At Jacson3 we’re very interested in contributing to the improvement of on-farm biosecurity. Having worked with farmers most of his life Rusty knows how hard it is to bring about change in our farming/growing sectors. This easily read paper by Les Robinson sheds light on the factors that influence the speed of change.
In addition to the 5 factors influencing uptake (the main focus of the paper) the following excerpt struck a chord with us “impersonal marketing methods like advertising and media stories may spread information about new innovations, but it’s conversations that spread adoption.”
We’d go further and suggest that its not just conversations but also the actions of influencers that farmer/growers often take their lead from.
The full article can be found at https://www.enablingchange.com.au/Summary_Diffusion_Theory.pdf