Ranchers’ Views of Smart Foodscapes: Applied and Methodological Insights

Abstract

Outreach and programs aimed at encouraging the adoption of conservation practices in agriculture often rely upon insights from past, current, and potential users. However, collecting feedback can be challenging, especially for innovative or complex practices. This research note presents an approach used to elicit rancher input on Smart Foodscapes (SFS) -islands of diverse perennial legumes and forbs with high nutrient content, tested as part of a transdisciplinary USDA-funded project designed to improve the sustainability and profitability of western US beef production. We shared a 4-minute video about SFS, followed by an online survey to a sample of Utah ranchers. We reflect on the usefulness of this technique in gathering ranchers’ feedback, focusing on strengths and weaknesses in informing the iterative project along with methodological considerations. We find that ranchers’ perceptions of SFS are motivated by economic benefits, environmental stewardship, and better land management. Challenges included managing SFS within their existing ranching system and cost and time investment compared to future benefits. Methodologically, our research highlights the role of audiovisual tools to help convey complicated concepts. However, our research revealed the limitations of purchased email lists from private vendors and strategies to filter out irrelevant responses from social media were required. Finally, the study provides insights for outreach efforts and highlights early engagement and clear communication as critical aspects of transdisciplinary projects. We recommend that future research should explore how ranchers’ sense of place influences adoption decisions. Also, the survey revealed ranchers’ concerns about government trust (12%). Thus, we will investigate whether government trust affects their willingness to adopt SFS in future research. Also, involving stakeholders and setting up a dynamic feedback mechanism is necessary for the successful implementation of innovative systems-level sustainable agricultural systems. While focused on SFS, applied and methodological insights can be used in agricultural conservation efforts more broadly.