The impact of a farm tour on consumer trust in food source agricultural practices.
Agricultural Issues
Kendall Lovejoy
Ohio State
Wauseon
Abstract
The divide between American consumers and those providing food for their tables is significant. Consumers are looking for the next revolution in food and health. Non-GMO, hormone-free, organic – how do these terms impact the trust relationship between the consumer and food producer?
In an effort to build understanding with consumers, a core team of producers and agencies set out to tell the story of agriculture through an interactive advocacy event. Partnering with key stakeholders, a family farm was transformed into a walking display of food production systems, offering 17 education stations and a healthy breakfast supported by over 350 volunteers from our agriculture community. Nearly 3,000 participants gained a deeper understanding of how their food is grown, processed, and brought to market in a matter of hours on a Saturday morning in June. From the greenhouse to the plate, guests witnessed the science, sustainability, and stewardship that goes into raising crops and livestock for consumption and byproducts. At the end of the event, participants were offered a survey that measured the impact of the event’s key messages: 1. Consumers can trust their food source, 2. Farmers provide quality care for animals, and 3. Farmers practice good environmental stewardship including protecting water quality. The event’s outcomes indicated increased consumer knowledge of their food source, strengthened community ties, and a renewed appreciation for the agriculture community.
This educational model can serve as a blueprint for other extension professionals. By integrating food safety, agricultural production, and volunteer development, this event can leave a significant impact on any community it enters. The presentation will provide a framework of the process and strategic partnerships it takes to put on an event of this magnitude. Attendees will walk away with the core knowledge necessary to replicate this educational experience in their community.
Authors: Kendall D. Lovejoy, Sara Lewis, Melissa J. Rupp
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Kendall D. Lovejoy Agriculture and Natural Resources Educator, Ohio State University Extension, Ohio, 43567
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Sara Lewis 4-H Youth Development Educator, Ohio State University Extension, Ohio, 43567
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Melissa J. Rupp Family and Consumer Sciences Educator, Ohio State University Extension, Ohio, 43567