Assessing Produce Growers’ Perceptions and Adoption of Agricultural Water Safety Practices in the United States

Abstract

The Produce Rule regulates food safety among produce growers in the United States. Policy exemptions (e.g., for farms with average produce sales under USD 30,000 over three years) pose a threat to local food safety, particularly given exempt growers’ role in fresh produce production. Understanding exempt growers’ perceptions of food safety practices and the factors influencing their voluntary adoption is crucial. A cross-sectional quantitative survey was conducted to assess growers’ current engagement, their perceptions of agricultural water safety practices, and their influence on adoption decisions. The findings indicate inadequate engagement with agricultural water safety practices, with production water-related safety practices showing higher engagement compared to post-harvest water practices. Overall, growers reported favorable perceptions toward agricultural water safety practices. The perceived compatibility, relative advantage, and observability predicted adoption decisions among exempt growers, with the perceived compatibility being the strongest predictor. Policymakers and education professionals should design strategies and tailored educational interventions and messaging for exempt growers to emphasize the compatibility, relative advantage, and observability of agricultural water safety practices. Furthermore, it is recommended to explore policies and other mechanisms to increase the perceived relative advantage (immediacy of rewards and direct benefits) for exempt growers to promote voluntary adoption of these on-farm food safety practices.