Helping Small Northern Nevada Farmers Engage Locally Grown Advocates through Social Media
AuthorFagundes, Jessica M.
AdvisorFelts, M. Todd
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This thesis explores the use of social media by small northern Nevada farmers to connect with locally grown advocates, consumers who purchase and advocate the purchase of locally grown foods. Literature regarding small farming resources, the locally grown movement, and social media use in agriculture and small business and a set of primary interviews with both northern Nevada farmers and locally grown advocates who patronize local food co-ops was completed. The data suggested that social media outlets were used by small northern Nevada farmers to engage an audience of locally grown advocates who also utilized social media. The research found that small northern Nevada farmers engaged an audience of locally grown advocates using social media outlets, farmers gained marketing knowledge through state resources, and the Great Basin Community Food Co-op existed as a social media model in the Nevada. The thesis concludes that farmers could engage with locally grown advocates and sell more produce by implementing a public relations plan with a social media component, which would include employing Nevada FFA students as interns for northern Nevada farms, following a consistent and educational Facebook posting schedule, and attending all state-run marketing workshops and conferences focused on agriculture.