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    1. Know your indoor farmer: square roots, techno-local food, and transparency as publicity

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Keshwani, Jenny (author)
    Format:
    Journal article
    Publication Date:
    2020
    Published:
    United States: Sage
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12748
    Journal Title:
    American Behavioral Scientist
    Journal Title Details:
    Vol. 64, Iss. 11
    Notes:
    19pgs, Advocates of indoor vertical farming have pitched the enterprise as key to the future of food, an opportunity to use technological innovation to increase local food production, bolster urban sustainability, and create a world in which there is “real food” for everyone. At the same time, critics have raised concerns about the costs, energy usage, social impacts, and overall agricultural viability of these efforts, with some insisting that existing low-tech and community-based solutions of the “good food movement” offer a better path forward. Drawing from a mix of participant observation and other qualitative methods, this article examines the work of Square Roots, a Brooklyn-based indoor vertical farming company cofounded by entrepreneur Kimbal Musk and technology CEO Tobias Peggs. In an effort to create a market for what I refer to as “techno-local food,” Square Roots pitches its products as simultaneously “real” and technologically optimized. As a way to build trust in these novel products and better connect consumers with producers, Square Roots leans on transparency as a publicity tool. The company’s Transparency Timeline, for instance, uses photos and a narrative account of a product’s life-cycle to tell its story “from seed-to-store,” allowing potential customers to “know their farmer.” The information Square Roots shares, however, offers a narrow peek into its operations, limiting the view of operational dynamics that could help determine whether the company is actually living up to its promise. The research provides a clear case study of an organization using transparency–publicity as market strategy, illustrating the positive possibilities that such an approach can bring to consumer engagement, while also demonstrating how the tactic can distract from a company’s stated social responsibility goals.

    2. Media, civil society and the rise of a green public sphere in China

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Yang, Goubin (author) and Calhoun, Craig (author)
    Format:
    Book chapter
    Publication Date:
    2013
    Published:
    China
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D02306
    Notes:
    Pages 273-289 in Libby Lester and Brett Hutchins (eds.), Environmental conflict and the media. Peter Lang Publishing, Inc., New York. 357 pages.

    3. The rural information-based construction under the perspective of expanding agricultural industrial chain

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Zhu, Li (author) and Zhu, Jing (author)
    Format:
    Journal article
    Publication Date:
    2012
    Published:
    China
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 187 Document Number: D01017
    Journal Title:
    Asian Agricultural Research
    Journal Title Details:
    4(1) : 49-53, 57

    9. Hitting back at bad publicity, Blakely celebrates its peanuts

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Basu, Moni (author)
    Format:
    Journal article
    Publication Date:
    2009-03-22
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 172 Document Number: C28948
    Journal Title:
    Atlanta Journal-Constitution
    Notes:
    Via online issue. 4 pages., Community in Georgia hosts a festival to support a peanut industry under criticism because of a salmonella outbreak involving peanut butter.

    10. To protect public land, eco protesters get creative

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Article
    Publication Date:
    2009-02
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 171 Document Number: C28765
    Notes:
    Time.com via Yahoo.com. 2 pages., Describes efforts of a college student who "singlehandedly disrupted a multi-million-dollar land auction that would have put hundreds of thousands of acres of public lands in southern Utah into the hands of oil and gas companies."

    20. Who's driving this thing?

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Center for Media and Democracy, Madison, Wisconsin
    Format:
    Commentary
    Publication Date:
    2007-09
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 168 Document Number: C28103
    Notes:
    Via PR Watch.Org. 1 page., Examines the ethical issues related to video news releases, using an example from a farm equipment marketer.

    25. Different ways to get publicity

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Moss, Geoffrey (author) and Moss Associates, Ltd., Wellington, New Zealand.
    Format:
    Report
    Publication Date:
    2006-12
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 155 Document Number: C25107
    Notes:
    4 pages., Listing of dozens of ways to publicize products or services.

    26. Communications plan: planting the seed for a new way of thinking

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Richards, Julie (author)
    Format:
    Journal article
    Publication Date:
    2006-11
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C25101
    Journal Title:
    Agri Marketing
    Journal Title Details:
    44(9) : 28, 30
    Notes:
    Report of a communications program by Syngenta to introduce AVICTA Complete Pak, a seed-delivered treatment for controlling nematodes in cotton crops.

    28. Eat this, don't eat that: who controls what we consume?

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Radhakrishnan, Bharathi (author / ABC News Medical Unit)
    Format:
    News article
    Publication Date:
    2006-06-14
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 150 Document Number: C24247
    Notes:
    Retrieved June 16, 2006, Via ABC News. 2 pages., A lawsuit by the Center for Science in the Public Interest against KFC for fat levels in fried chicken raises questions about limitations on what Americans eat and about appropriateness of "press conference" law suits meant to attract media attention. Cites results of a nonscientific survey on ABCNEWS.com.

    30. ZimmComm introduces AgNewsWire

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    News release
    Publication Date:
    2005-11-07
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 146 Document Number: C23247
    Notes:
    ZimmComm Marketing and Communications, Holts Summit, Missouri. 1 page., Describes an "innovative news distribution service for agriculture that includes not only print, broadcast and internet media, but also direct-to-farmer distribution."

    34. Focus on metaphors: the case of "frankenfood" on the web

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hellsten, Iina (author)
    Format:
    Journal article
    Publication Date:
    2003-07
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 165 Document Number: C27507
    Journal Title:
    Journal of Computer-Mediated Communication
    Journal Title Details:
    8(4)
    Notes:
    Via UI electronic subscription. 16 pages.

    35. Oh, what a tangled web they weave: today's animal rights activists challenge the food system's passive stance

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Miller, Marlys (author)
    Format:
    Journal article
    Publication Date:
    2003-07
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C18387
    Journal Title:
    Agri Marketing
    Journal Title Details:
    41(7) : 1i-2i, 4i, 6i
    Notes:
    This is an article from Pork magazine, included as part of an inserted supplement in Agri Marketing magazine. The supplement is entitled, "Food Systems Insider, July 2003, Volume 3, Number 3. A supplement to Food Systems Group publications and Meat&amp;Poultry magazine."

    36. Who's on your side?

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Journal article
    Publication Date:
    2003-07
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C18388
    Journal Title:
    Agri Marketing
    Journal Title Details:
    41(7) : 6i
    Notes:
    This is part of an inserted supplement in Agri Marketing magazine. The supplement is entitled, "Food Systems Insider, July 2003, Volume 3, Number 3. A supplement to Food Systems Group publications and Meat&amp;Poultry magazine."

    40. Media relations made easy - in the Big Easy: A training guide

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Notebook
    Publication Date:
    2003
    Published:
    USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences, Gainesville, Florida.
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C23130
    Notes:
    Training guide contains seven sections: working with the media; get to know the media; lights, camera, action; writing news releases and columns; keeping crises contained; and controversial issues. Also contains a national media panel video (11 minutes, 22 seconds) and a CD including all PowerPoint presentatins for the modules and PDF files of the notebook and other factsheets.

    41. Media bias?

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    DeGregori, Thomas R. (author / University of Houston)
    Format:
    Commentary
    Publication Date:
    2002-11-02
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 123 Document Number: C15781
    Notes:
    2 p., CATO Institute, Washington, D.C.

    46. Preparing for a future in the agricultural communications industry

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hartenstein,Shannon (author) and National FFA Organization
    Format:
    Handbook
    Publication Date:
    2002
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29951
    Notes:
    85 pages, Guidebook for "Agricultural Communications in the Classroom." Includes history and career opportunities in this career field, publicity methods, media use, media relations, editing style, media exercises and other information of use to FFA members.

    48. How to talk to protesters

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Elliott, Michael (author)
    Format:
    Journal article
    Publication Date:
    2001-08
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C22207
    Journal Title:
    Time
    Notes:
    Posted at http://www.time.com/time/global/august/agenda.html, Time.com: Global Business. 2 pages.