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Alabama Groups Launch ‘Down To Earth’ Sustainability Campaign

Updated: Apr 6, 2022

Alabama agriculture and forestry organizations are launching Down to Earth: Agriculture Sustains Alabama — a yearlong campaign promoting conservation techniques farmers and landowners practice across the state.

Through farmer-led discussion, Down to Earth will show sustainability isn’t just a buzzword that is gaining momentum as regulations trickle down from Washington, D.C. It’s a mindset farmers have implemented for years while fueling their farms, families and communities.

“Sustainability is at the core of what Alabama’s poultry industry believes in,” said Johnny Adams, Alabama Poultry and Egg Association, or APEA, CEO. “Our farmers have reduced carbon emissions and produce more chicken with less feed and water usage than ever before. We’re proud to join fellow Alabama agricultural organizations to highlight what our farmers are already doing to conserve and protect for generations to come.”

Down to Earth will cover six topics — carbon emissions, animal and plant efficiency, data and technology, conserving natural resources, smart land use and sustaining for the future — through March 2023. The goal is to reach at least 1 million consumers with Down to Earth messages centered on sustainability.

A team of farmer-spokespeople representing various commodities, counties and backgrounds will spread the Down to Earth message via personal social media channels, interviews with media and features in partner publications such as Alabama Poultry magazine. Additionally, Simply Southern TV will feature Ask a Farmer segments focused on each topic.

Down to Earth partners include the Alabama Agribusiness Council, Alabama Association of RC&D Councils, Alabama Cattlemen’s Association, or ACA, Alabama Cooperative Extension System, Alabama Department of Agriculture & Industries, Alabama Farmers Federation, Alabama Forestry Commission, APEA and Sweet Grown Alabama. Additional funding is provided by a growing slate of sponsors.

“What we’re doing is promoting how farmers are already good stewards of the land,” said APEA’s Caleb Hicks, who co-chairs the Down to Earth committee with ACA’s Kayla Greer. “This project will benefit both the agricultural and the timber industries by sharing the great stories of Alabama farmers and forest landowners and how they’re planning for the future.”

Greer echoed those comments.

“As farmers and ranchers, we have an incredible story to tell,” Greer said. “Our goal is to amplify that message, and that is exactly what Down to Earth is designed to do.”

The Down to Earth campaign includes a fact-packed website,, as well as social media advertisements, special events and bimonthly press releases. FFA groups, 4-H clubs and civic organizations will help share Down to Earth’s sustainability message. Down to Earth was also Alabama Farm-City’s 2021 theme. Winning posters, essays and multimedia presentations were honored during the Alabama Farm-City Awards Luncheon in Birmingham April 7.

Down to Earth: Agriculture Sustains Alabama debuted March 31 during a kickoff event from 4-6:30 p.m. at the Pike Road Agriculture, Recreation and Performing Arts Center. The event featured family friendly farm-related activities and displays, food, and media competitions.

Interact with Down to Earth on social media by searching @DowntoEarthAL.

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