Exploring communication channels tailored to farmers’ needs in eight European countries

Agricultural knowledge and innovations frequently fail to reach end-users effectively, resulting in fragmented dissemination and ineffective application by farmers and other stakeholders. This study, part of the Horizon Europe project Grazing4AgroEcology, aims to identify the most efficient communication channels and tools in the grazing sector tailored to farmers’ needs across eight European countries (France, Germany, Ireland, Italy, The Netherlands, Portugal, Romania and Sweden). Findings of a web-based survey with 443 responses indicate that access to reliable, up-to-date, and context-specific information is crucial for the successful uptake of agricultural knowledge. The end-users seek readyto-use knowledge on agronomic and animal husbandry practices, technologies, grazing management and rely on a variety of sources to stay informed. Face-to-face interaction, peer-to-peer learning and internet emerged as the most effective sources of information. A multi-channel approach that also includes consultancy by extension services, digital tools and demonstration farms can further enhance the adoption of best practices. A comparative analysis across countries provides important insights for policymakers and other actors aiming to sharing information within the Agricultural Knowledge and Innovation Systems at both national and international levels.