canada has been one of the most highly respected positive youth development organizations in Canada. 4-H Canada has more than 24,500 members and nearly 7,700 volunteers. Our goal is to help young Canadians “Learn To Do By Doing” in a safe, inclusive and fun environment. We believe in nurturing responsible, engaged and confident leaders who are committed to positively impacting their communities across Canada and around the world. 4-H alumni include federal politicians such as Minister of Agriculture and Agri-Food Gerry Ritz, Olympic athletes and country musician Dean Brody.

To learn more about 4-H Canada, please visit www.4-h-canada.ca.

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