Thanks to changes in society, the rise of social media and an overall breakdown in trust in institutions, Americans are searching for new sources for advice on a wide range of subjects, including how they make food choices.

Instead of relying on advertising and experts, as they have in the past, many consumers are sourcing information from others, often the people in their groups on Facebook, Instagram or other social media platforms.

Those changes create opportunities, and also challenges, for farmers as they work to get out their messages on food quality, safety and environmental stewardship, according to Charlie Arnot, founder and CEO of...