Alberta Milk is celebrating local producers by pairing a fifth-generation Alberta dairy farmer and an Edmonton chef.

At the heart of the non-profit’s new campaign is a short film that follows Alberta dairy farmer Jason Crozier and chef and Edmonton-based restauranteur Blair Lebsack.

“Farm to Table” by agency partner One23West, Alberta Milk’s AOR since 2023, sees the duo chatting casually and bonding over their shared passion for locally sourced, high-quality ingredients.

“Our goal with ‘Farm to Table’ was to celebrate the incredible talent and dedication that feeds our province,” says Reuben Joose, general manager at Alberta Milk. “Alberta dairy farmers work hard to produce high-quality Canadian dairy products, and we’re proud to share their story alongside other passionate Albertans.”

“Farm to Table” was created in response to this growing demand for locally produced food amid a backdrop of global economic uncertainty and shifting trade priorities, Alberta Milk says.

This past May, the province’s DMO Travel Alberta and Alberta Gaming, Liquor and Cannabis paired up to encourage locals to toast Alberta beer and wine producers while exploring the province’s must-see locales.

One23West partnered with Edmonton-based production company Cooper & O’Hara for the “Farm to Table” short film, which features music from Alberta indie-rock band Scenic Route to Alaska.

The digitally led campaign will run on Netflix, YouTube, Meta and Tik Tok with connected TV placements with Rogers and Bell and on LG, Magnite, Roku and Samsung platforms.

Brookline PR is providing communications support.