ABSTRACT
Agricultural fairs provide one of the last frontiers, and largest stages, for showcasing livestock agriculture to the public. However, public funding, attendance revenue, animal biosecurity, and public health concerns are all aspects worthy of conversation and increased research attention given the interaction between livestock animals and the general public in fair and festival settings. A prominent social media listening and data analytics platform was used to quantify online and social media chatter concerning agricultural fairs during a 27-mo period. A general search for online media referencing agricultural fair keywords was designed; social and online media mentions of agricultural fairs (n = 2,091,350 mentions) were further queried according to their reference to livestock, fair food, or the major agricultural product producing species of dairy and beef cattle (n = 68,900), poultry (n = 39,600), and swine (n = 31,250). Numbers of search results were found to be seasonal and Twitter was the single largest domain for all fair-related results; in contrast, the majority of livestock-related media was generated by news sources rather than from Twitter. On a weekly basis, the percentage of fair livestock mentions with species-specific reference was highly variable ranging from 0% to 86.8% for cattle, 0% to 85.7% for poultry, and 0% to 76.9% for swine. In addition to quantifying total search hits or mentions, the positivity/negativity of the search results was analyzed using natural language processing capabilities. The net sentiment quantified is the total percentage of positive posts minus the percentage of negative posts, which results in a necessarily bounded net sentiment between -100% and +100%. Overall net sentiment associated with mentions of agricultural fairs was positive; the topics garnering the highest positive sentiments were fair food and cattle (both 98% positive). Online discussion pertaining to agricultural fairs and swine was overall positive despite references to swine flu outbreaks. In conclusion, livestock and animal products had positive net sentiment over the time period studied, but there are multiple aspects of agricultural fairs worthy of further investigation and continued vigilance, including zoonotic disease risk and public perceptions of livestock industries.
ABSTRACT
Although whole turkeys served at Thanksgiving are the ubiquitous kickoffs to the US winter holiday season, much remains unknown about shopping behaviors for holiday food items. Given the once-a-year purchase of the whole turkey for most households, collecting data about demand and preferences necessitated the collection of data during the week before Thanksgiving, while turkey shopping was at the forefront of consumers' minds. Despite a self-reported confidence in cooking turkeys, many respondents indicated they thawed frozen meat using improper methods. Ninety-five percent of respondents indicated that they consumed meat; 89% of respondents who consumed meat or had someone in the household who did, indicated they had purchased turkey products. Positive willingness to pay (WTP) was found for all attributes of whole turkeys studied: free range, fed a vegetarian diet, hormone use not permitted, and antibiotic use not permitted. Mean estimated WTP for free range ranged from $0.37/lb for industry verified free range to $0.74/lb for USDA verified free range; although those 2 estimates were not statistically different from each other, they were both statistically different from zero. The statistically significant estimated mean WTP for hormone use not permitted ranged from $0.85/lb for industry verification to $1.35 for USDA verification but were again not statistically different from each other. Mean WTP estimates, which were statistically significant but not different from one another for antibiotic use not permitted, ranged from $0.62/lb for industry certification to $0.72 for retailer certified. Turkeys certified to be fed a vegetarian diet had a mean WTP estimate of $0.39/lb for retailer verification to $0.60/lb for USDA verification; those mean WTP estimates were not statistically different from each other but were each statistically different from zero. Social desirability bias, which can be defined as the relative over-reporting of one's own goodness, was detected with respect to self-reported holiday eating and healthfulness statements. Relationships were found between social desirability bias, gender, and age for holiday eating statements using a seemingly unrelated regression.
