Research Highlights Growing Social Media Disengagement in Ontario’s Agri-Food Sector

Dr. Ataharul Chowdhury and Kabir were interviewed by John Greig to discuss their research on social media disengagement and misinformation. The article was published in Farmtario, read more Misinformation, polarization drive agriculture off social media

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