Developing recruitment messages for potential hispanic students

There is a lower number of Hispanic students pursuing a degree in agriculture-related fields as compared to the distribution of the general population. These students generally have negative perception and lack information of the agricultural industry. It is important to determine why Hispanics have a negative perception of agriculture and why it keeps them from enrolling in agriculture-related educational pathways. A qualitative study was conducted to determine the motivations and influences impacting Hispanic and Non-Hispanic students in choosing a major, college, and career, and determine whether there was a difference between Hispanic and Non-Hispanic students. Data were collected through focus groups and participant observation. Sixty-seven high school students enrolled in agriculture classes at two classes in communities surrounding Lubbock, Texas, participated. It was determined that money, size/distance, and activities were influential factors for Non-Hispanic students picking a major, college, and career. Money, opportunities, quality, and activities were influential factors for Hispanic students. When being recruited into the College of Agricultural Sciences and Natural Resources, Hispanic and Non-Hispanic students wanted to hear messages regarding money, opportunities, and activities.