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Cesar Chavez Film Social Action Campaign Supports the Equitable Food Initiative

LOS ANGELES (March 28, 2014) — Cesar Chavez starring Michael Pena, opening March 28th has sparked an alliance between The Equitable Food Initiative (EFI) and Participant Media on a campaign called “Follow Your Food,” aimed at keeping food safe, and families healthy starting in the fields where the food is grown.

Implementing safe food practices, providing education and training to farmworkers, and a fair wage is the backbone of the EFI, a group representing food retailers, growers, NGOs and farm worker organizations. Participant Media is supporting EFI’s efforts through the “Follow Your Food” action campaign aimed at building awareness and support for equitably-sourced food.

“Just as Cesar Chavez raised awareness of the conditions of farmworkers by organizing a boycott that millions of Americans supported, we believe that consumers today can advance Chavez’ groundbreaking achievements by supporting the concept of equitable food. We are proud to join forces with EFI on this natural extension of Chavez’ work,” said Chad Boettcher, Participant’s EVP Social Action & Advocacy.

“The Equitable Food Initiative is delighted to collaborate with Participant Media to spread the word about our ‘responsibly grown, farmworker assured’ certification,” says Peter O’Driscoll, Project Director of EFI. “Participant has repeatedly demonstrated a capacity to mobilize movie-goers to act on the issues that move them on the screen. We look forward to helping the audience of ‘Cesar Chavez’ follow their food and support the farmworkers, growers and food companies who are working together to make our produce better for all of us.”

The “Follow Your Food” campaign invites consumers to take the pledge at takepart.com/chavez to support the initiative and promote responsibly, ethically-harvested produce.  The program launches with a video, “This is Your Food,” that elucidates the work of EFI and the benefits of equitable food certificationSharable infographics and other collateral are featured to illustrate the issues related to responsibly grown, farmworker assured food, and the American Farmworker and Food Safety. In addition, consumers can learn more about equitable food by visiting Participant’s website www.TakePart.com/chavez.

In coming months, EFI will introduce a new food label trustmark that will certify that the produce is “responsibly grown and farmworker assured.”

The “Follow Your Food” campaign is part of a broader effort celebrating the release of Participant and Pantelion’s film Cesar Chavez, which includes an initiative urging the President to declare a Cesar Chavez National Day of Service athttp://www.takepart.com/chavez/petition.


About The Film

Chronicling the birth of a modern American movement, Cesar Chavez tells the story of the famed civil rights leader and labor organizer torn between his duties as a husband and father and his commitment to securing a living wage for farm workers. Passionate but soft-spoken, Chavez embraced non-violence as he battled greed and prejudice in his struggle to bring dignity to people. Chavez inspired millions of Americans from all walks of life who never worked on a farm to fight for social justice. His triumphant journey is a remarkable testament to the power of one individual’s ability to change the world.

Lionsgate, Pantelion,Televisa Cine and Canana present in association with Participant Media, Image Nation, Dream Management & Entertainment, Mr Mudd with the support of El Gobierno del Estado de Sonora Cesar Chavez. A Canana Production starring Michael Peña, America Ferrera, Rosario Dawson, Jacob Vargas, Yancey Arias, Wes Bentley, John Ortiz and John Malkovich. Executive producers are Emilio Azcárraga Jean, Haim Saban, Jeff Skoll, Jonathan King, Gael García Bernal, Julián Levin, Lianne Halfon, Russell Smith, John Malkovich. Producers are Diego Luna, Lawrence Meli and Keir Pearson. Produced by Pablo Cruz, the story is by Keir Pearson. Screenplay by Keir Pearson and Timothy J. Sexton. Directed by Diego Luna.


About Participant Media

Participant (ParticipantMedia.com) is a global entertainment company founded in 2004 by Jeff Skoll to focus on feature film, television, publishing and digital content that inspires social change. Participant’s more than 45 films include GOOD NIGHT, AND GOOD LUCK, SYRIANA, AN INCONVENIENT TRUTH, FOOD, INC., WAITING FOR ‘SUPERMAN’, THE HELP, CONTAGION and LINCOLN. Through its films, social action campaigns, digital network TakePart.com and Pivot, its new television network for Millennials, Participant seeks to entertain, encourage and empower every individual to take action.


 About The Equitable Food Initiavite

The Equitable Food Initiative (EFI) is a new project that brings together workers, growers and retailers in the effort to produce better fruits and vegetables. As produce farms comply with the EFI Standard—for improved working conditions, pesticide management, and food safety—the entire food system sees benefits, all the way from farm workers to consumers.  Current members of EFI include Andrew and Williamson Fresh Produce InternationalBon Appétit Management Company, Calvert Investments, Center for Science in the Public Interest, Consumer Federation of America, Costco Wholesale Corporation, Farmworker Justice, Farm Labor Organizing Committee, National Farm Worker Ministry, Oxfam America, Pesticide Action Network North America, Pineros y Campesinos Unidos del Noroeste, United Farm Workers.