Conversion to Organic Farming: A Typical Example of the Diffusion ...

Conversion to Organic Farming57ogy transfer extension approach that is frequently associated with adoption researchhas to be rejected. Instead a broad vision of a knowledge network with the involvementof producers, advisors and researchers should be aimed for.However, this does not imply that the adoption model itself cannot be used toprovide some recommendations for the future development of support services oforganic farming. On the basis of the review the following are presented as a basisfor further debate.Promotion should be based on the advantages of the organic system and on newmanagement approaches rather than criticism of conventional agriculture, whichwould help to minimize the negative reactions amongst conventional farmers.The sector bodies involved in standard setting and certification should allow onfarmexperimentation with organic farming for converting producers (for exampleby allowing partial certification of specified units within a whole farm) as this is animportant step in the farmers’ decision-making process. It should be explored furtherwhether conversion planning could support or even replace this process. Morewidespread conversion planning could also help to reduce the risk that is associatedwith a conversion.According to the model, farmers in the same category of adopters share similarvalues and characteristics and are therefore likely to be interested in the adoptionof a particular innovation at the same time. For innovations that improve profits,Early adopters are likely to value profit making highly, whereas for environmentalinnovations they might share other values. The organic farming system may bestbe placed in the middle ground, as it includes broader environmental as well asfinancial goals and indeed farmers appear to be converting to organic productionfor a range of motives, reflecting its broad range of aims.Advisors and others involved in organic farming organizations and sector bodiesneed to recognize that a shift in motives, farm and social characteristics amongthose converting to organic farming is a typical feature of any diffusion process,and not an inherent shortcoming of those currently converting. As the diffusionprocess of this in some ways untypical innovation has shown the innovators teachthemselves and learn with the support of other innovators or through direct accessto primary information sources. Those that convert at a later stage are more likelyto make more use of advice. For them the further adoption/diffusion process oforganic farming as a knowledge-based innovation may depend critically on thewide availability of credible information, about the principles as well as the likelyfinancial implications, although more research is needed to better understand theirinformation requirements. It is the challenge for advisors and the organic farmingsector to develop strategies how they can be met so that those farmers convertingat a later time in the diffusion process can receive information and advice that istargeted to their particular needs.ReferencesAlbrecht, H. (1974) Die Verbreitung von Neuerungen – der Diffusionsprozess. Der Förderungsdienst22 (2) pp. 33–40Albrecht, H. (1980) Diffusion processes and social structure: Review of research within rurualsociology. Pp. 39–51 in H.J. Hummel and W. Sodeur eds, Modelle für Ausbreitungsprozessein sozialen Strukturen (Bad Homberg: Verlag der Sozialwissenschaftlichen Kooperative)