15 pages., Article #: 1277838, via online journal., Commercial channels can be non-conventional networks for disseminating agricultural information, especially if farmers are willing to pay for a DVD with
learning videos. Using purposive sampling, we selected retailer and involved them
in selling videos compiled in a DVD. Inside the jacket of DVD, we pasted a sticker
listing a phone number that buyers or video viewers could call for further questions.
We interviewed 341 of the buyers who called that number. After the phone interviews, snowball sampling was used to select 180 farmers for face-to-face interviews
in order to validate the information collected during the telephone interviews and
to understand the behavioural changes triggered by watching the videos. Within
four months of first distributing DVDs to retailers, 80% of the 700 DVDs were sold.
Distributing videos through commercial channels gives a fair chance to everyone to
learn, since the DVDs were sold on the open market at an affordable price. About
84% of the DVDs were sold at 1 USD, suggesting that all of the respondents were
willing to pay for learning DVDs; 86% of respondents said they now spent less
money on pesticides after watching the videos. Private sector actors can become
“new extensionists” and distribute agricultural information to rural populations.
Camacho-Villa, Tania Carolina (author), Almekinders, Conny (author), Hellin, Jon (author), Martinez-Cruz, Tania Eulalia (author), Rendon-Medel, Roberto (author), and International Maize and Wheat Improvement Center, Mexico, D.F.
Wageningen University, The Netherlands
Universidad Autónoma Chapingo, Mexico
Universidad Autónoma de Chiapas
University of Bonn, Germany
Format:
Online journal article
Publication Date:
2016-10-17
Published:
Mexico: Taylor & Francis
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 108 Document Number: D10955
17 pages, via online journal, Purpose: Little is known about effective ways to operationalize agricultural innovation processes. We use the MasAgro program in Mexico (which aims to increase maize and wheat productivity, profitability and sustainability), and the experiences of middle level ‘hub managers’, to understand how innovation processes occur in heterogeneous and changing contexts. Design/methodology/approach: We use a comparative case study analysis involving research tools such as documentary review, key informant interviews, focus group discussions, and reflection workshops with key actors. Findings: Our research shows how a program, that initially had a relatively narrow technology focus, evolved towards an innovation system approach. The adaptive management of such a process was in response to context-specific challenges and opportunities. In the heterogeneous context of Mexico this results in diverse ways of operationalization at the hub level, leading to different collaborating partners and technology portfolios. Practical implications: MasAgro experiences merit analysis in the light of national public efforts to transform agricultural advisory services and accommodate pluralistic agricultural extension approaches in Latin America. Such efforts need long-term coherent macro level visions, frameworks and support, while the serendipitous nature of the process requires meso-level implementers to respond and adapt to and move the innovation process forward. Originality/value: This paper contributes to the debate on how to operationalize large programs by showing that the innovation support arrangements enacted in the field should allow for diversity and have a degree of flexibility to accommodate heterogeneous demands from farmers in different contexts as well as continuous changes in the politico- institutional environment.
8 pages., via online journal., This study seeks to explore the influence of forms of communication on the performance of field workers in Finlay Flowers Kericho, focusing on the Communication process and quality management in flower production. The study was conducted at Finlay Flowers one of the leading producer of cut flowers in Kenya. A total of 145 respondents were selected from a population of 1,175 interacting groups comprising of middle level managers and field workers. Primary data was collected using structured questionnaires and an interview schedule and collected data was analysed using Statistical package for social sciences (SPSS). Findings revealed that all forms of communications had influence on performance of field staff with demonstrations appearing to be more influential in this regard. This is attributed to the fact that demonstration is a consultative event where the management directly involves the employees and advice on the specifications or product requirements. In conclusion, main driver of performance as revealed by the findings of the study meaningful communication process; senior management communication style, supportive work environment and line management style. Based on the findings, the study recommends that in order to improve performance, demonstration as a form of communication should be encouraged, as workers need detailed information on how to conduct their duties especially when handling the produce, also the use of interactive methods as forms of passing messages will help in improving production efficiency.
16 pages, via online journal article, Purpose: In this paper, the knowledge dynamics of the farmer–rural extensionist’ interface were explored from extensionists’ perspective with the aim of understanding the matchmaking processes between supply and demand of extension services at the micro-level. Design/methodology/approach: Forty semi-structured interviews were conducted with extensionists whom work in the North-Eastern, Argentine provinces. Findings: Two different, general types of knowledge dynamics were identified: one moderately diffusionist, based on a hierarchical relationship and the prioritisation of experts’ knowledge, and the other constructivist, based on horizontal processes of co-construction. Interestingly, some extensionists support beliefs pertaining to both approaches. They also highlight the importance of unceremonious trainings, interpersonal trust and making recommendations that take into account farmers’ rationale. Practical implications: Results show the persistence of diffusionist rural extension and that extensionists have different, even contradictory, extension approaches, which renders inappropriate any attempt to generalise their perspectives. Theoretical implications: This study suggests that farmers’ demand is the result of a constructive, interactive process, and thus is not prior to the interaction between the demand side (farmers) and the supply side (extensionists). Consequently, the knowledge and power dynamics that take place within the farmer–extensionist interface should be considered the nucleus of demand construction and the matchmaking process. Originality/value: This paper addresses the dynamic matchmaking process between supply and demand of extension services at the micro-level, suggesting it is a constructive process and showing the core role played by power dynamics.
