Agriculture in the Classroom-Manitoba

What Agriculture in the Classroom-Manitoba does

Agriculture in the Classroom-Manitoba (AITC-M) is a registered Canadian charitable non-profit organization founded in 1988 and headquartered in Winnipeg, Manitoba, that delivers curriculum-linked agricultural education programs and resources to K-12 students and teachers across Manitoba. The organization operates as a provincial member of Agriculture in the Classroom Canada, one of 10 provincial teams delivering national programs including Canadian Agriculture Literacy Month (CALM) and The Great Canadian Farm Tour. Its product portfolio spans in-person classroom visits by 150+ trained agricultural volunteers, field trips to the Bruce D. Campbell Farm and Food Discovery Centre, virtual livestream farm tours, hands-on classroom gardening programs (Little Green Thumbs and Little Green Sprouts), interactive e-learning modules (Foundations of Manitoba Agriculture), career exploration fairs (EngAGed Career Fair, ACE), and a digital resource library accessible via the aitcdashboard.ca platform. All programs are provided free of charge to educators and are available in English and French.

The underlying technology is a web-based educational platform with a teacher dashboard, virtual tour delivery over social streaming channels, and structured e-learning content covering Manitoba-specific crops and livestock. The organization's go-to-market is community-led, reaching teachers directly through digital channels, school division partnerships, and word-of-mouth among participating educators, while supplementing program delivery through its trained volunteer network and industry partner distribution. Revenue is generated entirely through charitable means: roughly one-third from federal-provincial government funding (Manitoba Government and Government of Canada via the Sustainable Canadian Agricultural Partnership), the remainder from corporate sponsorships (tiered from $5,000 event sponsorships to $10,000+ foundational sponsorships with companies such as Nutrien, Cargill, ADM, Mosaic, Viterra, and Penner Farm Services) and individual donations starting at $50 for annual membership.

In 2025 AITC-M reached 85,376 students (up 73% from 49,371 in 2024), 505 schools (up from 446), and 2,682 educators (up from 2,500). The organization is governed by a volunteer Board of Directors, led by Executive Director Katharine Cherewyk, and operates with a small staff of 1-10 employees supplemented by its volunteer corps and industry partners.

Name

Agriculture in the Classroom-Manitoba

Legal name

Agriculture in the Classroom - Manitoba Inc.

Website

https://aitc.mb.ca

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Agriculture in the Classroom-Manitoba is a Winnipeg-based charitable non-profit that delivers free, curriculum-linked K-12 agricultural education programs, virtual farm tours, classroom gardening kits, and career exploration resources to Manitoba teachers, students, and schools, funded through government grants and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Agricultural Education (K-12 Non-profit Educational Services)

NAICS

All Other Schools and Instruction (61169), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Interactive Presentation & Lesson Delivery Engagement Tools (EDAFAGAJ)

Keywords

• Agricultural education programs
• K-12 curriculum resources
• Classroom gardening programs
• Virtual farm tours
• Teacher professional development

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Donations and Sponsorships: As a charitable non-profit organization, AITC-M relies heavily on donations from individuals and organizations. Corporate sponsors support specific programs and events. Individual donations of $50+ provide membership benefits including voting rights and event invitations.
2. Government Funding: Government funding from the Manitoba Government and Government of Canada (through Sustainable Canadian Agricultural Partnership) provides partial operational funding. Government funding covers approximately one-third of operational costs.
3. Program Sponsorships: Agricultural industry partners sponsor specific programs such as Amazing Agriculture Adventure, CALM, Follow the Farmers, and other educational initiatives. Sponsorships start at $5,000 for event/program sponsorship.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

AITC-M delivers free, curriculum-linked agricultural literacy programs and resources to K-12 teachers and students across Manitoba. Offerings include in-class volunteer presentations (Canadian Agriculture Literacy Month), field trips (Amazing Agriculture Adventure), live virtual farm tours (Follow the Farmers, Great Canadian Farm Tour), year-round classroom gardening kits (Little Green Thumbs, Little Green Sprouts), interactive e-learning courses (Foundations of Manitoba Agriculture), career exploration events (EngAGed Career Fairs, Agriculture Career Exploration), and a Manitoba Seed Kit—all accessed primarily through the bilingual AITC Dashboard (aitcdashboard.ca).

Product overview

Agriculture in the Classroom-Manitoba (AITC-M) operates as a nonprofit charitable organization offering a portfolio of educational programs and resources rather than a unified software product. The core offering consists of curriculum-linked programs organized by grade level and delivery format: in-person programs including Canadian Agriculture Literacy Month (CALM) visits, Amazing Agriculture Adventure field trips, and volunteer-driven classroom presentations; virtual programs including Follow the Farmers live tours, Foundations of Manitoba Agriculture e-learning modules, and The Great Canadian Farm Tour; hands-on classroom programs including Little Green Thumbs and Little Green Sprouts gardening kits; career-focused programs including EngAGed Career Fairs and Agriculture Career Exploration (ACE) resources; and supplementary offerings including the Manitoba Seed Kit, scholarships, and the AITC Dashboard resource library. All offerings are free or low-cost to educators and are designed to connect students from K-12 with agriculture literacy through experiential learning.

Differentiator

Problem solved

Functional benefit

Brands

• Canadian Agriculture Literacy Month (CALM): Flagship program bringing agriculture into classrooms every March with in-class visits from farmers and agriculture professionals.
• Amazing Agriculture Adventure (AAA)
• Little Green Thumbs
• Little Green Sprouts
• Follow the Farmers
• EngAGed Career Fair
• Foundations of Manitoba Agriculture
• Agriculture Career Exploration (ACE)

Products and services

• Resource Library / AITC Dashboard A curriculum-linked digital resource library and dashboard platform where Manitoba K-12 teachers can browse, filter, and access educational materials organized by grade level, subject, and topic, available in both English and French.
• Canadian Agriculture Literacy Month (CALM) An annual March flagship program in which trained volunteers visit Grades 2-4 Manitoba classrooms to deliver in-person presentations, hands-on activities, and agriculture-themed books to build student connections to food and farming.
• Amazing Agriculture Adventure (AAA) A hands-on field trip program at the Bruce D. Campbell Farm and Food Discovery Centre where Grades 3-6 and 7-12 students visit interactive stations covering dairy, beef, chicken, eggs, pork, bees, veterinary care, and watersheds.
• Follow the Farmers A virtual farm tour program connecting Grades 3-5 students with Manitoba farmers through livestream events featuring real farm tours and live Q&A on topics including dairy, canola, beef, wheat, chicken, and bison.
• Little Green Thumbs An intensive year-round classroom gardening program for Grades 3+ featuring full-size grow boxes with lights, providing equipment, supplies, training, and support to grow vegetables and herbs in classrooms.
• Little Green Sprouts A tabletop classroom gardening program for Kindergarten to Grade 3 featuring small indoor gardens for growing microgreens, lettuce, and herbs with fast growing cycles and simple setup.
• Foundations of Manitoba Agriculture A virtual resource hub featuring interactive courses and information sheets exploring Manitoba crops and animals—vegetables, potatoes, barley, beef, canola, chickens, corn, dairy, eggs, flax, hemp, oats, pork, pulses, soybeans, sunflowers, turkey, wheat, bison—with In Depth PDFs, Summary PDFs, and E-Learning modules.
• EngAGed Career Fair Career exploration events connecting Grades 9-12 students with agriculture industry professionals and employers through interactive activities, exhibitor booths, and Holland Code career assessments.
• Agriculture Career Exploration (ACE) A comprehensive K-12 career exploration program including virtual tours, career videos, the Kareero interest assessment, the self-guided Cultivate Your Career workbook, and career pathway planning tools.
• Manitoba Seed Kit An interactive classroom resource for Grades 3-6 containing seeds of 15 Manitoba forage, fibre, food, and feed crops, including a classroom book, Teacher's Guide, and hands-on activities.
• The Great Canadian Farm Tour A national virtual farm tour program offering 11 virtual LIVE farm tours across Canada from October to December, targeted at Kindergarten to Grade 6 students.
• Scholarships Financial aid resources for students including scholarships, bursaries, and awards to help finance post-secondary education in agriculture, featuring the G3 Grow Beyond Scholarship.

Quantifiable outcome

• 85,376 students educated in 2025 (up 73% from 49,371 in 2024)
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

31 partnerships are on record, tiered core and major.

• Agriculture in the Classroom CanadacoreStrategic or Co-development PartnerAITC-M is one of 10 provincial member organizations of AITC-Canada, delivering national programs like Canadian Agriculture Literacy Month and The Great Canadian Farm Tour. The national organization provides program frameworks, resources, and coordinated efforts across Canada.
• Manitoba Crop AlliancemajorStrategic or Co-development PartnerMajor supporter providing funding for programs including Little Green Thumbs and the Foundations of Manitoba Agriculture Virtual Resource Hub. Represents Manitoba grain farmers.
• NutrienmajorStrategic or Co-development PartnerTrailblazer-level sponsor supporting AITC-M programs. Nutrien is a major agricultural company providing crop inputs and agricultural services.
• CargillmajorStrategic or Co-development PartnerCultivator-level sponsor and financial supporter of Canadian Agriculture Literacy Month (CALM). One of the largest agricultural processing and trading companies globally.
• Penner Farm ServicesmajorStrategic or Co-development PartnerTrailblazer sponsor supporting Follow the Farmers virtual tour program. Provides funding for virtual farm tour content creation and delivery.
• Dairy Farmers of ManitobamajorStrategic or Co-development PartnerCultivator sponsor and station partner for Amazing Agriculture Adventure. Supports dairy education content and volunteer presentations.
• Manitoba Beef ProducersmajorStrategic or Co-development PartnerCultivator sponsor providing funding and program support. Station partner for beef cattle education at Amazing Agriculture Adventure.
• Manitoba PorkmajorStrategic or Co-development PartnerCultivator sponsor and foundational sponsor of Foundations of Manitoba Agriculture. Supports pork education resources and programs.
• Manitoba Canola Growers AssociationmajorStrategic or Co-development PartnerCultivator sponsor supporting canola education content and programs. Station partner for agriculture education events.
• Manitoba Egg FarmersmajorStrategic or Co-development PartnerCultivator sponsor and station partner for egg education at Amazing Agriculture Adventure. Supports classroom resources about egg production.
• Manitoba Chicken ProducersmajorStrategic or Co-development PartnerStation partner for Amazing Agriculture Adventure and Classroom Hero sponsor for the program. Supports chicken education content.
• Manitoba Pulse Soybean GrowersmajorStrategic or Co-development PartnerCultivator sponsor and foundational sponsor of Foundations of Manitoba Agriculture. Supports pulse and soybean crop education.
• Manitoba WatershedsmajorStrategic or Co-development PartnerCultivator sponsor and partner for watershed education. Volunteers for CALM program focusing on Caring For Our Watersheds theme.
• Glacier Farm MediamajorStrategic or Co-development PartnerTrailblazer-level sponsor providing agricultural media expertise and content support. Operates agricultural publications and media platforms.
• ADM (Archer Daniels Midland)majorStrategic or Co-development PartnerCultivator-level sponsor supporting AITC-M educational programs.
• MosaicmajorStrategic or Co-development PartnerCultivator-level sponsor supporting agricultural education initiatives.
• Little Green Thumbs NationalcoreStrategic or Co-development PartnerNational program that AITC-M delivers locally, providing classroom gardening curriculum, resources, and support for Little Green Thumbs and Little Green Sprouts programs.
• ViterramajorStrategic or Co-development PartnerFoundational sponsor of Foundations of Manitoba Agriculture, supporting educational content about crops and agriculture in Manitoba.
• Manitoba TurkeymajorStrategic or Co-development PartnerFoundational sponsor of Foundations of Manitoba Agriculture, supporting turkey education content.
• Exceldor CooperativemajorStrategic or Co-development PartnerFoundational sponsor of Foundations of Manitoba Agriculture, supporting poultry education content.
• Bruce D. Campbell Farm and Food Discovery CentrecoreStrategic or Co-development PartnerHost venue for Amazing Agriculture Adventure field trips, operated in partnership with University of Manitoba.
• University of Manitoba Faculty of Agricultural and Food SciencesmajorStrategic or Co-development PartnerPartner providing venue and academic support for agricultural education programs including Amazing Agriculture Adventure and EngAGed Career Fairs.
• 4-H ManitobamajorStrategic or Co-development PartnerStation partner for Amazing Agriculture Adventure, providing youth development volunteers and agricultural education support.
• Manitoba Beef and Forage InitiativesmajorStrategic or Co-development PartnerStation partner for Amazing Agriculture Adventure, supporting beef and forage education content.
• Manitoba Association of WatershedsmajorStrategic or Co-development PartnerStation partner for Amazing Agriculture Adventure and volunteer partner for CALM program, supporting watershed education.
• Enns BrothersmajorStrategic or Co-development PartnerExhibitor and supporter at EngAGed Career Fairs, providing agricultural equipment industry perspective for students.
• Assiniboine Community CollegemajorStrategic or Co-development PartnerExhibitor at EngAGed Career Fairs, showcasing agricultural education and training programs for students.
• Brandon UniversitymajorStrategic or Co-development PartnerExhibitor at EngAGed Career Fairs, showcasing university programs related to agriculture.
• Bioscience Association ManitobamajorStrategic or Co-development PartnerExhibitor at EngAGed Career Fairs, connecting students with bioscience and agricultural innovation careers.
• Enns BrothersmajorStrategic or Co-development PartnerACE Program powered by sponsor for Agriculture Career Exploration resources.
• Green Valley EquipmentmajorStrategic or Co-development PartnerACE Program powered by sponsor supporting agricultural career exploration resources.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• 4-H Canada: National youth-development organization with overlapping agricultural education and career exploration goals for K-12 youth, partnered with AITC-M as a station partner at Amazing Agriculture Adventure.
• Little Green Thumbs National: National classroom gardening program that AITC-M delivers locally as Little Green Thumbs/Little Green Sprouts; a directly comparable education model focused on hands-on food and agriculture literacy.

Others

• Farm Credit Canada: Major sponsor and presenting partner of The Great Canadian Farm Tour; while not a direct curriculum peer, FCC's broader agricultural literacy and youth programming overlap with AITC-M's workforce mission.
• Manitoba Ag Days: Annual Manitoba agricultural tradeshow where AITC-M runs AgVenture programming for students; an adjacent industry event with overlapping agricultural education objectives.

Direct peers

• Agriculture in the Classroom Saskatchewan: Provincial sibling delivering curriculum-linked agricultural education across Saskatchewan K-12 classrooms, sharing national program frameworks and similar sponsorship structures with AITC-M.
• Agriculture in the Classroom Ontario: Ontario provincial chapter providing K-12 agricultural literacy programs, resources, and ambassador networks — a directly comparable mission, delivery model, and stakeholder ecosystem.
• Agriculture in the Classroom British Columbia: BC provincial chapter with similar K-12 agricultural education programming, sponsor-funded non-profit model, and curriculum-aligned resource library.
• Agriculture in the Classroom Alberta: Provincial sibling organization offering the same K-12 agricultural literacy mission in Alberta, with comparable programs (classroom visits, teacher resources, virtual farm tours) and funding model.

Broad incumbents

• Agriculture in the Classroom Canada: National umbrella organization for which AITC-M is one of 10 provincial chapters. Operates pan-Canadian programs (CALM, The Great Canadian Farm Tour) that AITC-M helps deliver locally; a direct structural peer given shared mission and content.

Regional players

• Bruce D. Campbell Farm and Food Discovery Centre: University of Manitoba-operated discovery centre that hosts AITC-M's flagship Amazing Agriculture Adventure field trip; a venue-based peer sharing the same agricultural literacy mission in Manitoba.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aitcmb
• Facebookfacebook.com/aitcmb
• LinkedInlinkedin.com/company/agriculture-in-the-classroom-manitoba
• Instagraminstagram.com/aitcmb

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agriculture in the Classroom-Manitoba