PR - EDUCATIONAL FARM TOUR INCREASES CONSUMER CONFIDENCE IN MODERN FOOD PRODUCTION
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.
Keywords: educational farm tour, local foods, consumer confidence in agriculture, modern food production, transparency in food production