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ERIC Number: EJ1463251
Record Type: Journal
Publication Date: 2025-Jan
Pages: 23
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1042-0541
EISSN: EISSN-2162-5212
Available Date: 0000-00-00
Resilient Extension for Resilient Client: Understanding the Response of Florida Cooperative Extension to the Marketing Challenges of Producers during the COVID-19 Lockdown
Journal of Agricultural Education, v6 n1 Article 2 2025
Cooperative Extension plays a vital role in supporting rural communities during crises and in building community resilience. Studies report that during the COVID-19 lockdown, producers in the USA reported concern about the demand for their fresh produce and needed information on marketing, digital marketing, community engagement, and collective marketing and distribution of products. Extension continued to support its clients and their changing demands during this dynamic time. However, the role of Extension in responding to its clients' evolving needs regarding marketing produce during the COVID-19 lockdown has not been explored. Using a capabilities-based organizational resilience model, this study aimed to understand the anticipation, coping, and adaptation capabilities of Florida Cooperative Extension (FCE) during the COVID-19 lockdown, particularly focusing on response to marketing challenges of producers. A narrative research approach was used, and data were collected through Zoom interviews with Extension agents (n = 9), and Extension leaders (n = 6). The six-step thematic data analysis process resulted in four major themes. Participants described FCE as unprepared to deal with the challenges of lockdown. FCE's response to the challenges of producers was reactive, and it primarily helped producers market their products by connecting producers with consumers through online platforms and setting up farm stands. After the lockdown, Extension agents made some changes in their Extension programs, however, no higher-level changes were found. Our findings suggest strengthening adaptation capabilities by including reflective activities to take lessons from this event, which could also be incorporated into future crisis planning to enhance resilience.
American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: https://jae-online.org/index.php/jae/index
Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Florida
Grant or Contract Numbers: N/A
Author Affiliations: N/A