The quality of rural extension and advisory services is a crucial element in fostering innovation and rural development. This article aims to clarify the concept of quality of rural extension and to develop a preliminary theoretical framework. An ample literature review was conducted in search of articles on service quality and quality of rural extension and advisory services. The first part presents the main results of the literature search on quality of extension services. The definition of quality is not universal.

In this study, a novel government-backed agri-food supply chain model (GBASM) is introduced among farmers and agricultural enterprises in their respective market. In the GBASM, the government provides subsidies to each member of the supply chain to encourage them to collaborate on a common economic platform. A game-theoretic perspective is established among farmers and agricultural enterprises to determine whether or not they should participate in this new model for their economic benefits.