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Abstract

Professionals within the agriculture industry must be able to effectively communicate information about scientific and technological research and innovation—which are essential to the advancement of sustainable agriculture—to farmers, consumers, policymakers, and other stakeholders. However, in the age of mass and digital media, there is ample opportunity for information to be distorted and/or not effectively resonate with target audiences. Furthermore, scientists and other professionals often lack formal science communication training, and current science communication curricula is not fully evidence-based nor widely applied. Therefore, this research study explored agriculture industry leaders’ and academia leaders’ perspectives on the importance of various science communication skills for future professionals to have when communicating science within the agriculture industry. Implications and recommendations regarding university-industry collaboration and evidence-based science communication curricula were discussed.

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