{"id":16877,"date":"2025-04-15T15:03:34","date_gmt":"2025-04-15T15:03:34","guid":{"rendered":"https:\/\/wordpress.library.illinois.edu\/funkaces\/?p=16877"},"modified":"2025-12-01T21:09:10","modified_gmt":"2025-12-01T21:09:10","slug":"april-news-and-research-from-the-acdc-issue-25-04","status":"publish","type":"post","link":"https:\/\/wordpress.library.illinois.edu\/funkaces\/april-news-and-research-from-the-acdc-issue-25-04\/","title":{"rendered":"April News and Research from the ACDC\u2013 Issue 25-04"},"content":{"rendered":"

Download a printer-friendly PDF<\/a> of this issue<\/strong><\/h2>\n
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How consumers define \u201ctruth\u201d<\/strong>
\nin food and agriculture these days<\/strong><\/h3>\n

\u201cNew consumer research from The Center for Food Integrity (CFI) in partnership with FMI \u2013 The Food Industry Association \u2013 challenges conventional wisdom about what\u2019s considered credible and \u2018true\u2019 in today\u2019s food system.\u201d We are adding this 2025 research report to the ACDC collection.<\/p>\n

Online behaviors of 4,000 U.S. consumers over a two-year period revealed that consumers in the largest of five consumer segments \u2013 \u201ccomfort seeker\u201d \u2013 tended to see truth grounded in reassurance (simple, safe and familiar). Interestingly, consumer orientation to the \u201crationalist\u201d segment (truth grounded in science, research, reason) represented only 19 percent of the population and 15 percent of the conversation owned by that segment.<\/p>\n

You can read \u201cNew research reveals how consumers define \u2018truth\u2019 in food and agriculture<\/a>\u201d by open access.<\/p>\n

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New book about farm country (and rural journalism)<\/strong><\/h3>\n

We are especially pleased to add to the ACDC collection a 2024 book about \u201ca journalist\u2019s decadeslong search for the soul of rural America in a changing world.\u201d<\/p>\n

We feel this pleasure because books reflecting the efforts and lives of agricultural journalists and communicators are few and far between. Jim Patrico\u2019s Dispatches from Farm Country reflects his more than 40 years of experience interviewing and photographing rural residents in varied enterprises and communities throughout the nation.<\/p>\n

\u201cDispatches from Farm Country tells intimate stories that enchant and inform. They give the reader a better understanding of rural America and help bridge the gaps between cities and small towns.\u201d You can learn more about it at: https:\/\/jimpatrico.com\/book<\/a><\/p>\n

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\u201c2025 NAFB Listenership Research\u201d<\/strong><\/h3>\n

We also are adding to ACDC a 21-page report of findings from a new national farm radio listenership study involving 1,001 U.S. farmers and ranchers who listen to agricultural radio. Kynetec Research conducted it online and by phone during January and February 2025 for the National Association of Farm Broadcasting (NAFB). Among the findings:<\/p>\n