Growing Connections Between Farms and Communities
By Jessica Williams and Lauren Hoesli
Having a passion for agriculture extends far beyond the field, encompassing the people, communities, and connections that keep the industry thriving. Karissa Scott, a graduate student in the Department of Agricultural and Human Sciences at NC State University, is driven by this passion to connect farmers with their communities, expand access to educational resources, and support North Carolina’s agricultural industry innovatively.
Finding Her Path in Extension Education
Scott's interest in extension education began during her undergraduate years at Appalachian State University, where she witnessed firsthand the dedication of NC State Extension professionals and their impact on local communities. Their passion for serving others inspired her to pursue a career that would allow her to make a similar difference.
Her goal is to help agricultural producers and farmworkers access knowledge and resources that can improve not only their agricultural operations but also their everyday lives.
As a graduate student at NC State, Scott has explored various aspects of agriculture, from courses like Foundations of Agricultural and Extension Education and Introduction to Local Food Systems to independent research and internship experiences.
She interned for N.C. Cooperative Extension’s summer program in Orange County, honing her administrative, planning, and marketing skills. However, her most valuable learning experiences have come from working directly with farmers.
Connecting Agriculture and Communication
Through NC State’s College of Agriculture and Life Sciences newsletter, Scott connected with Michelle Pace Davis, a sixth-generation farmer and NC State alumna. This led to a position at Pace Family Farms in Archer Lodge, North Carolina, where Scott manages the farm store, interacts with customers, and assists with Community Supported Agriculture (CSA) distributions.
Working with customers, Scott gained insights into the relationship between local farms and their communities, and she developed an unexpected interest in agricultural marketing and communications.
Creating social media content for the farm, she observed how digital platforms could introduce new audiences to local agriculture. A customer's TikTok video highlighting the farm store's products and prices resulted in over 10 new customers visiting the farm within days, many of whom lived nearby but had never heard of it before.
This experience highlighted the power of social media in connecting farmers with their communities and sparked questions about how farms can leverage digital tools to expand their reach.
“Working at Pace Family Farms has opened my eyes to how crucial it is for farmers to connect with their communities,” Scott says. “I’ve gained hands-on experience in agriculture while also discovering new ways to help farms reach customers and share their stories.”
Her work at the farm has evolved into a master’s research project, where she is analyzing the farm’s social media engagement to identify content strategies that resonate with audiences and explore how social media can serve as both a marketing and educational tool for farms.