Canadian Consumer Insights on Agriculture: Addressing the Knowledge-Gap

Abstract

The disconnect between the public and agricultural production is a growing concern for the Canadian agriculture industry. A lack of knowledge regarding food production can lead to distrust in the industry and in the safe, nutritious food grown on Canadian farms. To assess consumers’ level of agricultural knowledge, we surveyed consumers about agricultural production. Results reveal a lack of basic knowledge in most areas, and a particular deficit in the areas of crop protection, organic production, and advanced plant breeding technologies. Based on these results, we recommend that the agriculture industry focus education and communication efforts on these topics.

Keyterms:

• communication
• consumer perceptions
• food production
• knowledge-gap

Additional information

Funding

This research was funded through the Plant Phenotyping and Imaging Research Center, a project funded through the Canada First Research Excellence Fund.