Research on natural resources controversies such as land-use conversions has highlighted how stakeholder groups can have significantly different interpretations of the issue. Differing or opposing social values, political interests, and economic concerns play a large part in shaping how groups of people perceive a conflict. In these instances, opposing sides often use discursive frames to communicate their interests and garner support. While previous research has illustrated how frames are deployed in these cases, less is known about the role of trust in the context of frame resonance, especially when the frame deployer is a large corporation. We use the case of a proposed forestland conversion project in North Florida to investigate how lack of trust in powerful institutions can exacerbate natural resource conflicts. We conclude this article by discussing the implications of our findings for future work on natural resource controversies, elite discursive strategies, and official framing cases.

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