New 'Cesar Chavez' Film Spurs Campaign for Food Safety Certification

Cesar Chavez

The recently released Cesar Chavez biopic starring Michael Peña has drawn attention to food safety in a campaign alliance between The Equitable Food Initiative (EFI) and Participant Media on a campaign called “Follow Your Food.”

The campaign aims to provide education and training to farmworkers, as well as 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’s groundbreaking achievements by supporting the concept of equitable food. We are proud to join forces with EFI on this natural extension of Chavez’s work,” said Chad Boettcher, Participant’s EVP Social Action & Advocacy in a statement.

“The Equitable Food Initiative is delighted to collaborate with Participant Media to spread the word about our ‘responsibly grown, farmworker assured’ certification,” said 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.”

Consumers can pledge online at to support the "Follow Your Food" initiative in promoting responsibly and ethically harvested produce.

Cesar Chavez (1927-1993) was an American farm worker, labor leader and civil rights activist, who, along with Dolores Huerta, co-founded the National Farm Workers Association.

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