Abstract for this project (Not in plain language)

American elderberry (Sambucus nigra subsp. canadensis) is a native perennial shrub that shows promise in agroforestry systems. Consumer interest in specialty crops is growing, and growers able to vertically integrate and create value-added products from elderberries often find ready markets. Yet lack of knowledge about many aspects of elderberry may still be a market barrier, potentially resulting in banks that are reluctant to loan, would-be customers who are unaware of elderberry properties, and industry-funded research in other crops garnering more attention.

Biomedical research into both American and European elderberry has resulted in findings of potential interest to farmers, lenders, consumers, and others. Elderberry has been explored for its potential or known antiviral, antibacterial, antidiabetic, anti-inflammatory, anti-cancer, anti-oxidant, and neuroprotective properties, among others.

However, scientific research in peer-reviewed publications is typically reported in complex language that can be inaccessible to laypeople. In addition, many US residents have low literacy skills, with over half reading below a sixth-grade level. Such factors complicate broad dissemination of elderberry research results.

In consultation with elderberry growers, the feasibility and utility of translating selected research results into plain language to communicate elderberry science are explored. Best practices for fostering trust in science are considered, such as avoiding jargon, using analogies, and paying attention to audience values. Legal pitfalls surrounding health claims are also considered. This approach may also be applied to other specialty crops that can be incorporated into agroforestry systems.