352-273-2598 ashleynmcleod@ufl.edu

Agriculture: General Agriculture

Testing agricultural words, phrases & photos with consumers

About the Project

Faculty: Joy Rumble
Funded by: Agriculture Institute of Florida
Seeking to craft Florida agricultural messages in a way to connect with the public, the Agriculture Institute of Florida and the PIE Center collaborated on research to gauge the general public’s perception and understanding of commonly used words and phrases designed to communicate messages about agriculture. Participants in four focus groups evaluated and examined more than 20 agricultural words and phrases, as well as eight photographs representing typical messages. Overall, the participants expressed both positive and negative reactions to many of the terms and phrases tested, along with some confusion and skepticism.

More Information