Science Communication in Agriculture: The Role of the Trusted Adviser

Effective communication of science to end users can be challenging. Misinformation, misunderstanding and mistrust abound. It is imperative that the end user has an understanding and appreciation for science and how it can be applied to solve environmental problems. Scientists have a role to play in this discourse, but here it is argued that they may not be the primary communicator to stakeholders. Agriculture is an important consumer of scientific information and has a long-standing and well-developed relationship with scientists and advisers for obtaining and applying specialized scientific knowledge. Extension scientists and crop advisers are trusted sources of information for farmers. Their partnership leads to better distribution and application of research findings. Professional private crop advisers exist in many countries around the world including Africa, where one example shows how extension has played a key role in developing village residents to take on the role of science delivery. Similar models for partnering extension with community experts to deliver knowledge to residents have been successful in urban settings and provide a model that could be expanded into other disciplines.