4 pages, via Online journal, Since late Mar. 2020, many universities halted normal operations due to the Coronavirus Disease 2019 (COVID-19) pandemic. Although extension uses many different techniques to educate consumers, it has been slow to grasp the power of social media. Faced with a dilemma of using digital methods instead of in-person field days, short courses, and workshops, Twitter was a viable alternative, especially for broad audience engagement. Tweet threads were posted on Twitter every Monday morning from 6 Apr. to 8 June 2020. Each thread consisted of 10 tweets. A hashtag #YardFruits was used to start the thread and for later reference. For the first nine threads only one fruit species was discussed per thread. The final thread consisted of single tweets of several species. Engagement percentage did not differ over time but did differ among the crop species. Tweets that did not include a photo received less engagement (2.7%) than those that did include a photo (4.7%). My Twitter account saw a 6.5% increase in followers during the series. Grape (Vitis sp.), passion fruit (Passiflora sp.), fig (Ficus carica), and pear (Pyrus communis) threads had the least engagement and were different from the Other Fruits thread. All other threads were similar. Extension educators can grow their influence by using well-targeted, focused tweets and tweet threads, especially those that use hashtags and photos.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12066
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Online from publishing organization website. 5 pages., Report of letters sent to companies making questionable COVID-19 claims of treatments, prevention, or cures. Brief descriptions of the 45 disputed claims, ranging from musical medicine to holistic health acupuncture.
22 pages., The disconnect between the public and agricultural production is a growing concern for the Canadian agriculture industry. A lack of knowledge regarding food production can lead to distrust in the industry and in the safe, nutritious food grown on Canadian farms. To assess consumers’ level of agricultural knowledge, we surveyed consumers about agricultural production. Results reveal a lack of basic knowledge in most areas, and a particular deficit in the areas of crop protection, organic production, and advanced plant breeding technologies. Based on these results, we recommend that the agriculture industry focus education and communication efforts on these topics.
18 pages., via online journal, As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception of humane treatment and purchasing tendencies toward egg products. Results showed that while most consumers lack knowledge regarding the labels’ meaning and certification standards, they rely on the labels with simplistic terms (e.g., "certified humane," "cage free") as heuristic cues to judge the ethical treatment of hens on the farm. However, the selected labels did not lead consumers to pay a higher premium for the labeled products. We discussed the implications for regulators, food marketers, and agricultural communicators.
USA: Center for Food Integrity, Gladstone, Missouri.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11707
Notes:
2 pages., Online from publisher., Examines a period of meat shortages in stores - and headlines about pork and poultry farmers having to euthanize entire barns of animals. "Helping consumers understand the supply chain disruption and impacts may seem daunting, but the key is to keep it simple and engage on the shared values of safe food and a commitment to the highest standards of animal care."
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.
Online from publication. 2 pages., Report of a panel discussion at the Produce Marketing Association's Fresh Summit. Includes reference to need in marketing communications for greater orientation to consumer needs and desires.
18 pages, via Online Journal, Plant-based milk alternatives–or mylks–have surged in popularity over the past ten years. We consider the politics and consumer subjectivities fostered by mylks as part of the broader trend towards ‘plant-based’ food. We demonstrate how mylk companies inherit and strategically deploy positive framings of milk as wholesome and convenient, as well as negative framings of dairy as environmentally damaging and cruel, to position plant-based as the ‘better’ alternative. By navigating this affective landscape, brands attempt to (re)make mylk as simultaneously palatable and disruptive to the status quo. We examine the politics of mylks through the concept of palatable disruption, where people are encouraged to care about the environment, health, and animal welfare enough to adopt mylks but to ultimately remain consumers of a commodity food. By encouraging consumers to reach for “plant-based” as a way to cope with environmental catastrophe and a life out of balance, mylks promote a neoliberal ethic: they individualize systemic problems and further entrench market mechanisms as solutions, thereby reinforcing the political economy of industrial agriculture. In conclusion, we reflect on the limits of the current plant-based trend for transitioning to more just and sustainable food production and consumption.
19 pages, via Online Journal, This article discusses the interplay of public policy and market-driven initiatives to improve farm animal welfare (FAW). Over the last couple of decades, the notion of ‘market-driven animal welfare’ has become popular, but can the market deliver the FAW that consumers and politicians expect? Using the Danish pork sector as the empirical setting, this article studies efforts to improve private FAW standards following changes to general regulations. The analysis shows that ethical misgivings regarding the adequacy of current and prospective FAW standards are tempered by the economic considerations that guide the practices of some actors. The study also shows that efforts to improve FAW standards are contingent on collaboration and coordination across globalised markets among actors with divergent interests. The findings have important implications for market practices and public policy in relation to FAW.
