From Farms to Classrooms: How Agri-Food and Oil Giants Shape Climate Perceptions—and Why Misinformation Matters

By Dr. Khondokar Kabir, Postdoctoral Fellow, School of Environmental Design and Rural Development, University of Guelph, kabirk@uoguelph.ca

Climate change is one of the most pressing challenges we face today, yet misinformation about its causes and solutions clouds our understanding and delays action. As a researcher studying how actors in the agri-food sector perceive climate change misinformation, I’m struck by the parallels with recent news revealing how oil and gas companies are shaping children’s understanding of climate science in Canadian classrooms (Keary and Chesnut, 2025). In this blog post, I’ll explore how these different actors – responsible for significant greenhouse gas (GHG) emissions – are influencing our perceptions, the benefits they gain from targeting specific groups, and why investigating climate change misinformation is vital for future research.

How Actors Shape Perceptions

In the agri-food sector, a complex web of actors – including farmers, agribusinesses, and food processors – navigates climate change narratives to protect their interests. One common tactic is greenwashing, where companies market their products as “eco-friendly” or “sustainable” with little evidence to back it up (Sciortino et al., 2025). Take palm oil, for example; a snack food company might boast about using “sustainable palm oil,” yet the certification often fails to address the deforestation and biodiversity loss tied to its production (Wilcove and Koh, 2010). Beyond greenwashing, these companies may fund research that highlights product benefits – like the nutritional value of processed foods – while glossing over environmental costs, such as methane emissions from livestock. They also lobby against regulations that would force them to cut emissions, subtly shaping consumer and policymaker perceptions to favor their practices.

Meanwhile, oil and gas companies are taking a bolder approach by targeting a captive audience: children in Canadian classrooms. Recent reports reveal that these companies are funding and supplying educational materials that present a skewed version of climate science (Keary and Chesnut, 2025). These resources might emphasize fossil fuels as essential for economic growth or question the viability of renewable energy, casting doubt on the urgency of climate action. By influencing young minds at a formative stage, these companies aim to embed a narrative that aligns with their industry’s longevity.

The Benefits of Shaping Perceptions

Why go to such lengths? The benefits are substantial. For agri-food companies, shaping consumer perceptions can drive sales and solidify brand loyalty (Tang and Li, 2023). When environmentally conscious shoppers see a “green” label, they’re more likely to buy, even if the sustainability claim is shaky. This facade lets companies avoid scrutiny and maintain profitable, often unsustainable, practices without changing their operations. It’s a win-win for their bottom line at the expense of genuine climate progress.

Oil and gas companies, on the other hand, are playing a longer game. By influencing children – who will become tomorrow’s voters, leaders, and consumers – they’re investing in future public support for fossil fuels. If young people grow up believing climate change is less urgent or that fossil fuels are irreplaceable, these companies can delay the shift to renewable energy. This tactic buys them time to maximize profits and maintain their dominance in the energy sector, even as the planet warms.

Why Investigating Misinformation Matters

The stakes couldn’t be higher. Misinformation in the agri-food sector perpetuates unsustainable practices that worsen climate change, from deforestation to high-emission farming. In education, distorting children’s understanding of climate science risks creating a generation less equipped to support vital policies or adopt sustainable habits (Mueller, 2009). Every year of delayed action amplifies the threat of extreme weather, food insecurity, and ecosystem collapse – consequences we can’t afford.

This is why investigating climate change misinformation is critical for future research. It obstructs effective climate action by confusing the public, eroding trust in science, and deepening societal divides (Chowdhury et al., 2023; Kabir et al., 2024). My work focuses on the agri-food context, unpacking how stakeholders perceive and respond to misinformation. By understanding these dynamics, I hope to inform strategies that cut through the noise – promoting transparency and accurate information to build more sustainable food systems. Beyond my field, studying misinformation across sectors like energy and education can equip us with tools to counter its spread, fostering a more informed public ready to tackle the climate crisis.

A Call to Action
As a researcher, I’m driven to uncover the truth behind climate change misinformation, connecting findings from the agri-food sector to broader issues like the influence of oil and gas in classrooms. But this isn’t just a task for academics—we all have a role. By staying curious, questioning the sources of our information, and supporting science-based policies, we can resist these distorted narratives. Together, through research and collective action, we can build a society capable of making the tough, necessary choices to safeguard our planet. The clock is ticking, and the truth matters more than ever.

References

Chowdhury, A., Kabir, K. H., Abdulai, A. R., & Alam, M. F. (2023). Systematic review of misinformation in social and online media for the development of an analytical framework for agri-food sector. Sustainability, 15(6), 4753. https://doi.org/10.3390/su15064753

Kabir, K. H., Chowdhury, A., & Edet, U. (2025). Data-driven digital participation in agri-food context: Why should C4D and CfSC scholars and practitioners pay attention to information disorder? In Chowdhury, A. & Gordon, G. (Eds). Digital Communication for Agricultural and Rural Development (pp. 51-70). Routledge. https://doi.org/10.4324/9781003282075

Keary, A., and Chesnut, J. (2025). Polluting Education: The Influence of Fossil Fuels on Children’s Education in Canada. Report available at: Full-Report_Polluting-Education-The-Influence-of-Fossil-Fuels-on-Childrens-Education-in-Canada.pdf.

Mueller, M. P. (2009). Educational reflections on the “ecological crisis”: Ecojustice, environmentalism, and sustainability. Science & Education, 18, 1031-1056.

Sciortino, C., Sgroi, F., & Napoli, S. (2025). Greenwashing in the Agri-Food Industry: A Discussion Around EU Policies and the Italian. Food and Humanity, 100528.

Tang, W., & Li, G. (2023). Enhancing competitiveness in cross-border e-commerce through knowledge-based consumer perception theory: an exploration of translation ability. Journal of the Knowledge Economy, 1-34.

Wilcove, D. S., & Koh, L. P. (2010). Addressing the threats to biodiversity from oil palm agriculture. Biodiversity and Conservation, 19, 999-1007.