Abstract:
The consumer movement of recent years has focused renewed attention on the American consumer. Direction and momentum to this movement have been given by consumer advocates such as Ralph Nader and others speaking out in behalf of consumers. More recently, Hightower in Hard Tomatoes, Hard Times, questioned the overall orientation and performance of our own institutions of higher learning in serving the needs of consumers. The past two years have been extremely frustrating for consumers primarily because of their failure to understand what is involved in producing and marketing agricultural food and fiber. All of this points to a need for more effective communication with consumers regarding economic aspects of American agriculture.
Keywords:
consumers, American agriculture
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