Introduction
Over the last 20 years, nitrate levels in the Suwannee and Santa Fe river basin has been increasing exponentially. Elevated nitrate levels can cause health problems and other negative impacts on water resources and the environment. The Suwannee River Partnership (SRP), a coalition of state, federal and regional agencies, local government and private industry representatives, formed in 1999 to reduce nitrate levels.
One of SRP’s primary focuses is the promotion of agricultural best management practices (BMPs). With those in mind, SRP contacted the PIE Center in hopes of conducting a survey to better understand producers’ level of awareness regarding water quality and quantity issues and efforts. Also, the recommendations based on the date will help SRP better target producers in terms of water quality and quantity topics, levels of interest, communication methods and strategies.
The survey was initially designed for online administration, but researchers found that many producers in the area did not provide or utilize an email address. Given the costs and timeline associated with a mail survey, SRP and PIE Center researchers decided to distribute the survey face-to-face at workshops, tours and meetings.
Key findings
Of the 104 respondents, more than 70 percent were older than 46 years old and 94 percent were male. In order to better understand where producers received information about farming techniques, BMPs and water issues, survey participants were asked what sources they use. Seventy-four percent reported relying on local Extension agents, local organizations and media.
Producers demonstrated genuine concerns about water quality and the future supply of water in the basin. A strong majority of respondents, 63 percent, indicated that conserving water was “extremely important”, followed by 30 percent who said they believed it was “very important”. Very few produces indicated that conserving water wasn’t important.
With regards to BMPs, more than 95 percent of producers indicated that they adopted and are currently utilizing a water quantity or conservation BMP. When asked if they might adopt more BMPs if an incentive were offered, 71 percent of respondents said they would be willing to do more.
Recommendations
Because of the older male demographic, SRP should consider this target audience when any kind of event or information dissemination is being planned. Consider ways of addressing an older demographic and “teaching an old dog new tricks,” especially when it comes to agricultural practices and new technologies.
For the same reason to convert the survey into a face-to-face communication, SRP should be cautious of using online sources and social media to disseminate information. Traditional media sources will likely work best for reaching the older audience.
In addition, producers rely on local sources for information and technology. This can be capitalized and expanded. Friends and family were a significant source of information as well. By providing information, tours and events that also include a social outlet is a good method of reaching producers.
