In an effort to rejuvenate interest in 4-H, the new Executive Director of the Manitoba 4-H Council says they're looking at expanding programs for youth with non-rural backgrounds.

Clayton Robins has been hired to lead the organization, replacing Caryl Brandt, who served as Executive Director for the last four years.

"One of the biggest challenges with just about any youth organization these days is trying to maintain membership or increase membership, and I know that's certainly a challenge that has been identified not only here in Manitoba, but nationally," says Robins.

"If you look at the demographics, the real rural youth numbers are dwindling, so the small urban centres and some of the larger urban centres that still have an agricultural base, there's certainly a lot of opportunity there," says Robins. "4-H already does offer a lot of programs that are not directly ag-related, and I think those are the ones we can try to expand on and try to generate some interest."

"Our core identity goes back to youth development, so I think it's pretty easy to stay with that focus even if you change the kind of projects you do," he says.

2013 will mark 100 years since the first 4-H group in Canada was formed in Roland. Robins says he hopes the centennial will help spur interest in 4-H.

"The visibility the program is going to get through that whole year, as we celebrate what the last 100 years have meant, will really help that process along,"