and Integrated Pest Management - part - usaid

COMMUNICATING INTEGRATED PEST CONTROL
TO RICE FARMERS AT THE VILLAGE LEVEL
M. M. Escalada and P. E. Kenmore
Department of Development Communication
Visayas State College of Agriculture
8 Lourdes St., 1300 Pasay City, Philippines
and
FAO Intercountry Program on IPC for Rice
P. 0. Box 1864, Manila, Philippines
Integrated Pest Control (IPC) is a management system that rice farmers use
to minimize their risks of losses and to maximize their returns to investment
pest
in
control. To use this system, farmers must learn field skills
identification,
of
damage assessment, decision-making for chemical use, choice of
varieties, and optimal application of fertilizers.
These skills must be taught in the field by trainers who have already
mastered the skills. While over 4600 rice-based extension workers
Philippines
in the
nave been trained in these field skills, this technology cannot be
used by farmers unless training courses are given to them. Unless farmers
aware
are
of the potential of IPC, and their motivation to learn IPC is high enough,
successful farmers' classes cannot be organized even though technicians have
skills.
Astrategic communication campaign on IPC is being carried out in
rice-growing
selected
municipalities in Western Leyte, Philippines, to raise awareness
among rice farmers about IPC and to motivate them to ask extension technicians
for training. Beyond the initial goal of increasing local demand for IPC training,
the comm timication campaign had two implicntions:
I. Because pest problems change from season to season, it is important
farmers
for
to consult with technicians after the training course. By motivating
farmers to initiate the relationship with technicians by demanding training,
the campaign should increase the chances for farmers to continue initiating
consultations with technicians when new pests emerge.
2. If farmers begin to demand information about IPC, they can also demand
information about other management technologies covering fertilizer, water,
storage or marketing. Te emphasis in agricultaral technology promotions
has been on the "supply" side, providing information to the extension
agencies who are expected to thrust technology on farmers. The intent of
the campaign is on the "demand" side, assuming that if farmers ask
technology
that
be delivered and not merely accept their status as passive
acceptors, then the extension staff will respond.
In recent years, there has been a growing consciousness for the need to
utilize mediated communication to support agricultural development. This
recognition has been manifested in the number of successful projects which have