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.
14 pages., via online journal, With shifting demographics of agricultural professionals, online educational resources present opportunities for Extension and other natural resources faculty and personnel to use various tools for supporting agricultural producers in the 21st century using more modern technology. Traditionally, Agriculture and Natural Resource (ANR) Extension programming has used a variety of hands-on methods for teaching new, more sustainable farming practices, such as on-farm field days, workshops, farm visits, and demonstrations. While these traditional teaching methods are preferred among farmers, online support tools play a critical role in the overall decision-making process for farmers who are considering making changes to their current farming practices. Online educational resources, with mobile-friendly versions, can be used to assist Extension and Natural Resource Conservation Service (NRCS) agents meet the needs of their clients using more modern forms of technology, whether from the office or on-farm. This study employed two focus group discussions with Extension and NRCS agents and university faculty members to evaluate the usability of a cover crop website that could be used as a support tool for a variety of agricultural professionals. Four themes emerged from this study with reference to a simple, clean appearance; efficient browsing; process-thinking design; and mobile- friendly. This research will be used to inform the continued development of website tools to benefit farmers, producers, agents, and other stakeholders.
12 pages., via online journal, Local food systems are an emerging way for communities to build vibrant economies, improve health outcomes, and limit their environmental impact. Studies have shown local food engagement differs significantly between generations; however, what remains unclear is how generations’ perceptions and engagement compare to each other so the agricultural community can most effectively communicate about local food systems. Leveraging audience segmentation theory from social marketing, this study sought to address how the five living generations in the United States – Generation Z, Millennials, Generation X, Baby Boomers, and The Silent Generation – perceived and engaged with local food systems. To address this question, a non-probability opt-in sampling of 863 adults in the state of Georgia was used. Each participant was asked four questions pertaining to different aspects of local food systems – the purchase of local foods from grocery stores, use of local food markets, participation in local food events, and level of engagement with local food related media. Millennials and Generation X’ers expressed significantly higher levels of engagement with local food systems when compared to Baby Boomers and The Silent Generation, this was not observed between Generation Z and any other group. While Millennials and X’ers engaged at higher levels, significant opportunities remain for engagement through generation-specific media to turn the universal tepid interest in local food systems into action. Future research should seek to identify the relationship between generational media preferences and how effective they are at transforming interest in local food systems into action.
15 pages., via online journal, Genetic modification (GM) science has received considerable pushback from consumers despite the research finding GM products are safe for consumption. This may be partly due to the disconnect between consumers and farms since most consumers are disconnected from the farm by at least three generations. The largest consumer population is composed of millennials, which is the generation furthest removed from the farm which may mean they need to be educated differently about GM science than other generations. The purpose of this research was to determine if there were generational differences regarding the perceived attributes of GM science to inform the development of extension programs designed to educate consumers about GM science. A survey was used to collect consumers’ perceptions of GM science. The respondents were grouped into generational classifications and perceptions between groups were compared. The findings revealed generations do perceived GM science differently and extension programs should be designed for specific generational audiences.
10 pages., Article #: v58-1rb1, via online journal., Coalitions are central to Extension's community-based programs. To assess characteristics that support well-functioning coalitions and to support coalitions in which Extension stakeholders participate, we used the Wilder Collaboration Factors Inventory to assess 10 Supplemental Nutrition Assistance Program Education coalitions on the basis of research-tested collaboration success factors. Overall, the 103 coalition members who responded reported strengths related to communication and shared purpose and weaknesses in the areas of resources and process and structure for achieving the coalitions' aims. Our project represents a low-burden method for assessing Extension coalitions to understand the characteristics that are likely to support the achievement of collective goals.
13 pages., Article #:v58-1a2, via online journal., According to the 2018 Intergovernmental Panel on Climate Change, without urgent global changes, climate catastrophe caused by warming of greater than 1.5°C will occur by 2030, endangering the planet's capacity to sustain human populations and livelihoods. The National Network for Sustainable Living Education administered a national survey in January 2017 to assess how well-positioned Extension is to address sustainability in the communities the organization serves. Educators from 40 states responded, and 1,395 usable surveys were received. Survey results will help Extension employees discover opportunities for innovation and relevancy in their programming.
5 pages, via online journal, The tool kit Mobilizing Rural Communities to Prevent Childhood Obesity is the product of a seven-state multidisciplinary research project focused on enhancing obesity prevention efforts by integrating community coaching into the work of rural community coalitions. The interactive tool kit is available at no cost both in print form and online, and it consists of five tutorials that present best practices and lessons learned throughout the research project. Extension professionals working within health promotion coalitions may wish to use or promote the tool kit. Coalition members can complete the activities contained in the tool kit individually or as a group.
17 pages., via online journal, The scholarly and journalistic literature usually treats urban agriculture as a new phenomenon, but it is a neglected dimension of urban history. Some U.S. cities, at least in the Northeast, had food-raising and processing practices not just in colonial times but up until the relatively recent past. Three areas of history are explored that have mostly omitted discussion of city food production but nonetheless provide important frameworks to explore such production: urban development, agricultural, and immigrant history. Woven throughout this piece is evidence from a study of Waterbury, Connecticut. Local food production did not die when the Industrial Revolution came to Waterbury. Farms and other food-producing, processing, and marketing operations remained and even adapted to the growing city’s needs and resources. The city government both supported and undermined agriculture in ways that add to an understanding of urban history and are lessons for current urban agriculture policy.
6 pages., Article #:v58-1tt2, via online journal., Research supports Extension educators' use of social media as an engagement, outreach, and marketing tool beyond posts shared by staff and faculty. This article highlights the practical use of Snapchat geofilters at county and statewide Extension events to support the creation of user-generated content and increase Extension's visibility with the public. The development and implementation of an innovative statewide marketing project resulted in data and recommendations that can help Extension educators make meaningful marketing decisions.
7 pages., Article #: v58-1iw3, via online journal., Breakfast on the Farm educational farm tours were introduced in Michigan in 2009 to improve consumer knowledge about, impressions of, and trust in modern food production. Over 89,000 participants have attended events on 40 commercial dairy, beef, crop, and fruit farms. This article addresses organization and funding of the events and some of their general impacts. Volunteers staff stations on topics such as animal care, food safety, nutrition, and water quality. Surveys indicate that attendees' impressions of and trust in farmers and food production improve and that product purchases increase. Events patterned after Michigan's model have occurred in several states and may be implemented elsewhere for similar purposes.
7 pages., via online journal, There are approximately 65 dairy farms in Mississippi (Gregory, 2019) with an estimated annual milk value of $26 million (Mississippi Farm Bureau, n.d.). Mastitis is the most expensive disease in the dairy industry (Neeser, Hueston, Godden, & Bey, 2006) and can decrease milk production by 1,181 kg per lactation in multiparous cows (Wilson et al., 2004). Clinical mastitis accounts for the largest use of antibiotics in livestock species (Thomson, Rantala, Hautala, Pyörälä, & Kaartinen, 2008), a circumstance that raises concerns of antimicrobial resistance (Pol & Ruegg, 2007; Wang et al., 2015) and increases producer expenses due to purchasing antibiotics and discarding milk during treatment (Rollin, Dhuyvetter, & Overton, 2015). On-farm bacteriological culturing (OFBC) enables producers to distinguish among broad categories of microorganisms with great accuracy and provides results within 24 hr, versus approximately a week when cultures are sent to a laboratory (Down, Bradley, Breen, & Green, 2017). Despite the availability of several viable OFBC systems, adoption of OFBC in Mississippi has been limited.
The purpose of the study reported here was to implement and evaluate an OFBC pilot test with a small sample of Mississippi dairy producers. The objectives of the study were
to identify reasons for producers' lack of OFBC adoption,
to explore change in producers' knowledge and perceptions of OFBC before and after trial, and
to assess the effectiveness of an Extension-led trialing program relative to OFBC adoption.
Gusto, Cody (author), Silvert, Cody (author), Diaz, John (author), Carton de Grammont, Paloma (author), Coyle, David (author), and University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: Extension Journal, Inc.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11360
14 pages, via online journal, There is growing demand for a broader conception of tree and forest health by commercial and private timberland owners, who make up a substantial proportion of Extension clientele in the southeastern United States. There has been little research to comprehensively capture and represent Extension agents' needs, concerns, and perceived barriers as they respond to client questions and requests regarding tree and forest health topics. Our needs assessment results highlight needs and barriers Extension agents encounter as they address tree and forest health requests from clientele. We provide recommendations for research and practical applications for improving relevant resource support in Extension.
Anderson, Kathleen P. (author), Pulec, Kate E. (author), Skelly, Christine D. (author), Wright, Ashley D. (author), Greene, Elizabeth A. (author), and University of Nebraska
Michigan State University
University of Arizona
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: Extension Journal, Inc.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11361
9 pages., via online journal, Our multistate group of state horse specialists produced and evaluated impacts from six webinars and online short courses (webinar plus additional content) addressing current industry issues: pasture-associated laminitis, equine herpesvirus-1, disaster preparedness, sales fraud, rescues/rehoming, and manure management. We identified no differences in perceived knowledge gained from webinars or short courses; however, results suggest that participation in short courses versus live webinars may be more useful for making positive management decisions. Short course participants also reported greater potential for cost savings as a result of completing the education. On the basis of the study, we offer recommendations for developing effective online Extension education programs.
Chrisinger, Benjamin W (author), Kallan, Michael J. (author), Whiteman, Eliza D. (author), Hillier, Amy (author), and Standford University
University of Pennsylvania
Format:
Online journal article
Publication Date:
2018-03-16
Published:
United States: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 133 Document Number: D11387
7 pages., via online journal, Food shopping decisions are pathways between food environment, diet and health outcomes, including chronic diseases such as diabetes and obesity. The choices of where to shop and what to buy are interrelated, though a better understanding of this dynamic is needed. The U.S. Department of Agriculture's nationally representative Food Acquisitions and Purchase Survey food-at-home dataset was joined with other databases of retailer characteristics and Healthy Eating Index-2010 (HEI) of purchases. We used linear regression models with general estimating equations to assess relationships between trip, store, and shopper characteristics with trip HEI scores. We examined HEI component scores for conventional supermarkets and discount/limited assortment retailers with descriptive statistics. Overall, 4962 shoppers made 11,472 shopping trips over one-week periods, 2012–2013. Trips to conventional supermarkets were the most common (53.6%), followed by supercenters (18.6%). Compared to conventional supermarkets, purchases at natural/gourmet stores had significantly higher HEI scores (β = 6.48, 95% CI = [4.45, 8.51], while those from “other” retailers (including corner and convenience stores) were significantly lower (−3.89, [−5.87, −1.92]). Older participants (versus younger) and women (versus men) made significantly healthier purchases (1.19, [0.29, 2.10]). Shoppers with less than some college education made significantly less-healthy purchases, versus shoppers with more education, as did households participating in SNAP, versus those with incomes above 185% of the Federal Poverty Level. Individual, trip, and store characteristics influenced the healthfulness of foods purchased. Interventions to encourage healthy purchasing should reflect these dynamics in terms of how, where, and for whom they are implemented.
7 pages., via online journal, To respond to the high prevalence of obesity and its associated health consequences, recent food research and policy have focused on neighborhood food environments, especially the links between health and retail mix, proximity of food outlets, and types of foods available. In addition, the social environment exerts important influences on food-related behaviors, through mechanisms like role-modeling, social support, and social norms. This study examined the social dynamics of residents' health-related food-shopping behaviors in 2010–11 in urban Philadelphia, where we conducted 25 semi-structured resident interviews—the foundation for this paper—in addition to 514 structured interviews and a food environment audit. In interviews, participants demonstrated adaptability and resourcefulness in their food shopping; they chose to shop at stores that met a range of social needs. Those needs ranged from practical financial considerations, to fundamental issues of safety, to mundane concerns about convenience, and juggling multiple work and family responsibilities. The majority of participants were highly motivated to adapt their shopping patterns to accommodate personal financial constraints. In addition, they selectively shopped at stores frequented by people who shared their race/ethnicity, income and education, and they sought stores where they had positive interactions with personnel and proprietors. In deciding where to shop in this urban context, participants adapted their routines to avoid unsafe places and the threat of violence. Participants also discussed the importance of convenient stores that allowed for easy parking, accommodation of physical disabilities or special needs, and integration of food shopping into other daily activities like meeting children at school. Food research and policies should explicitly attend to the social dynamics that influence food-shopping behavior. In our social relationships, interactions, and responsibilities, there are countless opportunities to influence—and also to improve—health.
18 pages., via online journal, The aim of this paper is to investigate the perceptions of small-scale farmers in Brazil towards genetically modified (GM) crops based on a sample of 15 focus groups involving 111 individuals. The analysis of the corpus shows heterogeneous perceptions regarding these crops, shaped by diverse factors, including economic prospects and concerns with the impact on health and the environment. There are many misgivings about these effects among the farmers, who are keen to receive unbiased information on the topic. These uncertainties affect them more as consumers, as most would prefer eating GM-free food, than as producers, as they consider other aspects, especially economic feasibility, when deciding what to grow. Although most farmers believe they should have a voice in decision-making on agricultural issues, few have made concerted efforts to be heard.
10 pages., via online journal., This article analyses the role of media in the representation and circulation of the term ‘social licence’ within public debate. It does so in the context of an increasingly global political economy of forests, growing public interest in resource procurement and environmental sustainability, and new forms of mediatized environmental conflict that carry volatile notions of ‘the affected’. Drawing on a longitudinal study of the three-decade-long conflict over forests and forestry in the Australia's southern island state of Tasmania, this research outlines the emergence, embedding and decline of the term ‘social licence’ in national and local media coverage. The article argues that the term's openness and strategic deployment by stakeholders in news media exposes industries, markets and communities to continuing conflict, while making the term a site for conflict itself. The article concludes by asking how – within the context of expanding international markets and complex supply chains, and sophisticated use of media by campaigners, corporations and governments – ‘social licence’ can be a publicly useful concept.
9 pages., via online journal., High-quality weather and climate services (WCS) can be critical for communicating knowledge about current and future weather and climate risks for adaptation and disaster risk management in the agricultural sector. This paper investigates the structure and performance of weather and climate services for farmers from a governance perspective. Empirically the paper compares the institutional design and operations of agro-meteorological services in Maharashtra/India and Norway through a ‘most different case study’ approach. The two cases were selected to represent great diversity in location, scale and institutional design. A governance approach based on semi-direct interviews and policy and institutional analysis was combined with local survey data of farmers’ perceptions and use of the services. Despite the fact that the context for the two agromet advisory services was very different from a climate-weather, eco-agriculture and socio-institutional angle, the analysis reveals great similarities in the services structures and critical governance challenges. In both countries the agromet services communicated knowledge that was largely perceived not to be well tailored to farmers’ needs for decisions in specific crops- and farm operations, spatially too coarse to address local issues, and, often unreliable or inaccurate in terms of the quality of data. Farmers did, however, respond positively to specific and locally relevant information on e.g., warnings about high rainfall and spread of pests. Observing such similarities across very diverse contexts enhances the generalization potential, precisely because they evolved under very different circumstances. Similar observations find support in the wider WCS literature. Based on the empirical findings, we propose a more deliberate approach to institutional design of WCS in order to enhance governance performance and co-creation of the services at local, district and national scales. It is suggested that greater participation of farmers and agricultural extension agents in the co-creation of these services is a necessary means of improving the services, supported by the WCS literature. However, we insist that greater participation is only likely to materialize if the deficiencies in institutional design and knowledge quality and relevance are addressed to greater extent than done today. The comparison between the two services shows that Norway can learn from India that a more ambitious scope and multiple forms of communication, including the use of social media/WhatsApp groups, can facilitate greater awareness and interest among farmers in multi-purpose agromet services for multi-way communication. India can learn from Norway that a more integrated and decentralized institutional design can strengthen the network attributes of the services, foster co-creation, and improve participation of both poor and large-scale farmers and extension agents.
6 pages., via online journal., Technology Acceptance Model (TAM) is commonly applied to analyse contributions of determinant variables on the adoption of communications technology. However, identifying external variables that affect technology adoption need to explore. This research is aimed to identify the role of education variable in the technology adoption. The study was conducted by survey design. One hundred respondents were determined by judgmental sampling method with criterion that respondents are owners or manager of small medium enterprises that use livestock-based product such as meat, eggs and milk in Bantul Regency, Special Province of Yogyakarta. The research showed that Perceived Ease of Use affected Perceived Usefulness (p≤0.001), and both of those variables were critical factors for Attitude Toward Social Media Use (p≤0.001). The study revealed that Intention to Adopt Social Media is affected by Attitude Toward Social Media Use and Perceived Usefulness (p≤0.001). Then, the test found that education moderates relationships between Attitude Toward Social Media Use and more influential users on those with lower education backgrounds (p≤0.05). Even so, education did not moderate relationships between Perceived Usefulness and Intention to Adopt Social Media. In short, the proposed model was able slightly higher in explaining compare to the original TAM.
16 pages., via online journal., Organic farming is knowledge intensive. To support farmers in improving yields and organic agriculture systems, there is a need to improve how knowledge is shared. There is an established culture of sharing ideas, successes and failures in farming. The internet and information technologies open-up new opportunities for knowledge exchange involving farmers, researchers, advisors and other practitioners. The OK-Net Arable brought together practitioners from regional Farmer Innovation Groups across Europe in a multi-actor project to explore how online knowledge exchange could be improved. Feedback from the groups was obtained for 35 ‘tools’, defined as end-user materials, such as technical guides, videos and websites informing about practices in organic agriculture. The groups also selected one practice to test on farms, sharing their experiences with others through workshops, exchange visits and through videos. Farmers valued the same key elements in face-to-face exchanges (workshops and visits) as in online materials. These were the opportunity for visual observation, deeper understanding of the context in which a practice was being tried and details about what worked and what did not work. Videos, decision support tools and social media can provide useful mechanisms for taking knowledge exchange online, enabling farmers and researchers to share experiences and practical implications. Visual information, economics, details of the context, successes and failures were considered to be critical factors in good knowledge exchange tools. Online platforms and forums should not be expected to replace but rather to complement face to face knowledge exchange in improving organic farming.
