A growing variety of public and private rural advisory services are available today, leading to increasingly pluralistic service systems (PSS) – in which advisory services are provided by different actors and funded from different sources. PSS have emerged in many countries as a response to a decline in public sector extension and the increasing demand for tailored, diverse and market-oriented services. Private companies, non-governmental organizations and producer organizations, today play more active roles alongside traditional public sector providers.
Extension services are a keystone of information diffusion in agriculture. This paper exploits a large randomized controlled trial to track diffusion of a new technique in the classic Training and Visit (T&V) extension model, relative to a more direct training model. In both control and treatment communities, contact farmers (CFs) serve as points-of-contacts between agents and other farmers. The intervention (Treatment) aims to address two pitfalls of the T&V model: i) infrequent extension agent visits, and ii) poor quality information.