Keep Calm Chive On

Keep Calm and Chive On- KCCO
Keep Calm and Chive On- KCCO
Keep Calm and Chive On- KCCO
So I've been seeing it and hearing it a little bit but at LJT 2012 I saw a huge sign that said 'Chive On' so it got me thinking.  What the heck is this?!