Are Okanagan farmers bypassing a vital marketing tool?

Photo: UBC Okanagan Researchers at UBCO found farmers in Shaanxi, China, are more adept at using social media and technology compared to farmers in the Okanagan and Cariboo. Many of the small changes local farmers started to make during the Pandemic might need to continue if they want to connect with customers. UBC Okanagan researchers Dr. John Janmaat and Dr. Joanne Taylor, in conjunction with a fellow researcher in China, compared how producers communicate with people looking for fresh, locally-grown produce. What they found was that farmers in China's Shaanxi province appear to use technology and social media more than…