Rethinking Communication in Agri-food

Strawberry plants in a greenhouse
© gettyimages/Nicolas Dorsaz


Language: English

'Combating Misinformation and Ensuring Trust'

Agri-food is one of the most significant economic areas: it is generating revenue and jobs and supplying food. However, a rising concern for food safety, environmental sustainability, and animal welfare has dramatically strained the agri-food industry. Information disorders can exacerbate these challenges by spreading misinformation and undermining public trust in the agri-food system. Information disorder consists of misinformation, disinformation and malinformation, which develop and share information with or without the intent of harming. Because of its complexity and the diversity of stakeholders engaged, the agri-food sector is especially vulnerable to information disorder. Misinformation can be spread through various channels, including social media, biased news outlets, and activist organizations. Misinformation can have severe consequences, including public health risks, decreased consumer confidence, and economic losses for the agri-food industry.

Addressing information disorders in the agri-food industry requires effective communication. Communication should be transparent, timely, and evidence-based to foster confidence and credibility. Communication systems must be redesigned to ensure stakeholders have access to accurate information and that all players in the food chain communicate effectively.

In his presentation, Khondokar Kabir will talk about the concept of information disorder, then bring some evidence about it and more generally talk about what should we know and consider. This presentation will be relevant to anyone interested in agri-food, including researchers, policymakers, farmers, food processors, and consumers.

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