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    1. Back to the Future Part 2: Surveying Geospatial Technology Needs of Georgia Agriculture and Natural Resources Extension Professionals

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Merry, Krista L. (author), Bettinger, Pete (author), and Hubbard, William G. (author)
    Format:
    Online article
    Publication Date:
    2008-08
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: C28398
    Journal Title:
    Journal of Extension
    Journal Title Details:
    Vol. 46, No. 4

    2. Business and marketing practices of U.S. landscape firms

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Torres, Ariana (author), Barton, Susan S. (author), Behe, Bridget K. (author), and Purdue University University of Delaware Michigan State University
    Format:
    Journal article
    Publication Date:
    2017-12
    Published:
    United States: American Society for Horticultural Science
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10349
    Journal Title:
    HortTechnology
    Journal Title Details:
    27(6) : 884-892
    Notes:
    9 pages., Via online journal., Little information has been published on the business and marketing practices of landscape firms, an important sector of the green industry. We sought to profile the product mix, advertising, marketing, and other business practices of United States landscape firms and compare them by business type (landscape only, landscape/retail, and landscape/retail/grower) as well as by firm size. We sent the 2014 Trade Flows and Marketing survey to a wide selection of green industry businesses across the country and for the first time included landscape businesses. Herbaceous perennials, shade trees, deciduous shrubs, and flowering bedding plants together accounted for half of all landscape sales; 3/4 of all products were sold in containers. However, landscape only firms sold a higher percentage of deciduous shrubs compared with landscape/retail/grower firms. Landscape businesses diversified their sales methods as they diversified their businesses to include production and retail functions. Landscape businesses spent, on average, 5.6% of sales on advertising, yet large landscape companies spent two to three times the percentage of sales on advertising compared with small- and medium-sized firms. Advertising as a percent of sales was three to four times higher for landscape/retail/grower compared with landscape only or landscape/retail firms; most respondents used Internet advertising as their primary method of advertising. The top three factors influencing price establishment in landscape businesses were plant grade, market demand, and uniqueness of plants, whereas inflation was ranked as the least important of the nine factors provided. A higher percentage of small and medium-sized firms perceived last year’s prices as more important in price establishment compared with large firms. A high percentage of large landscape companies said the ability to hire competent hourly employees was an important factor in business growth and management, but this was true only for about half of the small and medium-sized landscape companies.

    3. Conservation or preservation? A qualitative study of the conceptual foundations of natural resource management

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Minteer, Ben A. (author) and Corley, Elizabeth A. (author)
    Format:
    Journal article
    Publication Date:
    2007-08
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 156 Document Number: D07352
    Journal Title:
    Journal of Agricultural & Environmental Ethics
    Journal Title Details:
    20(4) : 307-333

    5. Frost protection for Georgia peach varieties: Current practices and information needs

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Simnitt, Skyler (author), Borisova, Tatiana (author), Chavez, Dario (author), Olmstead, Mercy (author), and University of Florida University of Georgia
    Format:
    Journal article
    Publication Date:
    2017-06
    Published:
    United States: American Society for Horticultural Science
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 16 Document Number: D10443
    Journal Title:
    HortTechnology
    Journal Title Details:
    27(3) : 344-353
    Notes:
    11 pages., Via journal article., The study focuses on frost protection for early-season (early-ripening) peach (Prunus persica) varieties, which are an important crop for producers in the southeastern United States. Using in-depth interviews with four major Georgia peach producers, we explore their frost protection management strategies. This information is the first step in developing a comprehensive research agenda to advise cost-effective frost protection methods for peach cultivation. We found that peach producers are concerned about frost impacts on their crops. Although early-season peach varieties are particularly susceptible to frost impacts, producers still dedicate significant acreage to these varieties, aiming to extend the market window, satisfy sales contracts, and meet obligations for hired labor. However, early-season varieties do not result in high profits, so producers prefer to concentrate on frost protection for mid- and late-season varieties. Producers employ a variety of frost protection methods, including passive methods (such as planting sensitive varieties in areas less susceptible to frost and adjusting pruning/thinning schedules) and active methods (such as frost protection irrigation and wind machines). The choice among active frost protection methods is based on factors such as the planning horizon, initial investment needs, frequency of frost events, and the effectiveness of the frost protection method. Problem areas that producers identified included improving the effectiveness of frost protection methods; reducing initial investments required to install frost protection systems; and employing better spatial targeting and configuration of frost protection strategies (to reduce investment costs while maintaining or improving the effectiveness of frost protection). Although the initial investment costs of enhanced protection systems may limit producers from actually adopting such methods, the operating costs of such systems are relatively low and have a limited effect on the decision to employ frost protection during a particular frost event. However, producers use information about critical temperatures for different bud stages, and hence, improving the quality of information regarding frost susceptibility can help producers make better frost protection decisions (and potentially reduce electricity costs and water use for frost protection).

    8. Identifying levels of engagement in the local food systems by generation in the state of Georgia, U.S.A

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Tidwell, Abraham (author), Lamm, Alexa J. (author), and Association for Communication Excellence (ACE) University of Georgia
    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: D11310
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    104(1)
    Notes:
    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.

    9. Interactive infographics' effect on elaboration in agricultural communication

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Burnet, Erin (author), Holt, Jessica (author), Borron, Abigail (author), and Wojdynski, Bartosz (author)
    Format:
    Online journal article
    Publication Date:
    2019
    Published:
    New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 78 Document Number: D10815
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    103(3)
    Notes:
    14 pages., via online journal., In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia, then asked to list their thoughts in accordance with Petty and Cacioppo’s thought-listing measure. Respondents significantly exhibited higher elaboration with the interactive message as opposed to the static, extending the results of past research in other communication realms to agricultural communication as well. This increase in attitude and cognition encourages agricultural communicators to pursue the use of more interactive elements in their messaging.