Cover Crop Champions: Linking Strategic Communication Approaches with Farmer Networks to Support Cover Crop Adoption

We conducted a case study of the 2017 Cover Crop Champions cohort to understand how the program changes farmers' perceptions of cover crops and helps them overcome structural constraints to their adoption. Based on semi-structured interviews and document review, we found that the program change...

Full description

Saved in:
Bibliographic Details
Published in:Society & natural resources 2021-12, Vol.34 (12), p.1602-1619
Main Authors: Bressler, Alison, Plumhoff, Marta, Hoey, Lesli, Blesh, Jennifer
Format: Article
Language:English
Subjects:
Agricultural practices
Case studies
Communication
Communication strategies
Constrained choice
cover crop adoption
Cover crops
Crop diversification
Crops
diffusion of innovations
Diversification
diversified farming systems
farmer networks
Farmers
Farms
Grain
mentoring
Networks
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:We conducted a case study of the 2017 Cover Crop Champions cohort to understand how the program changes farmers' perceptions of cover crops and helps them overcome structural constraints to their adoption. Based on semi-structured interviews and document review, we found that the program changed the attitudes and behavior of farmers through two key mechanisms. First, Champions were trained in new communication methods, including the use of simple language intended to normalize cover cropping, sharing personal success stories, facilitating hands-on field demonstrations, and focusing on tangible benefits. Second, the program facilitated new farmer networks, while strengthening and connecting farmers with existing networks. Champions who were involved in existing networks were more likely to continue outreach after the program ended. This case study improves our understanding of how farmer networks and mentoring relationships, built on effective communication strategies, can help overcome constraints to crop diversification on grain farms in the U.S. Midwest.
ISSN:0894-1920
1521-0723
DOI:10.1080/08941920.2021.1980165