Assessment of Agricultural Advisory Messages from Farmer-to-Farmer in Making a Case for Scaling Up Production: A Qualitative Study

Inadequate access to agricultural extension services often results in poor farm practices, affecting yields and subsequently the income and wellbeing of smallholder farmers. Given the high demand for agricultural information and the limited capacity of extension services, a farmer-to-farmer extension approach has been explored by many underserved farmers. In this study, we use a qualitative case study approach explore how cassava farmers who had limited access to agricultural advisory services from public extension agents managed to up-scale their farming business. Our research question was: what lessons can be learned from the lived experience of these farmers to address current challenges of cassava farming? The results of our study revealed diversity in advisory messages from farmer to farmer and agricultural extension agents. Farmers’ messages focused on encouraging farmers’ commitment and motivation towards farming business, availability of needed financial resources for the entire production season, willingness to reinvest profits, and access to farmland for future expansion. In contrast, the traditional messages from agricultural extension agents focused on encouraging group formation to address marketing challenges, diversification of farm operations, and good agricultural practices. These results show the need for pluralistic extension approaches to ensure farmers get access to necessary information.