Communication is essential to making biotechnology and genomics relevant to developing countries and poor people. Few would disagree with that. But many are sceptical about public relations efforts to impose inappropriate technological ‘solutions’ on developing countries. This paper is a partial reflection on how PR and advocacy ‘mixes’ can be understood and whether they can be useful to innovation in developing country contexts.

The challenges of providing food security for the developing world have perhaps never been so extreme, with the introduction of new technologies being matched by land degradation, water concerns and the often uncertain impacts of a changing climate. In short, we will need to produce more food on less land. Adding to the problem is the distrust and fear around some new technologies – particularly biotechnologies – that have created a divide between scientists and farmers, decision makers and the public. There have been many attempts to bridge these divides, but few success stories.

African farming systems are highly heterogeneous: between agroecological and socioeconomic environments, in the wide variability in farmers’ resource endowments and in farm management. This means that single solutions (or ‘silver bullets’) for improving farm productivity do not exist. Yet to date few approaches to understand constraints and explore options for change have tackled the bewildering complexity of African farming systems. In this paper we describe the Nutrient Use in Animal and Cropping systems – Efficiencies and Scales (NUANCES) framework.