20 pages., Agricultural communication covers all kinds of human communications involving agriculture, food, natural resources and rural interests. Such communications exchange and deliver the information of the agricultural and natural resource industries to the right receivers through effective media. Storytelling in marketing is also a managerial application; it is a marketing strategy that includes the agricultural industry. While an increasing number of agricultural businesses are promoting the application of agricultural stories in marketing and facilitating increases in the consumption of agricultural products, few researchers have explicitly developed valid tools for measuring the constructs of agricultural stories. This study continued previous research on effective model of storytelling in agricultural marketing, with the aim of exploring the constructs of a good agricultural story and developing the “Agricultural Story Scale” to measure them. Thirteen items measuring three factors—authenticity, narrative, and protagonist’s distinctiveness—were confirmed to have satisfactory structural model fit. The findings of the study and recommendations that contribute to both theoretical and practical implications are reported.
Keywords: Agricultural Story; Agricultural Communication; Measurement; Storytelling; Storytelling in Marketing
UI Library subscription., Update on agricultural/rural broadcasting in the U.S., including recent survey results about listenership and about the News Service of the National Association of Farm Broadcasting.
8 pages., Online via UI electronic subscription., Researchers measured farmer demand for a new agricultural technology , a triple-layered hermetic storage bag which reduces storage loss from insect pests and neutralizes aflatoxin contamination in grain. Findings revealed a highly elastic demand that that the wholesaler could increase profit by lowering the price. Farmers who had prior awareness of the bag were willing to pay 20% more on average than those previously unaware of it. Farmers' valuation of the bags was not significantly different based on the medium (text, audio, or video) through which they received the information.
16pgs, Joint venture (JV) farm structures have the potential to increase the productivity and profitability of traditional family farms. However, such structures are not widely adopted within the farm business community. Furthermore, knowledge on the relative attractiveness of different JV models to farmers is limited. We use a choice experiment to explore what JV structures are preferred by Australian farmers, and how farmers’ socio-demographic and attitudinal characteristics influence the type of JV structure preferred. A latent class analysis revealed significant unobserved preference heterogeneity amongst the population. We identify four latent classes that differ in their preferences regarding the number of JV partners, access to new machinery, and/or the opportunity for additional annual leave. All classes of farmers displayed positive preferences for operational decision-making with other JV partners, although they varied in their preferences towards final operational responsibility. The diversity in preferences shows that there is no ‘one size fits all’ JV design, leaving opportunities for a range of JV decision models. Such flexibility in JV design is likely to have advantages when seeking JV partners, with a significant proportion of the sampled population open to collaborative decision-making models.
8 pages, Small-scale farmers face unique challenges. In this review, we conceptualize small farm success by aggregating and categorizing results from recent (post-2000) literature on small farm success factors and producer needs assessments. Our findings suggest that small farm success is multifaceted and not limited to profitability. We find that small farms have a diverse range of needs, though little has been done to rank their importance. We conclude that future research would benefit from increased methodological transparency and a systematic approach to needs evaluation. We consider the role of Extension professionals regarding the continued success of small farms.
Online from publication. 3 pages., Perspectives from four restaurant chain executives at a conference of the Produce Marketing Assocition. Focus on deeper connections with supply partners, labor savings through technology, and more racial diversity at top levels. "...the truth is, this country runs on foodservice."
15 pages, Climate change poses several challenges worldwide, including the increase in severity and frequency of extreme weather events, such as droughts. As a result, there are projected environmental, economic and social impacts in several sectors, including agriculture. However, the extent of climatic impacts depends on farmers’ awareness and their capacity for adaptation in response to changes in the climate. This study analyzes the factors that influence farmers’ perception of climate change. Data were collected from a farm-household survey in the Rio Grande do Sul state, Brazil. Using a logistic regression model, we identified that farm size, support of extension workers, number of conservation practices adopted, and ecocentrism value influenced positively the perception. Moreover, we found that farm size relied on government actions, subsidies, and anthropocentric value was affected negatively. These findings showed that socioeconomic and psychological factors shape farmers’ perception of climate change. Extension workers and policymakers should increase farmers' awareness on climate change improving the communication on the nature importance for the ecosystem as a whole (ecocentrism) and/or explaining the importance of nature for human welfare (anthropocentrism).
10 Pages, As Thai farmers get older they need to plan what to do with their farm business and land given younger people tend to out-migrate to urban areas and shift their interests away from farming. Such demographic trends may reduce agricultural productivity and increase food insecurity, both among farmers and in the region. Using data collected through interviews with 368 farmers in the Prachin Buri province of Thailand, this research aims to examine how ageing is affecting farm activities of older farmers (60 years and older) and how they are adapting. We found that, while a small percentage of older farmers intended to continue farming without making any changes over the next five years (~9%), most were concerned about their health and farm work capacity, and were looking to leave farming and implement strategies to reduce both work intensity and time. Most farmers intended to stop farming and transfer farmland to their children (~40%), or continue farming while making some changes (~30%), such as employing additional workers or switching to less labour intense crops. Some intended to stop farming altogether and dispose of farmland outside their family (~21%; e.g. leasing out or selling or returning farmland to owner if leased). As expected, the chosen strategy depended on personal (old-age income security and gender) and farm characteristics (e.g. successor, farm activities, and subsidy). Having a dedicated successor had a substantial impact on transferring land to the children, reflecting the importance of commitment for farming by the next generation, which will be challenging. A pension higher than the widely available old-age allowance could support farmers in maintaining a better living standard after retiring. However, only a fraction of farmers currently had access to a pension. Both short- and long-term policies are, therefore, needed to support elderly farmers, improve their living standards after retirement, and attract young people back to farming.
10 pages, In vitro meat (IVM) grown from animal cells is approaching commercial viability. This technology could enable consumers to circumvent the ethical and environmental issues associated with meat-eating. However, consumer acceptance of IVM is uncertain, and is partly dependent on how the product is framed. This study investigated the effect of different names for IVM on measures of consumer acceptance. Participants (N = 185) were allocated to one of four conditions in an experimental design in which the product name was manipulated to be ‘clean meat’, ‘cultured meat’, ‘animal free meat’, or ‘lab grown meat’. Participants gave word associations and measures of their attitudes and behavioural intentions towards the product. The results indicated that those in the ‘clean meat’ and ‘animal free meat’ conditions had significantly more positive attitudes towards IVM than those in the ‘lab grown meat’ condition, and those in the ‘clean meat’ condition had significantly more positive behavioural intentions towards IVM compared to those in the ‘lab grown meat’ condition. Mediation analyses indicated that the valence of associations accounted for a significant amount of the observed differences, suggesting that anchoring can explain these differences. We discuss these results in the context of social representations theory and give recommendations for future research.
13 pages., Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in aggregate brand sales are reported for the years when brands stopped advertising relative to the last advertised year. On average, brand sales declined immediately in the first year and every subsequent year of advertising cessation. Decline generally was faster for smaller brands and for brands that already were declining in sales before advertising cessation.
