FARM TO TABLE RETAILING IN MINNESOTA: DEVELOPING AN INTEGRATIVE MODEL OF FARMERS MARKET PATRONAGE

• Sponsoring Institution: State Agricultural Experiment Station
• Project Status: COMPLETE
• Funding Source: STATE
• Reporting Frequency: Annual
• Accession No.: 1016476
• Project Start Date: Jul 1, 2018
• Project End Date: Jun 30, 2022
• Program Code: [(N/A)]- (N/A)

Recipient Organization
UNIV OF MINNESOTA
(N/A)
ST PAUL,MN 55108

Performing Department
Design, Housing & Apparel

Non Technical Summary
Farm-to-table retailing largely represented by farmers markets has grown rapidly in recent years. To date, researchers have developed a profile of consumers patronizing farmers markets in a particular state or regional context. However, there has been little research focusing on farmers market patronage (FMP) in Minnesota, despite the dramatic rise of public interest in locally grown food in the state. With that in mind, this study is designed to develop an integrative model of FMP using a mixed methods approach. In so doing, this study will generate an updated profile of farmers market consumers in the Twin Cities Area, Minnesota.This study attempts to identify and examine a wide range of variables in order to deepen our understanding of an underlying process of FMP. This research will provide theoretical implications that involve consumer motivations and attitudes to the manifestation of consumer behavior in FMP. Further, better understanding the full scope of this topic will enable farm-to-table retailers to effectively manage their retail operations and target marketing strategies.Finally, this study will provide implications for policy makers and health educators. Farmers markets have a great potential to increase community-wide fruit and vegetable consumption, while reconnecting consumers with the land, revitalizing neighborhoods, and promoting a green and sustainable environment. Also, farmers markets are important contributors to local economies. They allow individual entrepreneurs and their families to contribute to the economic life of local communities via farm-to-table retailing, while bringing farmers and consumers together to solidify bonds of local identity and solidarity. In this regard, this research will help policy makers and health educators set clear goals and design effective public education or intervention programs.

Animal Health Component

50%

Research Effort Categories

Basic

50%

Applied

50%

Developmental

(N/A)

Classification

Knowledge Area (KA)	Subject of Investigation (SOI)	Field of Science (FOS)	Percent
604	6010	3100	100%

Knowledge Area
604 - Marketing and Distribution Practices;

Subject Of Investigation
6010 - Individuals;

Field Of Science
3100 - Management;

Keywords

farmers markets

farm to table

retail patronage behavior

Goals / Objectives
With the emergence of "locavores" (i.e., people whose diet consist only or principally of locally grown/produced food) ("New Oxford American Dictionary," n.d), farm-to-table retailing largely represented by farmers markets has grown rapidly in recent years. According to the USDAFarmers Market Directory, the number of farmers markets in the United States has increased from just under 2,000in 1994 to currently more than 8,600 markets. The 2016 Minnesota Grownguides, a directory of local food resources, published by the Minnesota Department of Agriculture listed 177 farmers markets in Minnesota. Consistent with the national trend, this figure indicates a more than four-fold increase in the span of fifteen years (Kaul, 2016).A farmers market can be defined as a public and recurring assembly of farmers or their representatives selling the food that they produced directly to consumers (Farmers Market Coalition, 2017). It is inherently a hedonic retail format providing social and multisensory experiences. Consumers enjoy the summer breezes and the aroma of ripened fruit and fresh vegetables at farmers markets while socializing with their neighbors and local farmers (Moss, 2015). Farmers markets put consumers back in touch with the way their food has been produced and increase their awareness of seasonality in food production (Trobe, 2001). Consumers appreciate the fresh taste of seasonal vegetables and fruits grown in a local area (Farmers Market Coalition, 2017), even when prices at farmers markets are not necessarily better than at local stores (Moss, 2015).We, as a society receive multiple benefits from farmers markets: (a) through buying locally grown produce at farmers markets, consumers can support local farmers and contribute to revitalizing rural economies; (b) farmers also benefit through retaining more of the value of their produce by circumventing the "middlemen" in the supply chain; and (c) creating markets where consumers can buy produce from local farmers reduces the distance that food travels between farmers and consumers (i.e., food miles), which in turn decreases associated fossil fuel consumption, air pollution, and greenhouse gas emissions (Trobe, 2001).To date, researchers have developed a profile of consumers patronizing farmers markets in a particular state or regional context. For example, a study conducted in Tennessee reported that a typical farmers market patron was female, 45 or older with some college education and an above-average income (cited in Wolf, Spittler, & Ahern, 2005). Another study conducted in California reported that farmers market shoppers were more likely to be female, married, and have completed post graduate work than non-shoppers (Wolf et al., 2005). However, there has been little research focusing on farmers market patronage (hereinafter referred to as FMP) in Minnesota, despite the dramatic rise of public interest in locally grown food in the state (Walljasper, 2012). With that in mind, this study is designed to develop an integrative model of FMP using a mixed methods approach. In so doing, this study will generate an updated profile of farmers market consumers in the Twin Cities Area, Minnesota.SummaryRecognizing that each of exisiting literature sources captures a partial picture of the entire puzzle, the purpose of this study is to develop an integrative model of FMP. While investigating the 15 research questions identified from the preliminary literature review in the previous section, the objective of the research is to develop and test a conceptual model delineating the following variables in a structural manner: (a) motivations for FMP; (b) attitudinal constructs that mediate the linkages between motivations and behaviors in FMP; and (c) desirable FMP behaviors derived from motivations and attitudes. Toward this grand goal, this research will also generate an updated profile of farmers market consumers in the Twin Cities Area, Minnesota.

Project Methods
Mixed Methods ApproachThis research will adopt a mixed methods approach. Specifically, a sequential exploratory strategy will be employed (Creswell, 2009). This strategy involves a first phase of qualitative data collection and analysis, followed by a second phase of quantitative data collection and analysis that builds on the results of the first qualitative phase. The data are mixed through being connected between the qualitative data analysis and the quantitative data collection. This research design is deemed appropriate as it can test elements of an emergent conceptual framework resulting from the qualitative phase and validate qualitative findings through quantitative data collected from a different sample.Year 1: Qualitative StudyThe goals of this study will be to: (a) investigate the 15 research questions; and (b) explore consumer motivations, attitudes, and behaviors toward farmers markets; and (c) identify antecedent, consequences, and moderators that will be used to develop an integrative model of FMP. The critical incidence method (Bitner et al., 1990) will be employed at this qualitative stage. Exploratory interviews will be conducted by trained student field researchers who will recruit, conduct, and transcribe an interview with one nonstudent subject. Each interviewer will be provided with an interview guide and very specific written instructions concerning how to conduct interviews. The sample will be composed of 50 farmers market patrons residing in the Twin Cities Area, Minnesota. To ensure a rich discussion during these short interviews, interviewers will be trained to keep the interviews unstructured and informal but to pose extensive follow-up questions throughout the interview. Interview data will be analyzed through a two-phase coding procedure. Two trained graduate students will be provided with the transcribed interviews and code the text according to content analysis procedures, a data-driven technique to assess the emerging themes from narrative text (see Spiggle, 1994). First, the coders, unaware of the relevant literature, will independently analyze all interviews to identify the reoccurring comments concerning respondents' shopping behavior at farmers markets, after practicing on five randomly selected interviews. Next, the coders will re-examine the short interviews to identify the frequency of theme occurrence across respondents. The coders will discuss any disagreements and reached resolutions for all incidents. The themes, along with their definitions, examples, and frequency of occurrence will be compiled in a Table format. An integrative model of consumer behavior at farmers markets with a set of hypotheses will be developed based on the qualitative study.Year 2: Quantitative Study A survey questionnaire will be used to collect the data. The Project Director will contact and seek support from famers market co-ops in the Twin Cities Area and University of Minnesota Extension educators in the areas of family economics, nutrition, and family businesses. She has developed research partnerships with the Hmong-American Partnership (HAP) and UMN Extension in her previous community-based projects and worked with several farmers market co-op leaders. Using a consumer intercept survey method at three different farmers markets in the Twin Cities Area, participants will be contacted and subsequently given a paper copy of the self-administered questionnaire. A total of 200 responses will be collected.

Progress 07/01/18 to 06/30/22

Outputs
Target Audience:-Submitted a journal paper to Journal of Human Sciences and Extension and the paper was accepted (in press) -Target audience: Journal Editor and reviewers Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Nothing Reported What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

Impacts
What was accomplished under these goals? One paper was accepted for Journal of Human Sciences and Extension. Norton, A., Kim, H-Y., & Zuiker, V. S. (in press). Consumer embeddedness and motivations for farmers market patronage: A qualitative exploration in Minnesota, USA. Journal of Human Sciences and Extension. Two related, collaborativepapers were submitted to 2023 American Collegiate Retailing Association Conference. Olive, R., Draeger, K., Kim, H.-Y.,, Hanawa Peterson, H., Jarvi, M., Park, D., Jorgenson, A., & Huh, J.(2023).Toward Resilient Food Retail Systems:New Insight Derived from the 2019-2020 Minnesota Rural Grocery Survey Report.American Collegiate Retailing Association (ACRA) Conference, March 16-18. Lee, G., Kim, H.-Y., Draeger, K., Donahue, K.,Schweser, G., & Ren, O.(2023).Label equity and consumer beliefs about bidirectional distribution and local food.American Collegiate Retailing Association (ACRA) Conference, March 16-18.

Publications

• Type: Journal Articles Status: Accepted Year Published: 2023 Citation: Norton, A., Kim, H-Y., & Zuiker, V. S. (in press). Consumer embeddedness and motivations for farmers market patronage: A qualitative exploration in Minnesota, USA. Journal of Human Sciences and Extension.

Progress 10/01/20 to 09/30/21

Outputs
Target Audience:Extension educators at UMN Regional Sustainable Development Partnerships;UMN Extension Center for Community Vitality;UMN Extension Center for Ag, Food & Natural Resources; UMN West Central Research and Outreach Center Faculty Researchers atUMN Carlson School of Management;UMN College of Food, Ag, & Natural Resource Sciences Community Partners and Local Agencies inclusing Big Stone Garlic;Doubting Thomas Farm;Mason Brothers Wholesale;Russ Davis Wholesale;Bonnie's Hometown Grocery; Tony's Supervalu;Finland Cooperative General Store;MN Department of Agriculture;Sustainable Farming Association Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?One master's thesis was produced from this project and the student researcher is co-authoring a journal paper with the PI. One additional Ph.D. students received a research assistant training from this project. How have the results been disseminated to communities of interest?One journal paper generated from this project was submitted to Journal of Human Sciences and Extension and is currently under 1st revision (minor revision). What do you plan to do during the next reporting period to accomplish the goals?It is expected to produce one journal paper and will be linked tothe project funded byUSDA, entitled "Building a Bidirectional Supply Chain for Farm to Rural Grocery to Wholesale (F2G2W)." The project will successfully end in June, 2022.

Impacts
What was accomplished under these goals? The journal paper was generated from this project. Its abstract is below: The rise in popularity of farmers markets in the United States reflects consumers' negative response to more traditional food distribution systems. Farmers markets provide consumers with a more local and often more personal food purchasing experience. The purpose of this study was to examine consumer motivations to patronize farmers markets through the lens of social, spatial, and natural embeddedness. A qualitative approach was employed utilizing semi-structured, in- depth interviews. These interviews were conducted in person using a set of predetermined questions and revealed nine themes. The findings indicate that two types of consumer choices with different properties exist in farmers' market patronage (i.e., the choice of a particular farmers market vs. the choice of a particular vender at the market). Inconsistency occurs in consumer choice patterns (e.g., economic saving does not greatly affect the choice to shop at a particular farmers market, but can determine whom to buy from once at the market), implying that situational dynamics play a critical role at the point of purchase. While this study supports the usefulness of embeddedness as a conceptual framework for understanding farmers' market patronage, it demonstrates a distinction between motivation to patronize the market and shopping behaviors exhibited once there.

Publications

• Type: Journal Articles Status: Under Review Year Published: 2022 Citation: Consumer Embeddedness and Motivations for Farmers Market Patronage: A Qualitative Exploration in [STATE], USA

Progress 10/01/19 to 09/30/20

Outputs
Target Audience: Academicresearchers and graduate students reading 2020 American Collegiate Retailing Association Conference Proceedings Grant apllication reviewers and policy makers at United States Department of Agriculture (USDA-NIFA-AFRI) Support-Our-Stores: Rural Grocery Response and Support Team (comprised of cross-center Extension employees, UMN faculty and staff, and vital industry and organizational partners who are able to respond with resources to support ruralgrocery stores who are on the edge of closing their doors), Regional Sustainable Development Partnerships, University ofMinnesota Changes/Problems:Due to the pandemic, it was impossible to conduct Phase II of the project. The proposed activity was:Using a consumer intercept survey method at three different farmers markets in the Twin Cities Area, participants will be contacted and subsequently given a paper copy of the self-administered questionnaire. A total of 200 responses will be collected.The PIwill reformulate the Phase II of the project and assess the feasibility of data collection through online surveys. What opportunities for training and professional development has the project provided?The PI applied for and received the Limited Travel funding for AES Researchers in DHA. However, due to the COVID-19 pandemic, the travel was canceled. How have the results been disseminated to communities of interest? PI has been working with the UMN Support-Our-Stores Rural Grocery Response and Support Team comprised of crosscenter Extension employees, UMN faculty and staff, and vital industry and organizational partners who are able to respond with resources to support rural grocery stores who are on the edge of closing their doors. Enhancing farmers markets is one of the viable ways to solve a food retail crisis in rural and urban food deserts. Related publications and presentations are: Olive, R., Draeger, K., Kim, H-Y., Hanawa Peterson, H., Jarvi, M., Park, D., & Jorgenson, A. (2020). 2019-2020 Minnesota Rural Grocery Survey Report. Available at https://conservancy.umn.edu/handle/11299/217207 Parr, J., & Kim, H-Y. (2020). Identifying key factors affecting customer loyalty in a local retailing context. International Textile and Apparel Association, November 18-21. Parr, J.,Kim, H-Y., Im, H., & Linscheid, N. (2020, March 5).Beyond the Classroom: Technical Assistance Program for Rural Retailers. Partnering with Minnesota: Connecting the University with Urban, Suburban, and Rural Communities through Public Engagement, Office for Public Engagement, University of Minnesota, Minneapolis, MN. PI is disseminating her research outcomesto community engaged scholars and extension educatorsthrough a federal research grant received during this reporting period. Building a Bidirectional Supply Chain for Farm to Rural Grocery to Wholesale (F2G2W) Co-PIs: Draeger, K. (Lead PI), Donohue, K, & Kim, H-Y. Source: United States Department of Agriculture (USDA-NIFA-AFRI) Dates: March 1, 2021 - August 31, 2023 Amount: $500,000 What do you plan to do during the next reporting period to accomplish the goals?PI will continue to collect the data and submit one conference presentation and one journal paper. In so doing, PI will disseminate the outcomes of the project to communities of interest (e.g., policy makers, farmers market businesses, agricultural businesses, rural communities, consumers, educators, researchers).

Impacts
What was accomplished under these goals? One extended research abstract was published in 2020 American Collegiate Retailing Association Conference Proceedings to dissminate theresearch findings to academic and community-engaged scholar groups One additional external grant was secured. Otther related publications and presentations on rural retailing were generated.

Publications

• Type: Conference Papers and Presentations Status: Published Year Published: 2020 Citation: Bobwealth Omontese, C., & Kim, H-Y. (2020). Consumers views on local food and farmers market patronage: A qualitative study in a midwestern state. American Collegiate Retailing Association.

Progress 10/01/18 to 09/30/19

Outputs
Target Audience: Academic researchers and graduate students attending 2019 American Collegiate Retailing Conference Community-engaged scholors and educators attending 2019 Imagining America National Gathering Editors and reviewersfor International Journal of Retail Distribution of Management Support-Our-Stores: Rural Grocery Response and Support Team (comprised of cross-center Extension employees, UMN faculty and staff, and vital industry and organizational partners who are able to respond with resources to support rural grocery stores who are on the edge of closing their doors), Regional Sustainable Development Partnerships, University of Minnesota Changes/Problems:N/A What opportunities for training and professional development has the project provided?The PI applied for and received the Limited Travel funding for AES Researchers in DHAThe Travel Award. The travel award was usedto pay travel expenses (e.g., transportation, lodging, meals) for the 2019 American Collegiate Retailing Association Conference ($2038.65) and the 2019 Imagining America National Gathering ($1721.32). American Collegiate Retailing Association (ACRA) is a professional organization whose membership is composed of educators of four-year institutions that have retail programs or retail courses from these disciplines: business schools, liberal arts, economics, human ecology, textiles, design, and apparel. Thepurpose of ACRA is to foster quality retail education at four year college and graduate schools. It has important commitments to the teaching of retail, retail research, and the administration of academic retail programs. The 2019 conference was held inin Marriott University Park Tucson, Arizona. Imagining America (IA) is a national association focused on creating democratic spaces to foster and advance publicly-engaged scholarship that draws on arts, humanities and design for the purpose of catalyzing change in campus practices, structures, and policies that enables artists and scholars to thrive and contribute to community action and revitalization. IA's conference was held in University of New Mexico, ALBUQUERQUE, NEW MEXICO, October 18-20, 2019.The UMN Office of Public Engagement supports a campus-wide gathering of faculty colleagues who conduct community-engaged scholarship. In particular, it currently focuses on ways to build support for publicly-engaged efforts in the arts, humanities, and design, and to form a network of scholars who conduct community-engaged work within and across these disciplines. Representing the University of Minnesota, the PI attended Imagining America's upcoming 2019 National Gathering of public scholars, artists, students, designers, and cultural organizers. The travel grant will help the PI learn up-to-date knowledge relevant to the research topic and external funding sources supporting community-based projects through professional networking with scholars at other institutions. How have the results been disseminated to communities of interest? PI has been working with the UMN Support-Our-Stores Rural Grocery Response and Support Team comprised of cross-center Extension employees, UMN faculty and staff, and vital industry and organizational partners who are able to respond with resources to support rural grocery stores who are on the edge of closing their doors. Enhancing farmers markets is one of the viable ways to solve a food retail crisis in rural and urban food deserts. PI is disseminating her research outcomes to rural communitiesthrough another research grant received during this reporting period. Support Our Stores (SOS) Technical Assistance for Rural Grocers PI: Draeger, K.; Co-Investigators: Olive R., & Kim, H-Y. Source: Minnesota Department of Agriculture Dates: July 30, 2019 - Decmber 31, 2020 Amount: $75,000 (with 25,000 UMN Matching, Total: 10,000) What do you plan to do during the next reporting period to accomplish the goals?PI will continue to collect the data and submit one conference presentation and one journal paper. In so doing, PI will disseminate the outcomes of the project to communities of interest (e.g., policy makers, farmers market businesses, agricultural businesses, rural communities, consumers, educators, researchers).

Impacts
What was accomplished under these goals? Twopresentations at 2019 American Collegiate Retailing Association Conference were completed to dissminate the research findings to academic and community-engaged scholar groups. One journal paper was submitted to International Journal of Retail Distribution and Management. One master's thesis was completed using the data collected from this project. One additional external grant was secured.

Publications

• Type: Conference Papers and Presentations Status: Published Year Published: 2019 Citation: Kim, H-Y., & Huh, J. (2019). Examining hedonic shopping motivations, attitude toward locally grown food, and perceived farmers market appealingness as key drivers of farmers market patronage. American Collegiate Retailing Association, Tucson, AZ, April 4-6.
• Type: Conference Papers and Presentations Status: Published Year Published: 2019 Citation: Kim, H-Y., Norton, A., & Zuiker, V. S. (2019). Consumer embeddedness and motivations for farmers market patronage: A qualitative study. American Collegiate Retailing Association, Tucson, AZ, April 4-6.
• Type: Theses/Dissertations Status: Submitted Year Published: 2019 Citation: Alanna Norton, Completed (2019), Consumer Embeddedness and Motivations for Farmers Market Patronage: A Qualitative Study, M.S. Design-Apparel Studies, University of Minnesota
• Type: Journal Articles Status: Under Review Year Published: 2020 Citation: Norton, A., Kim, H-Y., & Zuiker, V. S. (under 1st review). Consumer embeddedness and motivations for farmers market patronage: A qualitative exploration in Minnesota, USA, International Journal of Retail & Distribution Management.

Progress 07/01/18 to 09/30/18

Outputs
Target Audience:Two studies on farmers market patronage behavior were conducted during this reporting peiod. A total of two research paperswill be generated from the data collected and submitted to 2019 American Collegiate Retailing Association Conference on Dec. 15, 2018. The target audienceduring this reporting peiod was farmers market shoppers in Minnesta (Study 1) and in the U.S. (Study 2). They were all research participants. Study 1 (Qualatative):Consumer Embeddedness and Motivations for Farmers Market Patronage (IRB Approval on 10/18/18) Study 2 (Quantatative):Identifying Key Factors Predicting Farmers Market Patronage (IRB Approval on 10/25/18) Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?The PI applied for and received the Limited Travel funding for AES Researchers in DHA ($1,685). The Travel Awardwas used to pay travel expenses (e.g., transportation, lodging, meals) for the 2018 Imagining America National Gathering. Imagining America (IA) is a national association focused on creating democratic spaces to foster and advance publicly-engaged scholarship that draws on arts, humanities and design for the purpose of catalyzing change in campus practices, structures, and policies that enables artists and scholars to thrive and contribute to community action and revitalization. IA's conference was held in Chicago, October 19-21, 2018. The PI also attended the Community-Engaged Scholars Luncheon hosted by the Office of Public Engagement, a campus-wide gathering of faculty colleagues who conduct community-engaged scholarship. The meeting,held on Thursday, September 13, from 11:30 AM - 1:00 PM in Room 240, Burton Hall (East Bank),focused on ways to build support for our publicly-engaged efforts in the arts, humanities, and design, and to form a network of scholars who conduct community-engaged work within and across these disciplines. During this meeting, the participants also explored the possibility of establishing a University of Minnesota delegation to attend Imagining America's 2018 National Gathering of public scholars, artists, students, designers, and cultural organizers. The PI received a registration fee support ($450) fromhe Office of Public Engagement as a member of the UMN delegation. AtImagining America's 2018 National Gathering, the PIlearned up-to-date knowledge relevant to the research topic and external funding sources supporting such community-based projects as the present AES project through professional networking with scholars at UMN and other institutions. How have the results been disseminated to communities of interest?During this reporting period, the results of Study 1 and Study 2 have not yet disseminated to communitieis of interest (e.g., policy makers, farmers market businesses, agricultural businesses, rural communities, consumers, educators, researchers). What do you plan to do during the next reporting period to accomplish the goals?The PI plan to present at 2019 American Collgiate Retailing Association Conference and develop follow-up studies and conductadditional sets of qualitative datafocusing on farmers market patronage behavior.

Impacts
What was accomplished under these goals? Two studies on farmers market patronage behavior were conducted during this reporting peiod. A total of two research paperswill be generated from the data collected and submitted to 2019 American Collegiate Retailing Association Conference on Dec. 15, 2018. Study 1 (Qualatative):Consumer Embeddedness and Motivations for Farmers Market Patronage (IRB Approval on 10/18/18) Study 2 (Quantatative):Identifying Key Factors Predicting Farmers Market Patronage (IRB Approval on 10/25/18) Other accoplishmentsrelated to these goals include one journal manuscript published, multipleoral presentations and media appearances and interviews. Journal Manuscript Kim, H-Y., Im, H., Park, M., & Lee. Y. (2018). Hmong-owned small businesses in Minnesota: Implications for Extension educators and program developers. Journal of Human Sciences and Extension, 6(3), 216-231. Presentations Kim, H-Y., Im, H., & Linscheid, N. (2018). Retail Assistance Program for the Rural Community, International ESC Conference, Engagement Scholarship Consortium (ESC), Minneapolis, MN, September 30-October 3. Kim, H-Y. (2018, November 13). Rural Retail Revitalization: A Design Thinking Perspective (Presentation to UMN Alumni and Residents in Waseca), "Minnesota Sparks" Speaker Series, University Alumni Association, University of Minnesota. Kim, H-Y., Im, H., & Linscheid, N. (2018, October 17). Rural Retail Revitalization (Presentation to Legislative Staff at Minnesota State Capitol), "Bringing the U to You" Series, University Government Relations, University of Minnesota. Media Appearances and Interviews KTOE-1420 AM Radio, "Current State of the U.S. Retail Industry and Its Impact on Rural Communities,"(November 8, 2018), Pete Steiner's Talk of the Town Interview Show 2018-2019 UMN Driven to Discover Campaign (TV, radio, newspaper ads, digital and social media messages), Available at https://www.youtube.com/playlist?list=PLyXoez4KrIOMdwoz3azTQ2CzX9hi8kU6c

Publications