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  • December 2001
  • Background Note
  • HBS Case Collection

Reporting on Agribusiness in the 21st Century

By: Ray A. Goldberg and Anne M Fitzgerald
  • Format:Print
  • | Pages:31
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Abstract

Agriculture is not what it used to be. Neither is coverage of the industry by news organizations. A century ago, about 40% of the U.S. population lived on the farm, and one in three U.S. jobs was tied to agriculture. It made sense for daily newspapers to cover farming and to write for farmers. But now, less than 2% of the U.S. population lives on the farm, and a similarly small percentage of U.S. employment stems from agriculture. News organizations face a quandary: Covering agriculture for farmers no longer makes sense, and reporters must cover the industry differently. The question is how? In addition, the genetic revolution has created an agriceutical system, and the functions performed and the people performing have all changed. Unfortunately, news editors are not knowledgeable enough to understand the significance of this change and inform their readers about it. This case addresses how to change this perception.

Keywords

Agribusiness; Newspapers; Media; Perception; Change; Agriculture and Agribusiness Industry; United States

Citation

Goldberg, Ray A., and Anne M Fitzgerald. "Reporting on Agribusiness in the 21st Century." Harvard Business School Background Note 902-421, December 2001.
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About The Author

Ray A. Goldberg

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More from the Authors
  • Sage V Foods and Element Farms: Preparing for the Future of Controlled Environment Agriculture By: Ray A. Goldberg, Rachel Lee and Canning Malkin
  • Nestlé: The World's Largest Food Company Confronts Climate Change By: Ray A. Goldberg and Charlotte Tasker
  • WH Group and Smithfield Foods: Global Leadership During a Difficult Environment of Trade, Disease, and Sustainability By: Ray Goldberg and Rachel Lee
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