Never before has food been as safe and secure as it is today, but simultaneously, society has become increasingly critical towards agricultural and food related issues. This two-sided development between society and agribusiness will be analyzed using Framing Theory. A quantitative semantic analysis was applied to evaluate the web-based social media in Germany. 50,931 web posts were collected covering 21 issues identified as relevant for the agri-food sector. The results show that all contentious issues are mainly framed in a two-sided way. The modern productivity-driven industry is judged as a negative development, trends returning to a more natural food production are seen as positive.