Improving Business Communication: A Crucial Factor for Success Among Agro-Entrepreneurs in Georgia During the Post-Pandemic Era (with a Focus on Gender Aspects)

Abstract

In the aftermath of the Covid-19 pandemic, this paper delves into the vital domain of agricultural communication, with a specific focus on the challenges confronted by agro-entrepreneurs in Georgia. In a world continually shaped by globalization and digitalization, effective communication has become indispensable in the agricultural sector. This study explores the evolving landscape of agricultural communication and its significance in the post-pandemic context. By examining insights from both developed and developing nations, the research seeks to identify the essential skills required by farmers and producers to not only sustain their farms but also thrive in the global marketplace.
The agricultural sector finds itself at a crossroads where traditional practices intersect with modern demands. Amidst the global integration of economies and the accelerating pace of digitalization, communication has emerged as a linchpin for success. The Covid-19 pandemic further underscored the urgency of effective communication, compelling agro-entrepreneurs to adapt swiftly to the changing dynamics of the market. This paper aims to unravel the intricacies of agricultural communication, shedding light on the skills imperative for agro-entrepreneurs to fortify their businesses, enhance their production methods, and successfully market their products.
Our research adopts a qualitative approach, specifically utilizing Desk Research and In-Depth Interviews to delve into the core aspects of agricultural communication and content analysis. Focusing on key agricultural sectors, namely livestock, poultry, and vegetable industries, we conducted a total of 9 in-depth interviews. These interviews encompassed representatives from small, medium, and large farms within these sectors.
In our exploration, we hypothesized that media coverage predominantly highlights medium and large-scale farmers. To address the imbalance, we purposefully sought out representatives from small farms, recognizing their lack of visibility and limited access to
communication resources. Random encounters at agricultural markets facilitated interviews with small-scale breeders, poultry
farmers, and plant growers, offering valuable insights into their challenges and perspectives. For medium and large-scale entrepreneurs, we employed targeted methods. By using specific keywords like "farmer," "agro agriculture," "animal husbandry," "poultry farming," and "Poultry farming" in search engines, we identified potential interviewees mentioned in publications. Additionally, collaboration with municipal authorities provided leads to large and medium entrepreneurs, enabling us to approach them for interviews via telephone calls.
To conduct content analysis, we studied the media outlets named by the entrepreneurs. Through our key search terms: farmer; agro
Agriculture; animal husbandry; poultry farming; Poultry farming; farmer; Egg: Chicken; meat: milk; wine: winemaking: honey; beekeeping; tea Horticulture: Nuts; nut; blueberry laurel tractor; covid pandemic (as the last two additional words). We found articles, news, interviews, and analyzed them. We examined materials published during the last 5 years (2019-2023), as the subject of our research is the problems created in agricultural communication during the Covid pandemic and the investigation of the post-pandemic reality. As a result of observing 3 media outlets, we reviewed a total of 78 articles.

It is significant to note that almost 50% of people involved in agriculture in Georgia are women. Our interviews were conducted with both female and male participants, although a preliminary hypothesis of our study is that female participants receive little or no media coverage.