Wine workshops hosted at local wineries positively impacted the behavior of Iowa wine consumers. Many participants (75%) reported visiting an Iowa winery following the workshop. The percentage of participants consuming Iowa wines increased by 20.6% (p < 0.001) following the workshop. Based on these outcomes, it appears these three hour wine workshops are a very useful opportunity for consumers to be engaged and involved, and to learn about local grapes and wines as well as to improve their behavior toward local products.
23 pages, Cotton is the most significant natural fiber in the world and an important part of the global economy. Yet, the cotton industry faces several challenges in securing its place in the global fiber market share, reaching new consumers, and maintaining relationships with current consumers. Furthermore, the cotton industry has a unique opportunity to share evidence-based information with followers through its product marketing on social media. The study described herein used content analysis to explore Instagram content on the @discovercotton profile. Content included categories of promoted products (i.e. women, men, children, or home); comments, posts, and caption stimuli; and most frequently used word, hashtag, and retail partner stimuli. We analyzed 434 Instagram stimuli (244 single photos, 142 carousels, and 48 videos) from March 2, 2021, to March 2, 2023. Across all stimuli, there were 110,143 likes and 5,799 comments with total response (engagement: likes and comments) reaching 115,942. We found that women’s products were promoted most often followed by men, home, and children—only 8.48% of stimuli depicted cotton, a cotton plant, or the seal of cotton. We identified six major themes in caption stimuli on @discovercotton: qualities of cotton, style, sustainability, check the label, women, and cotton production. Cotton was the most frequently used word stimuli in captions, and cotton as a fabric was the most promoted theme.
20 pages., This research paper explores the role of environmental labelling in shaping the purchasing and consumption behaviours of Generation Z. The study aims to provide insights into the comprehension, perception, and attitude of this generation towards environmental labelling and to investigate how these factors impact their purchasing decisions. The results of this study provide valuable insights into the role of environmental labelling in shaping the behaviours of young consumers and suggest that it still matters to this generation. The study also highlights the importance of trust in environmental labelling for influencing purchasing decisions. Our research paper provides new insights into the role of environmental labelling in shaping the behaviours of Generation Z, which is a critical demographic group for sustainable consumption. We found that this generation is highly aware of environmental issues and is motivated to make eco-friendly purchasing decisions. However, our study also highlights that the lack of trust in environmental labelling can be a significant barrier to sustainable consumption. This study contributes to the literature on environmental labelling and consumer behaviour among Generation Z.
26 pages, This research is intended to initiate understanding of how obesity in the South persists even though the majority of inhabitants subscribe to a faith that discourages unhealthy lifestyles. Grounded in the Cognitive Dissonance Theory, this study examined Protestant evangelical Christians in the South (N = 11), who participated in semi-structured interviews. The first emergent theme was that, to these Southerners, the purpose of food is for sustenance and survival, as well as for bringing people together. Most participants reported having an average level of knowledge of nutrition and health. Furthermore, participants generally agreed that marketing or educational efforts had little effect on their understanding of nutrition. Another theme emerged when participants provided Biblical references to food or health. “The Body is a Temple” and “gluttony” were the most common Biblical concepts. All participants referred to taste or desirability as the driver of their food selections. Furthermore, most participants claimed habitual gluttony as a personal experience in their lives. This study concluded that subjects employed two modes of “trivializing” as a way of resolving dissonance. Some participants justified their eating habits based on Southern culture, while others explained that their church culture supported unhealthy eating as a means of gathering in fellowship.
14pgs, We used an online survey to document challenges experienced by aquaponic hobbyists (n = 81), producers (n = 117), and educators (n = 75). Responses were distilled into the following categories: 1) operations and management; 2) facilities, location, and system design; 3) knowledge and educational resources; 4) funding; 5) economic viability; 6) plant culture; 7) marketing and distribution; 8) fish culture; 9) human factors; 10) regulations and certifications. Training and research in these areas are needed to advance the aquaponics industry.
13 pages, Current study was conducted during 2020 by Department of Economics, Fatima Jinnah Women
University, Rawalpindi, Pakistan to study evaluate the marketing channel of vegetables in
Punjab pertaining to farm’s profitability and the factors determining this profit based on primary
data collected from 100 farmers each for 4 selected vegetables . Data were collected through
structured questionnaire from 36 villages out of 7 cities of Faisalabad division while from 28
villages out of 5 cities of Bahawalpur division through purposive sampling technique. Gross
margin analysis and mean regression was done to estimate the determinants of profit both at
division level and for the pooled data. The gross margin per acre was calculated at Rs.171,676
for cucumber, Rs. 171,649 for green chilies, Rs. 315,229 for tomatoes and Rs. 33,002 for onions.
The regression results showed age, farming experience, credit and storage facilities, production
cost and commission to the middle man as significantly contributing factors in profit while
the choice of production technique appeared to be particularly depending on the educational
qualification of selected farmers. The peak age that yielded maximum profit was calculated at
49 and 42 years in Faisalabad and Bahawalpur division, respectively. Experience of farmers
was significantly increased in profit. The commission to agent surpasses all other payments that
farmers incurred during marketing process. The margin was around 39% and 33% of total cost
for cucumber and chilies in Faisalabad while 34% and 43% percent for tomatoes and onion in
Bahawalpur. So the enactment of farmers with middle man for the sale of crop was due to heavy
reliance on them for loans; around 80 percent famers in Faisalabad while about 40 percent
in Bahawalpur sought loans from middle man. The study suggested that healthy competition
among farmers by providing them adequate storage facilities, sufficient credit, perfect market
information and education could contribute positively in adopting advanced modes of production
to minimize the production and marketing cost.
6 pages, In this time of information overload, successfully engaging farmers with compelling outreach materials is a major challenge for conservation programs and related research projects. One potential approach is targeting information to the recipient, e.g., local rather than regional soil and water conditions, when sending messages to farmers. Targeted information may increase engagement by making materials stand out as more relevant and useful; conversely, it may decrease engagement by making farmers wary of the program and how it is using the information. We tested the effect of targeted information on farmer engagement using a large, randomized controlled trial in Iowa. In partnership with Iowa State University, we sent 2,996 farmers a single mailing with information about erosion at the local watershed (targeted) or state (control) level and measured their responses to a two-minute survey. We found that targeted information increased relative response rates by 20%, from 13.8% to 16.4%. This level of increase is meaningful for practitioners, as well as statistically significant. Our findings show that targeted information can be an important tool for practitioners and researchers seeking to better connect with farmers who are inundated with marketing mail.
16 pages, Zimbabwe’s agro-ecological regions IV and V lie in low rainfall areas and food security is a perennial concern. Vertical coordination strategies and market institutions provide hope for building farmer resilience in regions affected by climate change in Zimbabwe. This study focused on four districts (Binga, Chiredzi, Hwange, Matobo) which are in regions IV and V. A questionnaire was used to collect data from 281 respondents. Probit and Multiple linear regression models were used to evaluate the determinants. Results show that contract farmers allocated more than 3 hectares to small grains agricultural enterprise. The research established that long distances to markets, access to credit, extension services and affiliation to farming groups are some critical determinants which influence market participation and yields sold.
25 pages, The 2020 growing season presented new and significant challenges for farmers and farms across the United States as they navigated the COVID-19 pandemic. The rich and diverse agricultural landscape of Washington State offers a valuable microcosm in which to explore the experiences of farms in the U.S. during the pandemic. The purpose of this study was to qualitatively assess the impacts of the COVID-19 pandemic on directly marketing small farms in western Washington State, with a focus on farmers’ experiences with resilience. We conducted in-depth, semi-structured interviews with 15 farmers and used thematic analysis to explore the influence of the pandemic on overall experiences, responses, and values and perceptions related to small farms. Interviewees provided insights on the impacts of the pandemic on their daily farm operations, production costs, marketing channels, demand, and revenue. Farmers also reported shifting personal and public attitudes towards small farms during the pandemic. Product diversity, flexibility, multiple forms of support, values, and access to resources emerged as drivers of COVID-19 impacts and farm adaptations. When compared to existing frameworks on farm resilience, farms in this study are seen to demonstrate resilience via buffer and adaptive capabilities, which enable them to absorb and adjust to shocks. Farmers also discussed resilience via transformative capability, the potential to create new systems, leveraging the collective power of small farms to shape future food systems. Future research on the resilience of small farms should focus on ways to both promote resilience attributes and facilitate the ability of farmers to act on resilience capabilities.
15 pages, Farmers are invited to tell stories about their farms, especially about their farm’s origin and history. However, some farm stories go untold, are uninvited, or become obscured, including stories of farm closures. With this case study, we invite journalists and academics to provide further opportunities for farmers to tell their own closure stories. Written by the farmer and her CSA member and friend, who researches farmer communication, this case study calls on farmers to tell their farm-closure stories in the complicated and robust ways such stories deserve. We draw on academic and public scholarship about farm closures and farmers’ disclosures to feature how one farmer decided to end her farm and farming career. We chronicle her decision-making process and her strategies to communicate the closure of her farm, as well as analyze themes from how audiences reacted to her news. We also offer a range of reasons for inviting such telling of complex closure stories.
21 pages, Produce that does not meet sellers’ esthetic standards may be redirected to alternative uses or wasted, but consumer trends indicate potential marketability of blemished produce. We conduct a nonhypothetical experimental auction to elicit consumer willingness-to-pay (WTP) for produce of varying degrees of blemish and test whether valuations are affected by (1) information on food waste resulting from grocery stores’ esthetic standards and (2) additional information on the environmental impacts of food waste. WTP for blemished produce increases as consumers become informed, but the information effects vary by blemishing degree. Market simulations indicate that introducing blemished produce can increase retailer revenue.
5pgs, This time of year, fresh produce production is abundant in most U.S. states, with the North arriving to the party little later than those below the Mason Dixon line.
While retailers know how to source, merchandise and market locally grown programs, engaging consumers in a locally grown program can prove to be trickier than in the past. But there are a lot of opportunities.
3pgs, Telling the narrative of produce is one key to any brand. Retailers and consumers need to hear it. It’s about education, says Chris Drew.
“We’re telling the story of the artichoke,” said the CEO at Castroville, Calif.-based Ocean Mist Farms. “We’ve hosted clerks and managers from retail partners for tours of our fields and facility. We hope to de-intimidate people with the artichoke.
2 pages, Author, journalist, and food-policy expert Raj Patel's last edition of Stufed and Starved: The Hidden Battle for the World Food System was written in 2012. It was and continues to be an essential contribution to the literature on the global food system. It serves as a jumping-of point for researchers, activists, or even the average reader.
22 pages, The purpose of this study was to identify the demographic characteristics, career motivations, and professional development of American equine journalists. An online survey was distributed to equine journalists identified through their professional organizational membership. Descriptive statistics were used to analyze the data. Equine journalists were found to be predominately female, Caucasian, and averaged 53 years old. Nearly half were exposed to the equine industry prior to their career and have been working in the industry for over 15 years. Respondents were well educated and were most motivated towards their career as an equine journalist because of their interest in horses. Over 70% of equine journalists in this study participated in one to 10 professional developments in the last year, with social media management as the most frequently reported topic. Other frequently reported topics were marketing, journalistic writing, and magazine publication. Recommendations for practice include recruiting agricultural communications minor or certificate students from specialized programs such as animal science, equine science, equine studies, or livestock. Future research should consider the influence of pre-career experiences on equine journalist career motivations and skill development.
10 pages
e-ISSN: 2455-6270; p-ISSN: 2455-7455, In India even today more than half of the population is involved with agriculture thus making it the primary and important activity. Since most of the Indian population still lives in rural regions, so for this reason agriculture and related activities constitute the major source of revenue. Nonetheless, irrespective of the government's numerous efforts, there is still a huge disparity between a farmer's actual investment and the return on investment. As a result, the purpose of this research is to investigate the numerous factors
which impact farmers' attitudes about agricultural produce marketing. The study revealed that the majority of farmers belonging to the study region are low-income subsistence farmers who are more susceptible to agricultural hazards. Substantial farmers have better access to financing, but they do not contact financial institutions because of their large precautionary reserves.
Moreno-Ortiz, Carlos Alberto (author), Peterson, Dr. Donna J. (author), Collart, Alba J. (author), Downey, Laura (author), Seal, Susan (author), and Gallardo, Roberto (author)
Format:
Journal article
Publication Date:
2021-12-10
Published:
United States: Clemson University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D12409
8 pages, We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.
9 pages., Cassava (Manihot esculenta) is an important regional food source, providing food and income to over 30 million farmers, processors, and traders in Nigeria. Extension programs support awareness and interest in new technologies; they facilitate the adoption and adaptation of new approaches to crop production, post-harvest processing, and marketing. Extension can be understood as an intermediary or catalyst in the dissemination of information to rural farmers. This study analyzed the effect of cassava farmers’ exposure to extension on a broad measure of cassava technology adoption, while considering the influence of some individual and farm characteristics as control variables. Data were obtained from personal interviews with sample of 952 households conducted in southern Nigeria. Results show a relationship between extension exposure and technology adoption. Farmer-to-farmer interaction played the greatest role in diffusion of the technologies. Interactions with extension agents were low, suggesting that adoption of improved technologies could be enhanced by improved regular contact with extension information. The results underscore the importance of farmer-to-farmer interaction processes that often overshadow extension assistance in supporting and guiding the use of production technology. The conclusions consider some implications for 21st century extension.
