The Center for Agricultural Technology Transfer at Texas Tech University is aimed at enhancing the dissemination of agricultural information to the public. The center focuses on the development of instructional media and educational tools that will hopefully increase agricultural literacy. The center includes a state of the art computer laboratory used by students for the production of print materials and for the development of an agricultural database system. The video production laboratory is in the process of being expanded for the production of agricultural videos to be used in informing the public about agriculture. Numerous research activities through Texas Tech University have revealed that although Americans are agriculturally aware, they are not agriculturally literate.
Agricultural awareness is the understanding of agriculture in a broad sense.
It does not require a specific knowledge of a particular area. Agricultural literacy is the understanding and knowledge necessary to synthesize, analyze and communicate basic information about agriculture. The center is structured through the Agricultural Communications program offered in the College of Agricultural Sciences and Natural Resources. Through CATT, Agricultural Communications students have the opportunity to produce agricultural newsletters, brochures, videos and other promotional materials. In addition, CATT will function as a research and training center for students and professionals at various levels within the field of Agricultural Communications.