The kids in my lab had me buy a video camera in 1999 so we could film stuff and put it on the Intertubes long before youtube existed (and film my 2000 Ivan Parkin lecture at IAFP when I got turned away at the U.S. border).

Twenty years later, Leesburg, Ind.-based Maple Leaf Farms is offering a behind-the-scenes look at its duck farms with its new #MLFarmToFork campaign that focuses on transparency and the company’s commitment to operating responsibly.

According to Rita Jane Gabbett of Meating Place, Maple Leaf Farms will highlight its farm-to-fork process on social media through behind-the-scenes videos, farmer interviews and more.

“We want consumers to know the story behind our duck and our desire for continuous improvement,” explained Maple Leaf Farms Duck Marketing Manager Olivia Tucker. “We’re proud of our animal husbandry practices, our facilities and our people, and we want to showcase how vertical integration allows Maple Leaf Farms to produce the highest quality duck on the market.”

To explain vertical integration and how it benefits the entire supply chain, Maple Leaf Farms has created an animated video that outlines the production process and how products get to consumers’ tables. You can view the video at www.tinyurl.com/MLFarmtoFork.