The agri-food sector is experiencing a quiet but significant shift as many farmers, advisors, and value-chain professionals step back from social media due to misinformation, toxicity, and declining trust.

A recent survey of Ontario agri-food sector participants found that 43.1% of respondents had reduced or stopped using at least one social media platform. Key reasons included misinformation, limited meaningful engagement, and anti-social behaviour.

These findings are important for agricultural communication and extension. When trusted experts disengage from digital spaces, the sector loses critical voices needed to counter false information, share evidence-based knowledge, and support strong professional networks.

This research aims to encourage deeper discussion on how the agri-food sector can build healthier, more trustworthy, and evidence-based online spaces for farmers, advisors, researchers, and industry partners.

The research was funded by the Food from Thought Program at the University of Guelph

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Congratulations to the lead author, Carter Cousineau, and co-author Rozita A. Dara for this recognition. The publication came out of a project of Rozita Dara’s lab, AI for Food.

This paper advances the discussion of trustworthy AI from high-level principles to the realities of AI system development and organizational implementation. From the perspective of AI developers, it identifies key barriers such as fragmented global regulations, inconsistent definitions, limited engineering tools, and gaps in implementation standards. It also brings together governance mechanisms, role responsibilities, development processes, organizational culture, and data infrastructure into a unified framework for understanding how trustworthy AI can move from theory into practice.

Thanks to the editorial boards of the Data and Information Management, a journal with an impact factor of 8.3, and we hope this work contributes to ongoing efforts to build AI systems that are responsible, transparent, and trustworthy in real-world settings.

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During the webinar, Uduak shared her research methods and fieldwork process. Building on an exploratory survey and interviews, she organized a capacity-development workshop for extension professionals in Southwest Nigeria. In the workshop, she led discussions on the need to evaluate AI outputs in resource-constrained settings, focusing on how to assess AI-generated information and ensure that the advice remains relevant to the local rural context. She highlighted generative AI limitations and risks, such as data privacy, misinformation, and the potential to widen gender and digital divides. Staff from the International Institute of Tropical Agriculture (IITA) provided technical guidance on prompt engineering, equipping participants with foundational skills to craft effective prompts and ensure relevant output.

This workshop led into an action research phase, giving key actors hands-on experience in applying generative AI to their daily work. Through this fieldwork, Uduak demonstrated strong community engagement, research, leadership, and project management skills. Working directly with end users provided her with a deeper understanding of how user experiences and perspectives shape technology adoption. Uduak concluded her presentation by sharing initial findings, reflecting on lessons learned, and outlining her knowledge mobilization plans. Her research contributes to broader conversations on evidence-based policy development and user-centered design, aiming to build stronger agricultural information systems to tackle climate change and food insecurity.

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One of our team members, Dr. Mahatab Uddin, participated in the event as a Lead Author of Working Group III of the IPCC’s Seventh Assessment Report (AR7). He joined more than six hundred experts appointed to the three Working Groups of the Intergovernmental Panel on Climate Change (IPCC), who gathered in Paris last week to begin work on the first draft of AR7. This was the first time in the IPCC’s history that the three Working Groups held a joint Lead Author Meeting.

At the invitation of the French government—through the Ministry of Ecological Transition, Biodiversity, and International Negotiations on Climate and Nature, the Ministry of Education and Research, and the Ministry for Europe and Foreign Affairs—the IPCC’s joint Lead Author Meeting of the three Working Groups took place from 1 to 5 December. The authors, representing more than 100 countries, focused on the initial drafts of the three Working Group contributions to AR7 and on cross-cutting themes. Bringing together authors from all three Working Groups in one venue was intended to support an ambitious qualitative advance in the assessment of key interdisciplinary issues related to climate change.

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Full article

This is another out of a series of upcoming publications from our agri-food, climate and rural misinformation research platform. https://lnkd.in/gqKESpDJ
We took a deep dive into the issue, after what we initially identified in this article (https://lnkd.in/gYymMJQE)
Listen to the podcast for insights into this study

Watch the video for full insights

The study emphasizes the urgency and significance of the agri-food misinformation topic, particularly as we transition to Artificial Intelligence for agri-food development and augmented advice, while already observed polarization in creating a shared reality of equitable global agri-food development.

Certainly reiterate the thought (https://lnkd.in/gjnMWw9z) shared by ACER Consulting Ltd. and Hanne Goetz, and our earlier studies (https://lnkd.in/grbXfeK3) highlighting increasing confounded advice in the Canadian agri-food advisory service

Summary:
Misinformation impact on Sri Lanka’s digital agri‐food advisory services
Q‐methodology revealed three distinct stakeholder perspectives
Misinformation threatens food security, farmer livelihoods, and sector resilience
Promoting digital literacy, moderation, and collaboration among stakeholders is urgently needed.

Stay tuned for more insights from studies by Khondokar Kabir, Nasir Abbas Khan Sultana Yeasmin, Hadis Azizi Edward Asafo-Agyei

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Climate change is not a distant threat in the Global South; it is a lived reality. Rising temperatures, unpredictable rainfall, and more frequent extreme weather events are already affecting the ability of farmers to grow food, earn livelihoods, and support their communities. In response, governments, researchers, and development organizations have promoted a range of adaptation strategies to build resilience. But many of these efforts are quietly being undermined by a less visible force: misinformation.

From widely circulated myths about genetically modified crops to rumors that climate change is a foreign hoax, misinformation is eroding trust in science and slowing down adaptation where it is needed most. Its impact on food security is significant and growing.

When Uncertainty Affects Climate Action

Adaptation strategies often rely on access to accurate, timely information. Whether it’s deciding which drought-resistant crop variety to plant or how to adjust planting schedules in response to changing weather patterns, farmers need to trust the information they receive. But in many regions of the Global South, false claims spread faster and further than verified knowledge.

Mobile phones and social media have become powerful tools in rural communities, but they also allow misinformation to spread quickly. Inaccurate weather forecasts, conspiracy theories about new seed varieties, and misleading videos on agricultural practices can cause confusion and hesitation. In some cases, farmers abandon promising innovations altogether after encountering false claims online or through word of mouth.

This hesitation is not irrational. Many communities have experienced a long history of broken promises, external interventions, and one-size-fits-all solutions that did not work in practice. Misinformation exploits these experiences and widens the gap between scientific knowledge and local realities.

Food Security Under Risk

The link between climate adaptation and food security is direct. When farmers cannot rely on the information they receive, they are more likely to take fewer risks or continue with outdated practices. As climate patterns shift and pests and diseases evolve, the costs of inaction or misinformed decisions grow. Yields drop. Recovery after climate shocks becomes more difficult. Entire food systems become more fragile.

This is especially true for smallholder farmers, who form the backbone of food production in many countries in Africa, Asia, and Latin America. Without clear guidance they trust, and without the tools to verify what they see or hear online, their ability to respond to a changing climate is weakened.

Building Information Resilience

Addressing misinformation is not simply about correcting false claims. It requires building trust in public institutions, research bodies, and knowledge-sharing systems. It also means making space for local knowledge and experience and creating two-way communication channels where farmers are not just passive recipients of information, but active participants in shaping it.

Community radio, farmer cooperatives, local extension services, and trusted civil society organizations continue to play an important role. But these efforts must be supported and scaled. Training in digital literacy, especially among youth and women in rural areas, is also crucial. These groups are often the most affected by climate risks, yet the least equipped to filter misleading content.

At the same time, governments and international organizations must work with media platforms to ensure that climate and agricultural information in local languages is prioritized and verified.

A Shared Responsibility

Research institutions like the University of Guelph have a critical role to play. Beyond developing technologies and policy recommendations, universities must engage with the realities of how information is accessed, interpreted, and trusted in diverse contexts. Collaboration with researchers, practitioners, and communities in the Global South is essential for developing communication strategies that are context-specific, inclusive, and responsive.

Climate adaptation is not only a technical challenge, but also a communication challenge. Without a strong foundation of accurate, trusted information, adaptation strategies will remain out of reach for many.

Conclusion

The Global South is adapting to climate change under extremely difficult conditions. Misinformation adds another layer of complexity, weakening already fragile systems and undermining trust in solutions. Confronting this challenge requires more than fact-checking. It calls for rethinking how knowledge is shared, who is included in the conversation, and how we support communities in making informed decisions about their future.

Food security depends not only on what we grow and how we grow it, but also on what we believe to be true.

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I was in Vila Real, Portugal, attending the 27th European Seminar on Extension & Education (ESEE), held on the beautiful UTAD campus. This year’s theme focused on inclusivity and transformation in agricultural extension education, and I had the opportunity to present on the emerging LLM applications in agriculture, as well as the opportunities and challenges for agricultural extension and advisory. My presentation drew attention to the social dimensions often overlooked in the excitement of technological innovation. It also explored what the rising use of LLMs might mean to us in terms of trust, capacity development, inclusion, and the evolving role of extension and advisory services.  It sparked some good conversations, and I was happy to share my thoughts.

I met others with similar interests in GenAI and agriculture, ranging from governance structures and policy frameworks to farmer-centered design and theoretical viewpoints. The diverse perspectives reminded me of just how complex this research area is, and how important it is to stay open, grounded, and critical. Another highlight was reconnecting with familiar faces from previous conferences. Whether forming new connections or rekindling old ones, conversations often evolved into discussions on ongoing projects, sparking opportunities for future collaborations. Such precious moments were spontaneous but truly unforgettable.

The plenary sessions offered an opportunity to engage more broadly with two key themes. One focused on the linkages between policy, research, and practice within AKIS (Agricultural Knowledge and Innovation Systems). The second plenary was on digitization and AI in extension education. Speakers explored both the potential and the uncertainties surrounding emerging technologies such as AI. As I listened to their reflections, I was reminded that while AI holds enormous potential, its success will ultimately depend on the choices we make, how we harness its benefits, mitigate its risks, protect livelihoods, promote equity, and confront the growing challenge of agri-food misinformation. Coming from the Global South, issues such as digital access, representation, and capacity are often overlooked yet essential for building sustainable digital futures.

I also participated in a hands-on demonstration of the PREMIERE project, where I contributed feedback on a prototype toolbox developed to support multi-actor collaboration in the EU.

The field trip took us far beyond the walls of the conference into the historic landscapes of the Douro Valley, where we visited the Quinta das Carvalhas winery. Standing under the mid-morning sun, we listened to various strategies and vineyard practices adopted to protect soil health, preserve biodiversity, and manage the steep-slope vineyards amid climate extremes. It wasn’t just about the wine, though; for the record, it tasted incredibly good. What stood out was the passion and resilience reflected in the deeply rooted connections with the land.

I spent my final day visiting local shops, enjoying a quiet meal, and reflecting on the week. I’m deeply grateful to the Braithewaite Scholarship for making this experience possible. I left Portugal with a renewed sense of why my work matters, and the timing couldn’t be any better, as I take my next steps forward.

By Uduak Ita Edet

PhD Candidate, Rural Studies. University of Guelph

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The findings reveal that widespread misinformation about the capabilities of PWDs to perform agricultural tasks and production is propagated by various sources, including government and non-government service providers, community leaders, institutions, middlemen, and social media influencers. This misinformation often arises from personal financial interests or a lack of accurate information. Moreover, different stakeholders hold varying perceptions of how misinformation influences the participation of PWDs in agriculture. This underscores the need for targeted initiatives aimed at building the capacity of these stakeholders to access and disseminate accurate information, ultimately fostering a more inclusive agricultural sector and creating meaningful employment opportunities for people with disabilities.

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See the call for proposals and how you and your colleagues can contribute to this timely and important event on a topic that matters to agri-food and rural community in Canada and internationally.

This inaugural conference aims to strengthen Canada’s network of agricultural extension, advisory, and education initiatives and facilitate research, policy development, and curriculum renewal. We invite submissions from cross-sectoral, interdisciplinary, and global perspectives within agri-food & rural advisory, extension, and education. If you are a researcher, practitioner, policymaker, or leader in the farming community, we invite you to share your work with us. Your insights will contribute to strengthening agri-food & rural advisory & extension services, and education in Canada and internationally.

Key Dates

• The submission deadline for proposals is May 31^st, 2025.
• Notification of Acceptance will be shared by June 15^th, 2025.
• Registration will open June 1^st – September 7^th, 2025.
• The CAREE Conference will take place in Guelph (Canada) on October 29^th – 31^st, 2025.

The conference focuses on the following topics:

1. Policy, Approaches, Trends and Evidence Based Action
2. Digitalization and Responsible Use of AI in Advisory Services and Education
3. Indigenous and Northern Development, Social Inclusion, and Well-being of Agricultural and Rural Communities
4. Extension, Education, and Institutional Capacity for Driving Agri-Food Systems Transformation
5. Extension and Advisory to Facilitate Entrepreneurship, Bio-Economy, Food Safety, Agro-Ecology, Animal Welfare, and Resilience to Climate Change
6. Extension, Media, Rural and Risk Communication Services

The University of Guelph is a leading institution for innovative agri-food research, extension, education, and rural development. The Ontario Agricultural College has a long-standing legacy of agricultural extension and advisory work. It offers the only graduate degree program in the nation in this field: Capacity Development and Extension.

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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.

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