Designing educational farm tours to improve consumer trust in modern agriculture

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Ferris, Theodore A. (author), Smith, Julia M. (author), Dunckel, Mary A. (author), Cullens, Faith (author), and Kuschel, Ashley (author)
    Format:
    Online journal article
    Publication Date:
    2020-02
    URL:
    https://joe.org/joe/2020february/iw3.php
    Published:
    Extension Journal, Inc.
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11358
    Journal Title:
    Journal of Extension
    Journal Title Details:
    58(1)
    Subject Term:
    consumer information, consumers, education, event planning, extension programs, farm tours, literacy, marketing, Michigan, USA, and trust
    Notes:
    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.

    Tools