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Pr - Educational Farm Tour Increases Consumer Confidence In Modern Food Production

Author

Listed:
  • Richer, Eric
  • Powers-Barker, Patrice
  • Welker, Melissa
  • Stechschulte, Jil
  • Stone, Amy

Abstract

In 2015, an educational farm tour was held in Ohio, USA with 3,009 participants to promote consumer confidence in modern food production. Exit surveys (n=578) indicated that first-time visitors’ (60% of those surveyed) level of trust in modern food production had a mean of 3.68 before and 4.44 after the tour with an increase of .76 (5-point scale; 1 = very low, 5 = very high). Transparency on the farm was a key factor in their increased trust. This study encourages agricultural communities that well planned educational farm tours can have meaningful impact on consumer confidence in modern food production.

Suggested Citation

  • Richer, Eric & Powers-Barker, Patrice & Welker, Melissa & Stechschulte, Jil & Stone, Amy, 2017. "Pr - Educational Farm Tour Increases Consumer Confidence In Modern Food Production," 21st Congress, Edinburgh, Scotland, July 2-7, 2017 345803, International Farm Management Association.
    • Handle: RePEc:ags:ifma17:345803
    DOI: 10.22004/ag.econ.345803
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