22 pages., via online journal, Agritourism is recreational travel for agricultural activities. While it provides many benefits, such as rural development and heritage preservation, many agritourism operators express challenges in marketing their operations. Social media is increasingly common in tourism marketing, but little research exists describing current marketing practices. Quantitative content analysis was used to describe 174 Oklahoma agritourism operations’ Facebook page activity in June 2018. Original posts created by the agritourism operations and community posts created by the general public had similar amounts of public interaction. Post interactions were not related to post length, and original post interactions were also not related to overall page likes. Live videos and traditional posts received the most interaction amongst types of original posts. Facebook event posts made by the agritourism operation received more public interaction than event posts made by the general public. Agritourism operators should focus on quality over quantity of information and be wary of creating posts in an “echo chamber” as only a small proportion of a large page following interact with posts. Marketing practitioners should avoid providing one-size-fits-all advice in Facebook marketing, as there was a large variety of Facebook activity observed. Future research should more specifically describe content of posts and consider perspectives of agritourism operators and visitors towards current Facebook marketing strategies.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11709
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4 pages., Online from publisher., "Most agribusinesses prioritize direct-buy as their primary method of website advertising. However, with increasingly advanced AdTech available in the market, relying on one channel can limit your potential for advertising and marketing success. One of the advertising channels that has grown in popularity over the past few years has been data-targeted programmatic advertising (i.e., "the process of automating the buying and selling of ad inventory in real time through an automated bidding system. ... Instead of focusing on the placement of the ad, your advertising is demographically delivered to the target audience.")
Describes a disruption in past sales and marketing approaches related to food, consumers, and agriculture. Offers counsel for training of ag salespeople for the future.
9 pages, via online journal, Economists have touted partnerships between smallholders and agribusiness firms that cultivate high-valued export crops as a means of raising smallholder incomes and achieving rural development. However, some case studies show that such partnerships can deny smallholders the ability to benefit from their lands. This essay examines how this dynamic occurs by comparing the experiences of agrarian reform beneficiaries (ARBs) in the Davao Region of the Philippines. The paper finds that contracts which deny ARBs the benefit of their holdings are those that deprive them of key abilities such as determining who can use land and withdraw it from a partnership. Such contracts arise when ARB groups lack attributes that enhance their capacity for collective action, information gathering, and legal advocacy.
4 pages., Posted online February 12, 2020., Describes career and retirement plans of Ken Root, veteran agricultural broadcaster and former executive director of NAFB.
