10 pages, Enormous quantities of data are generated through social and online media in the era of Web 2.0. Understanding consumer perceptions or demand efficiently and cost effectively remains a focus for economists, retailer/consumer sciences, and production industries. Most of the efforts to understand demand for food products rely on reports of past market performance along with survey data. Given the movement of content-generation online to lay users via social media, the potential to capture market-influencing shifts in sentiment exists in online data. This analysis presents a novel approach to studying consumer perceptions of production system attributes using eggs and laying hen housing, which have received significant attention in recent years. The housing systems cage-free and free-range had the greatest number of online hits in the searches conducted, compared with the other laying hen housing types. Less online discussion surrounded enriched cages, which were found by other methods/researchers to meet many key consumer preferences. These results, in conjunction with insights into net sentiment and words associated with different laying hen housing in online and social media, exemplify how social media listening may complement traditional methods to inform decision-makers regarding agribusiness marketing, food systems, management, and regulation. Employing web-derived data for decision-making within agrifood firms offers the opportunity for actionable insights tailored to individual businesses or products.
13 pages, via Online Journal, This paper contributes to our understanding of farm data value chains with assistance from 54 semi-structured interviews and field notes from participant observations. Methodologically, it includes individuals, such as farmers, who hold well-known positionalities within digital agriculture spaces—platforms that include precision farming techniques, farm equipment built on machine learning architecture and algorithms, and robotics—while also including less visible elements and practices. The actors interviewed and materialities and performances observed thus came from spaces and places inhabited by, for example, farmers, crop scientists, statisticians, programmers, and senior leadership in firms located in the U.S. and Canada. The stability of “the” artifacts followed for this project proved challenging, which led to me rethinking how to approach the subject conceptually. The paper is animated by a posthumanist commitment, drawing heavily from assemblage thinking and critical data scholarship coming out of Science and Technology Studies. The argument’s understanding of “chains” therefore lies on an alternative conceptual plane relative to most commodity chain scholarship. To speak of a data value chain is to foreground an orchestrating set of relations among humans, non-humans, products, spaces, places, and practices. The paper’s principle contribution involves interrogating lock-in tendencies at different “points” along the digital farm platform assemblage while pushing for a varied understanding of governance depending on the roles of the actors and actants involved.
4 pages, via Online journal, Bougainvillea (Bougainvillea sp.) plant inflorescence number will vary in response to multiple cues such as changes in temperature, water, light intensity, pruning, and photoperiod. Previous research reports that the application of plant growth regulators (PGRs) to bougainvillea grown under varying photoperiods improved inflorescence number, probably as a result of changes in gibberellic acid (GA) levels. There are many bioactive plant GAs, but we chose to investigate differences in gibberellic acid 3 (GA3) levels and inflorescence number in response to the application of ethephon (2-cholorethylphosponic acid) or abscisic acid (ABA) to ‘Afterglow’ bougainvillea (Bougainvillea ×buttiana) grown under 14-hour photoperiod [long-day (LD)] conditions. Plants were 5 inches tall with seven visible lateral nodes and were grown in a greenhouse in 4-inch pots filled with 5-mm coarse aquarium zeolite. Ethephon was applied as a foliar spray at 0.05, 0.07, 0.10, 0.15, or 0.20 mg/plant. ABA was applied as a soil drench at 1, 1.5, 3, 6, 8, or 10 mg/plant. Endogenous levels of GA3 were measured 1 and 48 days after treatment to calculate the change in GA3 (∆GA3). A short day (SD) control of 8 hours was included to measure differences in inflorescence number and ∆GA3 between photoperiods. ‘Afterglow’ plants grown under SD conditions had the greatest decrease in ∆GA3 (–1.09 µg·g–1) over 48 days and the most inflorescences (10.6) compared with LD control plants with a decrease in ∆GA3 of –0.09 µg·g–1 and fewer inflorescences (1.0). Plants grown under LD conditions and treated with 0.05 mg/plant ethephon had inflorescence numbers (9.6) and levels of ∆GA3 (–0.74 µg·g–1) similar to the SD control. As ethephon rate increased to more than 0.05 mg/plant, inflorescence number on LD plants decreased and ∆GA3 increased. Exogenous ABA rates of 1 mg/plant produced inflorescence numbers (1.4) and ∆GA3 (–0.10 µg·g–1) similar to the LD control. As the rate increased, ∆GA3 increased and inflorescence number decreased. Plants treated with ABA rates of 3 mg/plant and more were defoliated and had no inflorescences.
Dobson, A.D.M. (author), Milner-Gulland, E.J. (author), Aebischer, Nicholas J. (author), Beale, Colin M. (author), Brozovic, Robert (author), Coals, Peter (author), Critchlow, Rob (author), Dancer, Anthony (author), Grove, Michelle (author), Hinsley, Amy (author), Ibbett, Harriet (author), Johnston, Alison (author), Kuiper, Timothy (author), Le Comber, Steven (author), Mahood, Simon P. (author), Moore, Jennifer F. (author), Nilsen, Erlend B. (author), Pocock, Michael J.O. (author), Quinn, Anthony (author), Travers, Henry (author), Wilfred, Paulo (author), Wright, Joss (author), and Keane, Aidan (author)
Format:
Journal article
Publication Date:
2020
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 167; Folder: 201 Document Number: D11695
11 pages., Authors present an overview of the opportunities and limitations associated with messy data which conservationists increasingly use (e.g., citizen science records, ranger patrol observations). They also explain how the preferences, skills, and incentives of data collectors affect the quality of the information these data contain and the investment required to unlock their potential.
18 pages., via online journal, As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of wheat, perceived benefits of labeled products, and their evaluation of the shown labels. Results showed that consumers evaluate the gluten-free labels most positively when they appear on products that could have contained gluten. For products that are naturally gluten-free, adding a gluten-free label only decreased consumers’ confidence in such labels. The presence of gluten-free labels increased consumers’ perceived benefits of the labeled products when they do not contain any misleading information (e.g., image of a wheat head). However, some gluten-free labels could have negative impacts on consumers’ perceptions of the healthiness and safety of wheat. Overall, food producers and marketers might have undervalued consumers’ literacy and overestimated their susceptibility to marketing strategies. We discussed the implications for food marketers, regulators, and communicators.
28pgs, Technological advancement is seen as one way of sustainably intensifying agriculture. Scholars argue that innovation needs to be responsible, but it is difficult to anticipate the consequences of the ‘fourth agricultural revolution’ without a clear sense of which technologies are included and excluded. The major aims of this article were to investigate which technologies are being associated with the fourth agricultural revolution, as well as to understand how this revolution is being perceived, whether positive or negative consequences are given equal attention, and what type of impacts are anticipated. To this end, we undertook a content analysis of UK media and policy documents alongside interviews of farmers and advisers. We found that the fourth agricultural revolution is associated with emergent, game-changing technologies, at least in media and policy documents. In these sources, the benefits to productivity and the environment were prioritised with less attention to social consequences, but impacts were overwhelmingly presented positively. Farmers and advisers experienced many benefits of technologies and some predicted higher-tech futures. It was clear, however, that technologies create a number of negative consequences. We reflect on these findings and provide advice to policy-makers about how to interrogate the benefits, opportunities, and risks afforded by agricultural technologies.
11 pages, via Online journal, The Soil Vulnerability Index (SVI) was developed by the USDA Natural Resources Conservation Service (NRCS) to identify inherent vulnerability of cropland to runoff and leaching. It is a simple index that relies on the SSURGO database and can be used with basic knowledge of ArcGIS. The goal of this study was to investigate a relationship between constituent (sediment and nutrient) loadings and fraction of the watershed in each SVI class. The SVI maps were developed for each of the seven subwatersheds of the Mark Twain Lake watershed in Missouri, which were similar in soil conditions and climatic variability. The SVI assessment was performed by investigating if the distribution of the SVI for cropland in each subwatershed could help explain measured 2006 to 2010 sediment and nutrient loads better than crop distribution alone. Regression analyses were performed between annual loads of sediment and nutrients exported from the watersheds and a composite number that included either cropland distribution alone, or cropland distribution combined with the SVI. Coefficients of determination and p-values were compared to assess the ability of land use and SVI distributions to explain stream loads. Integrating the SVI in the land cover variable improved the ability to explain constituent loads in the watersheds for sediment, total nutrients, and dissolved nitrogen (N). Regression results with and without the SVI were identical for dissolved phosphorus (P), potentially indicating that SVI was not indicative of dissolved P transport at the current site. Overall, the application of the SVI at watershed scale was not perfect, but acceptable at correctly identifying cropland of greatest vulnerability and linking with transported constituent loads.
2 pages., In a preview of this issue about "messy data in conservation," the author links messy data to related topics in conservation and urges a trans-disciplinary embrace of messiness to accelerate conservation progress.
20 pages., Via online from the University of Illinois website., Authors' review provided an overview of the data sources, computational methods, and applications of text data in the food industry. Applications of text data analysis were illustrated with respect to food safety and food fraud surveillance, dietary pattern characterization, consumer-opinion mining, new-product development, food knowledge discovery, food supply-chain management, and online food systems.
Mike, Moses R. (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), Lindsey, Angela B. (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11303
15 pages., via online journal, Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods can be significantly affected in disaster situations. Further, difficulty to fully anticipate such effects can limit Extension’s ability to communicate with targeted audiences and deliver important information. This descriptive study was conducted to examine Florida Extension offices’ and Extension faculty members’ communication efforts and effectiveness during the 2017 hurricane season. The primary methods used by respondents to communicate with subject matter clientele were email, face to face, and phone; the primary method used to communicate with the public was the internet/web. Respondents felt clientele and the public were only moderately aware of Extension’s efforts during the hurricane season. Future research is needed to investigate Extension faculty members’ choice of communication channels, as well as the ability of these channels to convey information to clientele and the public. Future research should also examine the communication channels and information sources used and preferred by clientele and the public during disasters. Such results should be compared to the findings of this study to inform future practice for communication in disasters.
