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    3. Undergraduate student attitudes to current poultry industry issues over four semesters: surveying an introductory poultry science course

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Meyer, Meaghan M. (author) and Bobeck, Elizabeth A. (author)
    Format:
    Journal article
    Publication Date:
    2023-01-13
    Published:
    USA: Oxford University Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13554
    Journal Title:
    Journal of Animal Science
    Journal Title Details:
    101
    Notes:
    11 pages, Individual background and demographics affect student perceptions of animal production. Understanding how science-based education alters these opinions is a critical aspect of improving university instruction as well as increasing consumer engagement in the poultry industry. The study objectives were to quantify the effects of student background, career interests, and science-based instruction on opinions regarding current issues in the poultry industry. Undergraduate students enrolled in a one semester poultry science course at Iowa State University between 2018 and 2021 were anonymously surveyed at the start and end of the semester as part of a 4-yr study. Students who opted to take the survey answered three demographic questions indicating their 1) livestock experience, 2) sex, and 3) career goals. The body of the survey consisted of 16 “poultry issue statements” where students were directed to mark a vertical dash on a 130 mm horizontal line indicating their level of agreement with each statement. Post-survey collection, the line was separated into 5 sections for discussion: responses within 0%–20% indicated strongly disagree, 21%–40% disagree, 41%–60% neutral, 61%–80% agree, and 81%–100% indicated strongly agree. Responses were analyzed using Proc Mixed in SAS Version 9.4 with a Tukey–Kramer adjustment for all pairwise comparisons using main effects including demographic categories, education (pre- or post-instruction), and year the survey was taken. Responses to various issue statements were affected by students’ livestock experience (P &lt; 0.05; 6 out of 16 statements affected), sex (P &lt; 0.05; 5 out of 16 statements), and ultimate career goals (P &lt; 0.05; 4 out of 16 statements). Pre- vs. post-education responses differed significantly in 6 out of 16 statements (P &lt; 0.05), and in 2 out of 16 poultry issue statements, the year of instruction affected student response (P &lt; 0.05). These data indicate that individual student background, sex, and differing career interests impact opinions of current topics in the broiler and layer industries. Further, science-based education as well as the year the course was taken over consecutive semesters significantly altered student opinions.

    4. Assessing biosecurity compliance in poultry farms: a survey in a densely populated poultry area in North East Italy

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Tilli, Guiditta (author), Laconi, Andrea (author), Galuppo, Francesco (author), Mughini-Gras, Lapo (author), and Piccirillo, Alessandra (author)
    Format:
    Journal article
    Publication Date:
    2022-05-30
    Published:
    Switzerland: MDPI
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13449
    Journal Title:
    Animals
    Journal Title Details:
    12(11) : 1409
    Notes:
    10 pages, Biosecurity in poultry farms represents the first line of defense against the entry and spread of pathogens that may have animal health, food safety, and economic consequences. The aim of this study was to assess biosecurity compliance in poultry farms located in a densely populated poultry area in North East Italy. A total of 259 poultry farms (i.e., broilers, turkeys, and layers) were surveyed between 2018 and 2019 using standardized checklists, and differences in biosecurity compliance between the poultry sectors and years (only for turkey farms) were tested for significance. Among the three sectors, turkey farms showed the highest compliance. Farm hygiene, infrastructure condition, cleaning and disinfection tools, and procedures were the biosecurity measures most complied with. Some deficiencies were observed in the cleanliness of the farm hygiene lock in broiler farms, as well as the presence of the house hygiene lock in broiler and layer farms and an adequate coverage of built-up litter in turkey and broiler farms. In conclusion, this study highlighted a generally high level of biosecurity in the visited poultry farms (probably due to the stringent national regulation and the integration of the poultry industry) and identified some measures that still need to be improved.

    5. Green framing in corporate poultry videos: an analysis of sustainability messaging

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    VanBoxtel, Dylan (author), Swenson, Rebecca (author), and Steede, Garrett (author)
    Format:
    Journal article
    Publication Date:
    2022
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13288
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    106(4) : Article 3
    Notes:
    28 pages, Large broiler chicken companies have been under pressure by consumers to reduce their carbon footprint, improve animal welfare and labor practices, and enhance environmental quality across the industry. This study examines how large broiler chicken companies have addressed sustainability within video content directed toward consumers and posted on YouTube. To conceptualize this study, we used the 1990 Farm Bill definition of agricultural sustainability. It is important to examine articulations of agricultural sustainability as company messages often incorporate sustainability philosophies and ideologies while referencing specific production practices and goals. This study used qualitative content analysis to analyze 440 videos, and framing analysis to closely examine a subset of 55 videos, from three of the largest broiler chicken companies in the United States. The framing analysis revealed that stewardship, natural state, and catalyst for change were the three most frequently used sustainability frames across the companies. These frames focus on elements of caretaking, responsibility, and public accountability, and apply these ideals to people, chickens, and profit within the organization. Few discussions of environmental stewardship were found within our analysis. While frames were not necessarily connected to production practices, each company did tend to leverage frames in ways that align with brand positioning. Companies should consider implementing discussions of how production practices affect the environment more directly, since protecting the environment and replenishing natural resources are concepts consumers associate with sustainability.

    7. Consumer perceptions of poultry production: a focus on Arkansas

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Estes, Stuart (author), Edgar, Leslie D. (author), and Johnson, Donald M. (author)
    Format:
    Journal article
    Publication Date:
    2015
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13286
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    99(4) : Article 4
    Notes:
    16 pages, Poultry production holds an important place in Arkansas economically and as a food source. The viability of poultry production ultimately hinges on consumer demand and the perceptions that drive their purchases. With this in mind, this study surveyed consumers to assess their perceptions of poultry production in Arkansas. The instrument used to survey consumers was created by the researcher and an expert committee at the University of Arkansas. Consumers were surveyed through direct communication at grocery stores in Northwest Arkansas. Data gathered from the study were analyzed using descriptive and correlational statistics. Consumers were uncertain as to whether or not conventionally produced poultry possessed unsafe levels of antibiotics and hormones (M = 3.68, SD = 1.45). Consumers also thought the majority of poultry farms in Arkansas were factory farms (M = 4.15, SD = 1.37). Consumers perceived organic poultry as a more healthy food than conventionally produced poultry (M = 4.47, SD = 1.39). Based on these results, specific recommendations were made to maintain the viability of poultry production in Arkansas. Marketing and communication efforts should be tailored to improve consumer understanding of antibiotic and hormone use in poultry production and the healthiness of conventionally produced poultry. Messaging and marketing should depict the reality of conventional poultry production, and agricultural communicators should work to improve logic and reason for combating campaigns that misinform the public about agriculture. This research also highlights the need for further research to better understand the ways consumers develop perceptions of poultry production.