Agri-food crises and news framing of media: an application to the Spanish greenhouse sector

The contemporary media narratives frequently exhibit significant contradictions due to the influence of diverse interests. In this context, the framing of information assumes critical importance in shaping consumer opinions, necessitating a comprehensive examination of its management. This article investigates the portrayal of crises in the agri-food sector within the mass media when not anchored in objective and verifiable facts, thereby exerting a consequential impact on the sector’s reputation and public image. Specifically, a detailed analysis is conducted on the greenhouse horticulture sector in southeast Spain, recognized as the primary European supplier. Examination of these news items uncovers a discernible bias in the disseminated information, resulting in an information asymmetry between farmers and consumers. As a remedy for the affected sector, the current study advocates the implementation of a proactive crisis detection and management model grounded in the development and dissemination of verifiable information.