College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Agricultural Education and Communication Department
Degree Name - Author 1
BS in Agricultural Communication
Megan Ann Silcott
The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.
The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and inputs. As the population rises and more people migrate from rural areas to cities, the population involved in agriculture drops and a knowledge gap is created (Larson, 2017). Simply due to where people live, there is a disconnect between the public and story of agriculture. The typical farmer is viewed as a simpleton, who only went to work and came home (Larson, 2017). Today, farming continues as a generational business built upon former family success and having a profitable future for additional generations — farming is still a way of life. According to Allin, agriculture faces a “so-called ‘farm problem,’” (Allin, 1958). A farm problem is a “barrier to better public understanding by urban majority of the nation of the problems and needs of agriculture (Allin, 1958).
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