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Using Event Sponsorship to Cross the Chasm between Consumer Perceptions of Agriculture and On-farm Realities

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  • Keogh, Catherine
  • Connolly, Aidan J.

Abstract

Consumers routinely express positive views of farmers but not so positive opinions of the food that they eat and the food production chain in general. This is exacerbated by stories which appear in media portraying modern agriculture in a very negative light. Farmers want to counteract this through sharing with consumers how the agricultural landscape has positively changed in the last 50 years. Alltech - a B2B biotechnology agribusiness firm- believes that both perspectives needed to be heard and addressed. Knowing how the 2010 World Equestrian Games had brought these audiences together, Alltech created a meeting place to facilitate a genuine connection between both farmers and consumers by sponsoring the 2014 Games in Normandy, France. This article describes how Alltech used this sponsorship to open a dialogue concerning the current state of agriculture and where the industry is heading.

Suggested Citation

  • Keogh, Catherine & Connolly, Aidan J., 2014. "Using Event Sponsorship to Cross the Chasm between Consumer Perceptions of Agriculture and On-farm Realities," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(3), pages 1-13, September.
    • Handle: RePEc:ags:ifaamr:183509
    DOI: 10.22004/ag.econ.183509
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    References listed on IDEAS

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    1. L. Zarantonello, 2011. "Event sponsorship," Post-Print hal-00821586, HAL.
    2. Wang, Sun Ling & Ball, Eldon, 2014. "Agricultural Productivity Growth in the United States: 1948-2011," Amber Waves:The Economics of Food, Farming, Natural Resources, and Rural America, United States Department of Agriculture, Economic Research Service, issue 01, pages 1-1, February.
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    Cited by:

    1. Guilhem Dardier & Derek P. T. H. Christie & Jean Simos & Anne Roué Le Gall & Nicola L. Cantoreggi & Lorris Tabbone & Yoann Mallet & Françoise Jabot, 2023. "Health Impact Assessment to Promote Urban Health: A Trans-Disciplinary Case Study in Strasbourg, France," Sustainability, MDPI, vol. 15(10), pages 1-19, May.

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