PURPOSE
We exist to champion food and agriculture.
In the Kansas City region, the American Royal has served as a trusted voice and educational resource for all ages who want to understand the origin of their food. During American Royal field trips, elementary students who have never been on a farm nor been exposed to how their food is raised or grown come to the Royal to learn about agriculture. They might get to touch a cow or horse, but they also get to talk to young people who raise livestock. This is one example of how the Royal can help meet the needs of a world where people want to understand more about their food.
However, the community we intend to serve is not limited to Kansas City but the entirety of food and agriculture. That community needs educational opportunities for urban, suburban and rural young people to learn about and engage in agricultural related activities, talent to meet the immense career opportunities in food and agriculture and a trusted voice to connect to consumers who seek to understand and influence how food is produced. The American Royal will provide integrated agricultural learning through events and programming for all ages that will instill a heightened level of understanding and trust in agriculture.
To accomplish this, the American Royal Board of Directors strategic plan was built around the following six strategic objectives:
· Produce High-Quality Agricultural Events and Experiences
· Deliver Agricultural Discovery, Learning and Engagement
· Inspire and Develop Talent for Food and Agriculture
· Build the Nation’s Premier Agriculture Event, Entertainment and Engagement Campus
· Lead and Influence Food and Agriculture
· Be a High-Performance Organization
As a result, the new American Royal project is not just about providing the American Royal a new home. It’s about defining our future as an impactful organization in the food and agriculture arena.