Program on the Environment

Farmland is critical to food security and provides a variety of benefits to economic, human, and ecological systems. However, productive farmland in the U.S. is being lost at an increasing rate due to urban expansion and low-density residential development. Replacing farmland with urban development means greater greenhouse gas emissions and weaker food security for surrounding communities. Farmland preservation programs and federal agencies do not have the sufficient funds needed to halt farmland loss. This study aimed to explore farming techniques to optimize remaining farmland in the U.S., as well as, communication strategies best fit to promote farmland preservation based on public perceptions of farmland. Through a literature review, I found that benefits of farmland can be maximized with the use of regenerative agricultural methods. Through my work at American Farmland Trust along with written survey research, I found that Seattle residents are generally concerned about farmland issues. Developing a thorough understanding of the target audience is critical to the effectiveness of communication of farmland preservation. In order to reduce future loss of farmland in the U.S., it is crucial that messaging campaigns align with audience demographics, audience values, audience literacy, and barriers to action. Building this strong basis of support will ultimately allow communities across the U.S. to reap the benefits of farmland and grow a deeper connection to their food and the farmers that cultivate it.