The FARMLAND documentary took top billing in the PR Week Awards’ Arts, Entertainment & Media Campaign of the Year category during the awards ceremony in New York last week. The awards recognize creative excellence in public relations programming and are viewed by the public relations industry as one of the highest honors.

The national film release was supported and led by the U.S. Farmers and Ranchers Alliance® (USFRA®) and CEO Randy Krotz says they are very proud of the award. “We couldn’t have achieved what we have without the vision of director James Moll and his team, the support of numerous individuals including present and former staff, USFRA’s board members who immediately embraced the opportunity and many, many others,” says Krotz. “USFRA is committed to taking the message of farmers and ranchers to unexpected places, as we did with FARMLAND, and we will strive to look for innovative and unique ideas that will continue to foster consumer dialogue around food in America.”

FARMLAND achieved enormous reach and continues to be an effective consumer communications tool. The film help to create a positive shift in consumer and media perception of modern U.S. agriculture. FARMLAND was accepted into five film festivals, debuted in 170 movie theaters and earned a 93% positive rating on RottenTomatoes.com. Surveys found that 53% of the primary target audience was aware of the documentary, and 46% were familiar with the organization, a 91% increase from 2013.

FARMLAND also had a strong online presence generating nearly than 62 million impressions and earning more than 463 national media placements. Today the film is available through digital platforms and the DVD can be purchased at select Walmart retail stores, at Walmart.com, Amazon.com and can be rented via Netflix.