Illinois Farm Families (IFF) is a coalition comprised of representation from the Illinois Farm Bureau, Illinois Beef Association, Illinois Soybean Association, Illinois Corn Marketing Board, Midwest Dairy and Illinois Pork Producers Association. IFF’s mission is to work together to create confidence in Illinois farming practices and build Chicago parents’ trust in Illinois farmers by inviting and engaging in conversations about food and farming. After connecting with West Loop neighbors at the Taste of Randolph, IFF brought the farm to families at the Square Roots festival. Chicago families visited the booth to ask farmers questions and learn how their food is grown. This entry highlights how IFF raised awareness among urban adults and brought the farm experience to families at Chicago’s Square Roots festival.