Reenvisioning Farm Tours: Expanding Agricultural Literacy Through Social Media Content Creators
Extension Education
Morgan Pinkerton
Sustainable Agriculture and Food Systems Agent
UF/IFAS Extension
Sanford
Abstract
Central Florida continues to experience rapid urbanization, contributing to farmland loss and a growing disconnect between residents and farmers. A 2024 needs assessment identified agricultural literacy as a critical issue for sustaining local farms and food systems. In response, University of Florida/IFAS Extension partnered with social media content creators to broaden public understanding of local agriculture and increase digital engagement. Creators were selected for their ability to translate complex agricultural topics into accessible digital content. The program aimed to enhance awareness of agricultural practices, highlight the diversity of local operations, generate measurable increases in online reach and community interaction, and engage creators with Extension programs. In early 2025, the team facilitated a two-day multicounty tour featuring livestock operations, wholesale nurseries, and specialty crop farms. Creators engaged with farmers, Extension agents, and agricultural partners to learn about production systems, community contributions, and sustainability challenges. The tour incorporated cultural and culinary components, including collaboration with a local museum and chef who prepared a seven-course farm-to-table dinner sourced entirely from Florida grown products, connecting agriculture to regional history, tourism, and food culture. Creators documented their experiences through posts, videos, and storytelling tailored to their audiences. Within eight months of the tour, creator content generated more than 240,000 views and achieved a 12.3% engagement rate, greatly exceeding social media industry benchmarks (~2.5%). In a facilitated discussion, 100% of creators reported higher confidence in sharing science-based agricultural content and intended to continue doing so. The program also generated over $15,000 in sponsorships and in-kind support, demonstrating strong stakeholder investment in innovative outreach. Additional outcomes included new partnerships between farms and culinary professionals, expanded cross-marketing efforts among participating producers, and increased visibility of Extension programs. Feedback from both farmers and content creators indicated improved mutual understanding and interest in collaboration, suggesting potential for continued impacts. This project illustrates how Extension can leverage partnerships with social media content creators to expand agricultural literacy, strengthen community engagement, and support resilient local food systems. Continued monitoring of social media engagement and economic outcomes will guide future Extension efforts to support agricultural resilience in rapidly urbanizing regions.
Poster has NOT been presented at any previous NACAA AM/PIC
This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.
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Authors: Morgan Pinkerton, Hannah Eason, Matt Smith, J.K. Yarborough, Kevin Camm, Shane Michael
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Pinkerton, M. Sustainable Agriculture and Food Systems Agent, UF/IFAS Extension Seminole County, Florida, 32773
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Eason, H. Commercial Horticulture Agent, UF/IFAS Extension Orange County, Florida, 32812
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Smith, M. Commercial Crop Production and Food Systems Agent, UF/IFAS Extension Lake County, Florida, 32778
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Yarborough, J. Livestock and Natural Resources Agent, UF/IFAS Extension Seminole and Orange County, Florida, 32773
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Camm, K. County Extension Director, UF/IFAS Extension Orange County, Florida, 32812
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Michael, S. County Extension Director, UF/IFAS Extension Seminole County, Florida, 32773