EDUCATIONAL FARM TOURS IMPROVE PUBLIC UNDERSTANDING, IMPRESSIONS AND TRUST IN MODERN DAIRY PRODUCTION SYSTEMS.
Applied Research
Nancy Thelen
Extension Educator
Ann Arbor
Abstract
Michigan State University Extension Breakfast on the Farm (BOTF) events involve public farm tours with educational stations providing consumers a first-hand look at modern agriculture. Ten of twelve tours in 2010 and 2011 involved dairy operations with 16,270 participants. Exit surveys indicated that 44% of the participants had not visited a dairy farm in the past 20 years and 21% had made only 1 or 2 prior visits. Ninety-four percent of first-time visitors either Agreed or Strongly Agreed to the statement “I have a better understanding of modern dairy production”. Results are similar with the statement “My general impression about modern dairy farming has improved as a result of my visit today”. Two questions gauged participants increase in trust: “As a result of today’s tour, my trust in milk as a safe food has increased” and “As a result of today’s tour, my trust in dairy farmers as a source of information about food production has increased”. Eighty-six percent either Agreed or Strongly Agreed to the first statement and 91% either Agreed or Strongly Agreed to the second. Estimates from an online survey of 228 households, representing 5,653 households attending BOTF in 2012, showed 19% of households reported increased purchasing of at least one of three dairy products (milk, cheese, yogurt) following attending a BOTF event. Extending the survey sample of weekly increases in dairy purchases to the estimated 5,653 households, the annual value for all three products totals $404,340 in additional retail sales for households attending BOTF in 2012.
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Poster has NOT been presented at any previous NACAA AM/PIC
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Authors: N. D, Thelen, T.A. Ferris, M.A. Dunckel
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Thelen, N. Extension Educator, Michigan State University Extension, Michigan, 48107
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Ferris, T. Professor, Michigan State University Department of Animal Science, Michigan, 48824
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Dunckel, M. Extension Educator, Michigan State University Extension, Michigan, 49707