Information transfer among grape producers in the western United States on pest and disease management

Knowledge about how producers subjectively assess and communicate about different information resources can help optimize Agricultural Extension efforts. In particular, how do growers use different information resources when making decisions on pest and disease management? Using pest and disease management in wine grapes (Vitis vinifera) as a case study, three surveys were conducted among grape producers in the western US to qualitatively explore resource options (n=15), examine the relative importance of the 23 different information resources identified (n=63), and investigate the social networks where information is passed within and between regions (n=65). Five different informational archetypes emerged, demonstrating different preferences for information resource use which explained 66% of the variance in survey responses. Personal connections (e.g., discussion with professional network, with field foreman and supervisors, and with an Extension agent) were extremely important to the participants. In the communication network analysis, 65 participants were used to form a 324-actor network with 448 links which were then subdivided into intra-state networks. The networks show evidence of structures that facilitate information diffusion and cooperation between independent producers. Additionally, even with networks much smaller than the grape producer populations in these states, influential individuals could be identified. These individuals, when targeted by outreach professionals, could assist with information dissemination, and facilitate changes in opinion or behaviors in the region.