Reaching out? Governing weather and climate services (WCS) for farmers

•Weather and climate services (WCS) for farmers in India and Norway reveal similar governance challenges related to format, relevance, and tailoring of knowledge communicated.•A ‘most different case study’ comparison underscores that WCS remain supply-driven.•More deliberate approaches to institutional design is suggested to foster co-creation and improved engagement of farmers and extension agents in developing the services.•Active use of social media, such as crop-based WhatsApp groups, can facilitate integration between external science-based knowledge/models and local practice and learning.