Even though science says genetically modified (GM)

Extension agents are finding themselves engaged in problem-solving roles as public needs adjust to a climate where issues facing the agricultural and natural resource industry are more often contentious than benign.  As connectors between the Land-grant university system and the public, Extension agents need to know how to effectively communicate about contentious issues with clientele.  This study used an online survey design to determine Extension agents’ attitudes toward contentious issues, challenges that they face, and effective means of communication.  The findings revealed Extension agents’ attitudes toward communicating about contentious issues were more positive than negative.  Additionally, they found the availability of misinformation and the complexity of contentious issues to be most challenging when communicating with clientele.  One-on-one in-person, workshops, phone calls, and group meetings were identified as the most effective methods of communicating about contentious issues.  Additional training and familiarization with current contentious issues were recommended.  Future research should examine the contentious issues Extension agents are discussing, methods being used to facilitate conversations, the effect of contentious issues on job satisfaction, and the factors hindering Extension agents as they address contentious issues.

The Cooperative Extension Service has performed the role of educator and change agent for more than a century. Changes occurring during this period caused Extension to extend its influence beyond the farm and traditional roles. Today, Extension faces controversial public issues and unparalleled levels of policy and regulation impacting agriculture and natural resources. As the needs of our changing society evolve, regulation increases, and response to public opinion becomes more complex. Extension must expand its role in providing education related to public issues and acting as facilitators and change agents to ensure viable actions are taken. This study was conducted to determine the level of preparedness of Florida Extension agents in dealing with policies and regulations. An emailed survey of all Florida Extension agents utilized questions regarding frequency of addressing policies with their clientele and their knowledge of said policies. Results indicated a low frequency of agents of all types addressing most policies with their clientele and a need for increased knowledge about the policies. In particular, there is an opportunity for all agent types to improve interactions with clientele on the topic of Immigration Reform as well as knowledge of related policies.

Matrix ranking is an activity used to analyze and prioritize information. Extension professionals often work with community groups who may benefit from this type of analysis. This 4-page fact sheet explains how Extension professionals can use matrix ranking to facilitate prioritization and decision-making. Written by Keegan Gay, Eric Stubbs, and Sebastian Galindo-Gonzalez, and published by the Department of Agricultural Education and Communication, October 2016.

The demand for local food has risen dramatically over the last decade, and many states have created brands to promote products grown within that state. However, the effect of state brands on consumer perceptions remains unknown. Extension agents serve as change agents and a bridge between science and the public to purvey information for adoption decisions. This study sought to determine if differences existed between consumers’ perceptions of food labeled local and food labeled Fresh from Florida to inform Extension programming. Florida residents (N = 530) were surveyed utilizing a between-subjects experimental design. Respondents were asked questions about their attitudes, trust and transparency, and information preferences toward food labeled Fresh from Florida or local food, depending on the experimental treatment they received. Results of this study indicated that consumers shared similar perceptions of local and Fresh from Florida food, except for the belief that Fresh from Florida comes from larger farms, Fresh from Florida labeling is more trustworthy, and there is a greater desire to see a definition of Fresh from Florida food. When Extension agents develop programming on economic viability, information on local food and state brands should be included to help producers market their products and increase revenues.