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    182. The cultural imaginary of ethical meat: A study of producer perceptions

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Johnston, Josee (author), Weiler, Anelyse (author), and Baumann, Shyon (author)
    Format:
    Journal article
    Publication Date:
    2022-01-05
    Published:
    United States: Elsevier
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12564
    Journal Title:
    Journal of Rural Studies
    Journal Title Details:
    89
    Notes:
    12 pages., Because of concerns about human health, the environment, and animal welfare, meat is a highly contentious food. Accordingly, a broad range of alternative, small-scale practices for raising livestock and producing non-industrial meat are in the spotlight. While scholars have examined consumer perspectives on “ethical” meat, less is known about producers' perceptions of how small-scale meat production fits into the broader food system, and how their perceptions relate to broader sustainability debates surrounding meat. We explore producer perspectives on small-scale “ethical” meat production and its role in a sustainable food system. We do so through interviews and site visits with 74 people working within alternative meat production in four Canadian provinces, a sample that includes farmers, ranchers, butchers, and meat-focussed chefs. We find that, in the face of practical challenges linked to small-scale production, producers are passionately committed to the project of small-scale animal rearing that they regard as humane and sustainable. Despite these similarities, producers have radically different ideas about the purpose and potential of ethical meat. We observed major differences among producers' cultural imagination of meat, exemplifying varied ideas for fitting meat into a sustainable food system. Our findings underscore the importance of charting not only producers’ practices, but also their cultural orientations.

    183. The evolution of the MasAgro hubs: responsiveness and serendipity as drivers of agricultural innovation in a dynamic and heterogeneous context

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Camacho-Villa, Tania Carolina (author), Almekinders, Conny (author), Hellin, Jon (author), Martinez-Cruz, Tania Eulalia (author), Rendon-Medel, Roberto (author), and International Maize and Wheat Improvement Center, Mexico, D.F. Wageningen University, The Netherlands Universidad Autónoma Chapingo, Mexico Universidad Autónoma de Chiapas University of Bonn, Germany
    Format:
    Online journal article
    Publication Date:
    2016-10-17
    Published:
    Mexico: Taylor & Francis
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 108 Document Number: D10955
    Journal Title:
    Journal of Agricultural Education and Extension
    Journal Title Details:
    22(5) : 455-470
    Notes:
    17 pages, via online journal, Purpose: Little is known about effective ways to operationalize agricultural innovation processes. We use the MasAgro program in Mexico (which aims to increase maize and wheat productivity, profitability and sustainability), and the experiences of middle level ‘hub managers’, to understand how innovation processes occur in heterogeneous and changing contexts. Design/methodology/approach: We use a comparative case study analysis involving research tools such as documentary review, key informant interviews, focus group discussions, and reflection workshops with key actors. Findings: Our research shows how a program, that initially had a relatively narrow technology focus, evolved towards an innovation system approach. The adaptive management of such a process was in response to context-specific challenges and opportunities. In the heterogeneous context of Mexico this results in diverse ways of operationalization at the hub level, leading to different collaborating partners and technology portfolios. Practical implications: MasAgro experiences merit analysis in the light of national public efforts to transform agricultural advisory services and accommodate pluralistic agricultural extension approaches in Latin America. Such efforts need long-term coherent macro level visions, frameworks and support, while the serendipitous nature of the process requires meso-level implementers to respond and adapt to and move the innovation process forward. Originality/value: This paper contributes to the debate on how to operationalize large programs by showing that the innovation support arrangements enacted in the field should allow for diversity and have a degree of flexibility to accommodate heterogeneous demands from farmers in different contexts as well as continuous changes in the politico- institutional environment.

    186. The impact of sugarcane expansion in Brazil: Local stakeholders' perceptions

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Marques, Andreia (author), Kamali, Farahnaz Pashaei (author), Asveld, Lotte (author), Osseweijer, Patricia (author), Silveira, Jose Maria F. J. de (author), and Delft University of Technology, Netherlands Unicamp Universidade Estadual de Campinas, Brazil
    Format:
    Online journal article
    Publication Date:
    2019-11-05
    Published:
    Netherlands: Elsevier
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11216
    Journal Title:
    Journal of Rural Studies
    Journal Title Details:
    73(2020) : 147-162
    Notes:
    16 pages, via online journal, Sugarcane expansion in Brazil during the 2000s was partly restricted by several discussions about the sustainability aspects of its cultivation. These discussions were mainly based on surveys that sometimes use highly aggregated data not including local perspectives and particularities, and sometimes used case studies with small samples which, while listening to local perspectives, cannot be considered representative of the whole sector. This work aims at filling this gap by considering both the perceptions of the local community, which add primary data on impact, and a large sample, to increase the research representativeness. To do so, we present the results of 353 interviews, covering 33 municipalities in five states of the Center-South region of Brazil (the largest cultivation area in the country). The results show that the expansion of biofuels has generated conflict mostly related to environmental and social issues, although there is good acceptance of the sugarcane mills in general. Our conclusions point to the importance of including local voices for a deeper understanding of the advantages and limitations of the expansion of biofuels.

    189. The motivation, strategies, and barriers for adopting social media marketing in the flower retailing business

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Li-Chun, Chen (author) and Li-Chun, Han (author)
    Format:
    Journal article
    Publication Date:
    2020-11-12
    Published:
    United States: MDPI
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12227
    Journal Title:
    Horticulturae
    Journal Title Details:
    6(4), 80
    Notes:
    21 pages, Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to explore the barriers faced by florists regarding the adoption of SMM. The authors implemented these objectives by interviewing 35 flower shop owners who each had established a brand page on Facebook. The qualitative data obtained from the interviews were analyzed using a grounded hermeneutic editing approach. The study’s results revealed that even though there were different motivations for florists to adopt social media marketing, including increasing brand exposure, improving customer relationship, and reducing the cost of advertising, showing expertise in floral design to attract consumers was the most common motivation stressed by the interviewees. The strategies mostly used by florists in managing their Facebook brand pages included providing high quality posts, cross-industry advertising, and switching consumers from online questions to a physical store visit. The most significant benefit perceived by florists regarding the use of a Facebook brand page was the development of new customers. Although the interviewees recognized the benefitsofadoptingSMM,someofthemfacedgreatincompatibilityinlaborsourceforthatadoption. In addition, most interviewees focused on achieving general marketing goals rather than more advanced functions, such as business intelligence, in the application of SMM. The study results implied that the interviews mostly saw Facebook brand pages as a social network platform for increasing current sales volume, rather than for reaching a long-term quality customer relationship, which has deviated from the essence of social media marketing, and thus, limiting the synergy of the application of SMM in the flower retail sector.

    190. The potentials of traditional communication methods in information dissemination: A case study of farmers in Osun State, Nigeria

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Olanrewaju, Khadijat O (author) and Farinde, Akinloye J (author)
    Format:
    Journal article
    Publication Date:
    2014
    Published:
    Nigeria
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07037
    Journal Title:
    Communicatio: South African Journal for Communication Theory & Research
    Journal Title Details:
    40(4) : 361-375