This paper is an inquiry into the process of setting up a national, multi-stakeholder project collaboration aimed at stimulating the role of the private sector in the Australian agricultural extension and innovation systems.

This paper presents results from an action research intervention aimed at strengthening the role of private sector advisers in the Australian agricultural extension system. Private sector advisers participating in the research identified a number of barriers to their effective inclusion in this system.

This paper addresses this gap by examining the nature of disruption to farm advisors from data-driven smart farming and identifies the challenges and opportunities. The authors aim to better theorize smart farming innovation by examining the advisory role to provide insights for technology developers, and policy directions for governments in relation to supporting uptake of farming innovations.

In this paper is presented insights from a co-design process with private farm advisers and ask: What enables farm advisers to engage with digital innovation? And, how can digital innovation be supported and practiced in smart farming contexts? Digital innovation presents challenges for farmers and advisers due to the new relationships, skills, arrangements, techniques and devices required to realise value for farm production and profitability from digital tools and services.

The privatization of agricultural advisory and extension services in many countries and the associated pluralism of service providers has renewed interest in farmers’ use of fee-for-service advisors. Understanding farmers’ use of advisory services is important, given the role such services are expected to play in helping farmers address critical environmental and sustainability challenges. This paper aims to identify factors associated with farmers’ use of fee-for service advisors and bring fresh conceptualization to this topic.