Agricultural Awareness Initiatives Winter 2014 Survey Results

Transcription

1 Agricultural Awareness Initiatives Winter 2014 Survey Results 1

2 2 Background and Objectives In collaboration with OMAF RA Five AALP members had the opportunity to present a survey questionnaire, as part of Issue Analysis Project, at the 2014 OAAS Convention. This survey was designed to create a better understanding of the way that agriculture awareness is currently presented at Ontario's fairs and to leverage that to better serve Ontario producers and their customers through increased education. Objectives Rate importance of agriculture awareness Specific services offered, timely communication, etc. Evaluate data findings Is it fulfilling a need? Likelihood to use?

3 3 Methodology The study objectives were fulfilled through a combination of group discussion and booth surveys with producers. Total of 63 individuals responded to the survey, however, not all respondents answered all the questions. Study fielded between Feb 20 and Feb 21, 2014

4 The majority (84%) of respondents were Directors or Executives 4 What is your affiliation with the fair? 14% 2% 39% Director Executive Member Manager 45% N = 56

5 Most people believe agricultural awareness is very important 5 Individuals were asked to rate the importance of agricultural awareness. Q1 - From your perspective, how important is agriculture awareness? The survey found: 88% of respondents felt it was very important Only 4% of respondents felt it was not important Very important Important Monderately Important Not important N = 56

6 6 Fairs use a variety of methods to communicate agricultural awareness 40 Q2 - List some of the agricultural awareness iniatives that your fair uses Other Petting Zoo and Animal displays Displays (including interactive) Livestock shows and 4-H Demonstrations N = 56

7 7 Findings suggest fairs are using many of the same initiatives to promote agricultural awareness Frequently reported agricultural awareness activities include: Interactive and visual displays (59%) Animal displays and petting zoos (51%) Livestock shows and 4-H competitions (40%) Live demonstrations (22%) Other (e.g. crop competitions, photo booths) (29%)

8 8 Displays were the most frequently cited promote agricultural awareness activity at the fairs Over half (56%) of all respondents reported using displays to promote agricultural awareness This includes both visual and interactive displays Visual displays include: Poster displays (e.g. Name that breed ), tractor implements, signage Interactive displays include: Farm Gate to your plate ; Old McDonald Farms ; and Maple the Cow (see image) Source: Timminspress.com

9 9 Live demonstrations were reported at almost a quarter of all fairs (22%) Live demonstrations that were reported include: Butter making Sheep shearing, spinning and weaving Horse shoeing Cow milking Sheep shearing was the most frequently reported

10 Half of the fairs (51%) reported petting zoos or animal displays and 40% reported livestock shows and 4-H events 10 Petting zoos and livestock displays was the second most frequently reported agricultural awareness initiatives reported. Livestock shows was the third most frequently reported initiative. Some respondents reported that they do not have livestock at their fair due to such constraints as: accessibility of animals; insufficient housing for animals; and biosecurity issues.

11 11 One quarter of respondents cited their fair offers education days to local schools Typically attended by Grade 3, 4 and 5 students, local schools are invited to visit the fair and take part in the agricultural awareness activities in the days leading up to the fair Q2 - List some of the agricultural awareness iniatives that your fair uses - Education Day Some offer general learning, other offer commodity specific education, like dairy education No Yes Some fairs reported they could not offer education days as their fair weekend is during the summer months of July and August 0% 10% 20% 30% 40% 50% 60% 70% 80%

12 12 Few fairs (6%) reported using commodity group resources for agricultural awareness purposes Respondents did not identify which commodity groups they partnered with for resources Q2 - List some of the agricultural awareness initiatives that your fair uses - Commodity group resources No Yes 0% 20% 40% 60% 80% 100%

13 About 28% of respondents reported other events during the fair, or as a separate agricultural awareness activity 13 Additional events during the fair included: Farmer s Market Tractor Pulls Races and other competitions (e.g. corn toss, bale toss, wheelbarrow races) In addition to the agricultural initiatives offered on conjunction with the fair, other events include: Local food dining events (i.e. Tastes of Minto, 100 Mile Diet) Farm Tours

14 14 Many of the same barriers and challenges were reported by respondents Lack of volunteers (28%) Lack of funding (26%) Attracting fair attendees (23%) Lack of farmer involvement (15%) Biosecurity (13%) Difficulty accessing commodity group resources (8%) Other (26%)

15 Many fairs reported similar challenges related to agricultural awareness activities 15 30% Q3 - What are some of the biggest barriers/challenges to increase/create agricultural awareness initiatives? 25% 20% 15% 10% 5% 0% Biosecurity N = 53 Accessing commodity group resources Drawing attendees Volunteers Funds Farmer involvement

16 16 Other barriers or challenges cited Governance Lack of succession planning few young operators in area wanting to get involved Older Executive members not willing to change Availability of resources Fair dates overlap with larger fairs making it difficult to access resources from commodity groups Security Insufficient security Branding and advertising Lack of advertising, signage and mapping

17 Participants indicated significant methods to increase agriculture awareness 17 30% Q4- What do you think would help you do a better job increasing agricultural awareness? 25% 20% 15% 10% 5% 0% Money Volunteers Resources Education Buy Local Advertisement

18 18 Other comments from participants on methods to increase agriculture awareness The Ministry should ensure agriculture is part of all levels of the school curriculum (ie JK - Grade 12) Agriculture awareness should be a priority Promoters to come to the fair (eg AALP - explain their program etc; list of displays available to fairs, schools etc.

19 19 Over 75% of respondents learned new agriculture awareness ideas at the event Individuals were asked to rate the importance of agricultural awareness. Q5 Have you learned any new agricultural awareness ideas here at the convention that you think would add value to your current agricultural awareness program? The survey found: 77% learned something new 9% did not learn any new information 14% responded before the presentation Yes No N/A

20 20 Over 90% indicated a strong interest in learning more about agriculture awareness Participants were asked to indicate whether they are interested in learning more about agriculture awareness. Q6 Would you be interested in learning more about agricultural awareness? The survey found: 91% are interested 9% are not interested No Yes

21 21 Based on preliminary findings, Ontario fairs face a number of opportunities and challenges going forwards Results suggest that there is an opportunity for fairs to partner with commodity groups to offer agricultural awareness initiatives. Based on preliminary findings, few fairs reported using commodity group resources, while others reported this as a barrier or challenge their fair is experiencing Biosecurity concerns for human and animal health will likely increase This may result in fewer farms offering animal displays, petting zoos and livestock competitions Preliminary results indicate a decline in farmer and volunteer involvement which will make it difficult to improve/increase agricultural awareness initiatives

22 22 Resources offered by commodity groups may be an area of potential growth Few fairs (6%) reported using resources offered by commodity groups While 8% of fairs reported accessing commodity group resources as a barrier or challenge The most frequently reported reason was that their fair weekend overlapped with a larger fair (i.e. CNE) Some respondents had the impression that commodity groups simply won t come Use of commodity group resources for agricultural awarness purposes 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% N = 63 Use commodity group resources? Difficulty accessing commodity group resources? Yes No

23 23 Biosecurity concerns was identified as a challenge or barrier to having livestock at fairs Biosecurity concerns for both the humans and livestock were reported; 13% of respondents cited biosecurity issues as a challenge for their fair Some reported difficulty accessing livestock from local farmers One respondent reported that farmers did not want to reintroduce animals to their herd after the fair due to the biosecurity risks, as such new homes needed to be found. Use of livestock at fairs for agricultural awarness purposes 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% N = 63 Livestock at fair? Are biosecurity concerns a barrier/challenge at fair? Yes Not

24 24 Lack of farmer involvement was reported by 15% of respondents Respondents reported that farmer involvement is on the decline Fewer farmers means a smaller pool of knowledgeable volunteers to spread the messages of agricultural awareness Some reasons cited for the decline include: fewer farmers in the area, young farmers are not getting involved, time-conflict Similarly, 28% of respondent reported difficulties accessing volunteers Farmer and volunteer involvement for agricultural awareness purposes 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Farmer involvement Reported as barrier or challenge Volunteers Not reported as barrier or challenge

25 25 Key Conclusions Clear indication there is an appetite to further develop agricultural awareness initiative programs Survey highlighted some prevalent trends in challenges experienced, however responses were qualitative and subject to interpretation More investigation is required

26 26 Recommendations Continue investigation of best practices agriculture awareness Second phase structured quantitative survey Fair visits and conduct interviews Investigate leveraging of existing data

27 ANNEX 1: Almost all districts were represented in the survey 27 Districts 1, 3, 4, 7 and 10 represented 61% of respondents The only Districts not represented were 9 and 12 District Number Number of respondents (%) % 2 2 4% % % 5 4 7% 6 4 7% % 8 3 5% 9 0 0% % % % % % % Total %