@article{Keogh:183509,
      recid = {183509},
      author = {Keogh, Catherine and Connolly, Aidan J.},
      title = {Using Event Sponsorship to Cross the Chasm between  Consumer Perceptions of Agriculture and On-farm Realities},
      journal = {International Food and Agribusiness Management Review},
      address = {2014-09-01},
      number = {1030-2016-83022},
      series = {Volume 17},
      pages = {13},
      month = {Sep},
      year = {2014},
      note = {The IFAMR is published quarterly by the International Food  and Agribusiness Management Association. www.ifama.org},
      abstract = {Consumers routinely express positive views of farmers but  not so positive opinions of the food that they eat and the  food production chain in general. This is exacerbated by  stories which appear in media portraying modern agriculture  in a very negative light. Farmers want to counteract this  through sharing with consumers how the agricultural  landscape has positively changed in the last 50 years.  Alltech - a B2B biotechnology agribusiness firm- believes  that both perspectives needed to be heard and addressed.   
Knowing how the 2010 World Equestrian Games had brought  these audiences together, Alltech created a meeting place  to facilitate a genuine connection between both farmers and  consumers by sponsoring the 2014 Games in Normandy, France.  This article describes how Alltech used this sponsorship to  open a dialogue concerning the current state of agriculture  and where the industry is heading.},
      url = {http://ageconsearch.umn.edu/record/183509},
      doi = {https://doi.org/10.22004/ag.econ.183509},
}