16 pages., Via online journal, Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed.
13 pages., The original website no longer has a copy of the article. Access is available through ERIC database. ERIC Number: EJ890607, Via online source., This article discusses three sites that disrupt accustomed expectations and roles for technical communication. These sites include an agricultural processing site that is requesting tax abatements in exchange for decreased emissions so that it can remain competitive in the global market. The second is also an agricultural manufacturing site that remains globally competitive by increasing efficiencies and expanding the range of products made at the site. Finally, the essay discusses a manufacturing facility that takes finished products-automobiles-and remanufactures them for a niche market of users. Each of these Midwestern sites is globally competitive and challenges expectations for high technology work. Taken together, they gesture toward new definitions of work, in new postindustrial context, and offer insight for defining technical communication in the postindustrial age. The remaining challenge, for scholars and teachers, is to articulate emerging literacy practices supporting postindustrial manufacturing, and to participate in the knowledge management that supports innovation. Here, each site takes something that would have previously been considered either finished product or waste and rearticulates it as an ingredient in a new product. At the least, technical communicators will need to learn to document such organization's innovation and change. At best, such change invites technical communicators, acting as knowledge managers, to articulate opportunities for innovation. Research, a traditional strength of technical writing preparation, allows organizations to better prepare and understand change, turning disruption into opportunity. Postindustrial business practices are no longer the work of futurists, but the reality and structure of the workplace today. Each work site described in this article presents opportunities for basic research into emerging workplaces in need of the expertise of technical and professional writers; each is an example and potential model for knowledge work.
21 pages., Credibility is particularly important in organic food systems because there are only marginal visual and sensorial differences between organic and conventionally produced products, requiring consumers to trust in producers’ quality claims. In this article I explore what challenges the credibility of organic food systems and I explore how credibility of organic food systems can be maintained, using the Danish organic food system as a case study. The question is increasingly relevant as the sale of organic food is growing in Denmark as well as globally, and consumers’ expectations of organics continuously evolve. The inquiry is threefold, first I outline a conceptual framework for understanding trust and credibility in the food system, secondly I explore the developments in Danish organic food systems and thirdly discuss the challenges and opportunities for maintaining trust in the Danish organic food system. In the analysis I indicate eight key challenges: (1) unrealistic expectations, (2) blind trust and little motivation for extending their knowledge, (3) consumers assess the overall credibility of organic products, (4) ambitious ethical principles, (5) new consumer groups introduce new expectations, (6) frozen requirements in a changing world, (7) growing imports and labelling and (8) multiple versions of organics and the diversity is growing, as well as four aspects which may maintain the credibility of organics if implemented: (1) coordinate expectations, (2) communicate requested information, (3) institutional reform and (4) open communication of pros and cons of organic production.
