Agricultural advisory services as intermediates for
online agromet applications for farmers
Iver Thysen
Danish Institute of Agricultural Sciences
ICT for farmers:A technology searching for users ?
Farmers 2%Crop advisers 50%
User penetration of PlanteInfo 2004
ICT for farmers:A technology searching for users ?
Farmers 2%Crop advisers 50%
User penetration of PlanteInfo 2004
Bad excuses
• Good weather data from DMI• Close collaboration with the advisory service• 75% of farmers have Internet• Massive marketing• Nearly all farmers know about PlanteInfo
So why don’t they use it?
Good reasons
• We don’t provide information that fits the rational farmer’s logistic needs
• Farmers are satisfied with information from other sources
• Farmers can make better use of their time than fumbling with the Internet
• Farmers are too stupid to know what is good for them
The information chain
Information provider
Extension
Farmers
eAdvice
Conclusion
• Weatherdata, applications, websites and farmers’ access to Internet are NOT enough
• Insight in farmers’ decision making habits and needs defined by farm logistics, and
• Net-based cooperation with agricultural extension will perhaps help
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