Key social processes sustaining the farmer/advisor relationship

Abstract

This paper sets out to describe and analyse the formation and maintenance of the farmer-adviser relationship from the perspective of the farmer in an Australian grains industry context. It is based on 30 in-depth interviews with farmers about their use of agronomists. The findings are that a farmer’s commitment to their adviser will remain strong if they have; frequent meaningful interaction over a long period of time, high perceptions of equity and value, trust and confidence, and an emotional connection. The farmer’s commitment was also influenced by levels of satisfaction with the service, previous investment in building the relationship, and whether there are advisory alternatives. With ..