Have farmers had enough of experts?

Area of Science:

• Agricultural Science
• Soil Science
• Information Science

Background:

• The digital age offers vast information, but discerning credible sources is challenging for farmers.
• Traditionally, farmers relied on in-person expert advice for farm management innovations.
• The increasing online presence of farmers raises questions about their information-seeking and trust patterns.

Purpose of the Study:

• To investigate how farmers in Hungary and the UK learn about sustainable soil innovations.
• To identify the key influencers of farmers' adoption of new soil management practices.
• To understand the role of online information versus traditional expert advice and peer networks.

Main Methods:

• Qualitative study involving interviews with 82 farmers in Hungary and the UK.
• Exploration of farmers' information sources and decision-making processes regarding soil innovations.
• Analysis of trust levels in different information providers, including peers and traditional experts.

Main Results:

• Farmers in both countries actively use online sources for soil information.
• Peer networks and farmer-to-farmer interactions are the most trusted sources for learning about new soil practices.
• Farmers expressed lower trust in traditional experts, citing a perceived lack of empathy and understanding of their needs.

Conclusions:

• While online information and influencers play a role, peer-to-peer learning is paramount for farmers' adoption of sustainable soil management.
• There is a need to re-evaluate how traditional agricultural experts engage with farmers to build trust.
• Enhancing trustworthy knowledge exchange mechanisms that value peer influence is crucial for promoting sustainable agricultural practices.