Abstract
Internationally, agribusiness firms are spending considerable resources on the development of new biotechnological products. Biotechnology has also received considerable attention from the media. Little is known, however, about farmers' perception and concerns regarding biotechnology. Information pertaining to the factors affecting farmers' acceptance of biotechnology is an essential input into agribusiness firms' marketing and product development strategies. This paper presents the results of two surveys undertaken in Western Canada relating to farmers' acceptance of biotechnology and the availability and quality of information. The results suggest that considerable confusion about biotechnology exists and implications are drawn for the marketing strategies of agribusiness firms.
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