Units 5&6, case

Dear all,
Please check this out as well as the case material that is at the end of this unit notes. For the references of these units, please refer to the course outline.
We shall have a short evaluation next week. I will include a few bonus questions from the talk of Cebu Mayor Tommy Osmena this afternoon.
Keep well

Trel b
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UNIT 5
THE ADOPTION PROCESS


I. DIFFUSION OF INNOVATION

Definitions:
Diffusion – The process of spreading technology/ information from one group/agency/person to another
Innovation – An idea, practice, or object perceived as new by an Individual
Technology - science applied to practical purposes; means and methods employed in production or manufacture of output; innovation; generated by research, inventive farmers and others; symbol of modernization
Innovation-decision process - mental process through which individual passes from first knowledge of innovation to decision to adopt or reject
Innovation-decision period - length of time required to pass through innovation-decision process. Adoption of innovation is primarily an outcome of a learning and decision-making process
Diffusion effect - the cumulatively increasing degree of influence upon an individual within a social system to adopt or reject an innovation
Over adoption - adoption of innovation when experts feel he/she should reject
Symbolic adoption - mental acceptance of innovation without necessarily “putting it into practice”
Sequential adoption - adoption of part of package of technology initially and subsequently adds components over time
Innovation dissonance - discrepancy between individual’s attitude toward innovation and ones decision to adopt or reject an innovation
Discontinuance - decision to cease use of an innovation after previously adopting it, with 2 types:
a) Replacement discontinuance –innovation is rejected because a better idea supersedes it
b) Disenchantment discontinuance –innovation is rejected as a result of dissatisfaction with its
performance

The rate of awareness-knowledge for an innovation is more rapid than its rate of adoption.
Earlier adopters have shorter innovation-decision period than later adopters.


II. STAGES IN THE ADOPTION PROCESS:
(Five distinct stages in the adoption process and sample extension methods)

1. Awareness – different mass media could be used to provide the individual with knowledge of the innovation and create awareness (e.g. mass media, popular theater). It is at this stage that the innovation’s complexity and compatibility should be most important
2. Interest – whatever is the desired method to be used it should include information strengthening and attitude building (e.g. group meetings/discussions, radio forum, farm visit, etc.). It is at this stage that the innovation’s relative advantage and observability should be most important
3. Evaluation – the most critical stage in the adoption process because the outcome generally determines whether or not the individual proceeds to the trial and adoption stages (e.g. result demonstration, farmer exchange, etc.). It is at this stage that the innovation’s trialability should be most important.
4. Trial – methods for reinforcing the farmers’ interest should be used (individual visit, farmer exchange, demonstration, on-farm visit, etc.)
5. Adoption or Rejection – the acceptance or rejection of an idea or product (e.g. recognition program, competition, etc.)

III. ADOPTER CATEGORIES

The extension method chosen will depend on the following: goal, resources, relationship with clients, skills of the extension agent on the one hand, and the size and educational level of the target group on the other.

Types of Adopters

1. Innovators (Venturesome) – the first to adopt; they introduce the idea; they are
few; the daring and the risky but willing to accept occasional setbacks.
2. Early adopters or influentials (Respectable) – the second group to adopt and the most
important; they are quick to see the value of a new practice; these are also the opinion leaders who
are respected by their peers. The fact that they adopted the new idea makes it acceptable for the
others to do so. If the influentials are not receptive to the idea, the adoption process will have difficulty
to continue. They are more integrated in local social system.
3. Early majority (Deliberate) – they get their social cues from the influentials; adopt a practice only
after they are convinced of its value. They adopt new ideas just before the average member of a social
system; rarely hold leadership positions; deliberate before completely adopting a new idea. They do
not want to be the last to lay the old aside, nor the first one to try what is new.
1. Late majority – large blocks of less wealthy; they get their cues either from the influentials or from the early majority; adopt a practice only when it is generally acceptable by the community
2. Late adopters/ Laggards (Traditional) – they have three sources for reference and the last to adopt; very slow in making a decision whether or not to adopt an innovation and are left behind in the process; reference is the past; frankly suspicious; no opinion leadership
3. Die-hards – never adopt to the new idea

The Adoption Curve

IV. TYPES OF TECHNOLOGY

1. product – physical goods
2. process – non-tangibles; may be “system” for doing things (e.g. models, strategies, etc.)
3. service –complementary activities/services to enhance existing programs/ policies of govt
4. information – simply information or significant findings

Technology Development Process
1. generation – scientific and experimental stage
2. verification – met the following criteria:
• conducted in farmers ‘ fields
• tested for 2 seasons in TG trials
• showed economic, technical feasibility
3. adaptation – met the following criteria:
• only component of techno conducted in farmers’ field or station
• tested for TG
• good potential for economic feasibility/acceptance by farmers & commercial producers
4. dissemination – met the following criteria:
• general adaptability
• economic profitability
• social acceptability
• potential availability of support services
5. commercialization –successfully passed piloting stage
CRITERIA FOR SELECTING TECHNOLOGIES

1. Technical feasibility/General Adaptability 4. Environmental Soundness
2. Economic Viability 5. Potential Availability of Support Services
3. Social Acceptability


TECHNOLOGY

Definition

A Science applied to practical purposes; means and methods employed in the production or manufacture of an output; innovations (science is an objective, accurate, systematic analysis of a determine body of empirical data to discover recurring relationships between phenomena)

Categories of Technology

1. component technology – refers to specific cultural techniques in the management/production of crops, livestock, fishery, etc.
2. package of technology (POT) – refers to the combination of all necessary component technologies for production or postproduction activities

Types of Technology
1. product – some technologies take the form of physical goods
1. process– non-tangibles; may refer to a “system” for doing things (e.g., models, strategies, etc.)
2. service– provide complementary activities/services to enhance existing programs/policies of govt
3. information – simply information or significant findings

Technology Transfer
• Until the end of eighteenth century, farming techniques developed gradually and steadily over centuries
• Colonialism and imperial expansion introduced innovations (eg., maize, tobacco, potatoes); experimentation and dissemination of knowledge were basically at the local farm level
• The rise of agricultural sciences has induced dramatic changes
• New technology has been increasingly created by public sector research organizations outside the actual farming sector
• Private firms in industrialized economies find agricultural technology research and development highly profitable
• Research-extension-farmer linkage in developing countries was based on a simple model of transferring modern research results to the "traditional" farmer through extension
• The general faith in science and the commitment to modernization led to discrediting indigenous knowledge but is now put in question
• Farming systems research and the "rediscovery" of farmers' knowledge; "improved technology is a package of inputs and practices that usually comes from many sources, including those of the farmers (UNDP, 1991)

V. ATTRIBUTES OF TECHNOLOGY

Attributes of Innovation/Technology:

There are variables that also influence the attributes of people and determine the adoption or
rejection of an innovation as perceived by the receiver of the technology or innovation:

1. relative advantage – the degree to which an innovation is superior to one it is intended to replace considering the following: degree of economic profitability, initial cost, perceived risk, discomfort, time/effort/resources saved, immediacy of reward. The perceived relative advantage is positively related to its rate of adoption, meaning, the more advantageous it is, the greater is the rate of adoption.
2. compatibility – the extent to which an innovation fits into farmer’s views about what ought to be. What he or she does in the farm, and how he or she does it, whether or not it is consistent with existing values, experiences and needs. The perceived compatibility of a new idea is positively related to its rate of adoption, meaning, the more compatible the technology is, the greater is the rate of adoption.
3. complexity - some innovations are simply more complicated than others or perceived as relatively difficult to understand while some are clear to potential adopters. The perceived complexity of an innovation is negatively related to its rate of adoption, meaning, the more complex the innovation, the lesser is the rate of adoption.
4. trialability - quality of an innovation that allows trying or experimentation a little at a time. The perceived trialability of an innovation is positively related to its adoption, meaning, the greater would be the chance of adopting the innovation if it could be tried or experimented
5. observability – the extent to which an innovation or its results can be observed or visible to others. The perceived observability of an innovation is positively related to its adoption, meaning, the more observable it is the greater is the rate of adoption


UNIT 6
EXTENSION TEACHING METHODS AND TECHNIQUES

Methods - the ways or techniques use by an extension system and influence its target groups, i.e., to bring the target groups in interaction with the context of extension

Strategy - the operational design by which a national government implements its extension policies

TEACHING METHODS
Extension-teaching methods. The extension-teaching methods are the tools & techniques used to create situations in which communication can take place between the rural people & the extension workers. They are the methods of extending new knowledge & skills to the rural people by drawing their attention towards them, arousing their interest & helping them to have a sucessful experience of the new practice.
A proper understanding of these methods & their selection for a particular type of work are necessary.
Classification of extension teaching methods. (A)ACCORDING TO USE. One way of classifying the extension methods is according to their use & nature of contact. In other words, whether they are used for contacting people individually, in groups or in masses. Based upon the nature of contact, they are divided into individual, group & mass-contact methods.
Individual-contact methods. Extension methods under this category provide opportunities for face-to-face or person-to-person contact between the rural people & the extension workers. These methods are very effective in teaching new skills & creating goodwill between farmers & the extension workers.
Group-contact methods. Under this category, the rural people or farmers are contacted in a group which usually consists of 20 to 25 persons. These groups are usually formed around a common interest. These methods also involve a face-to-face contact with the people & provide an opportunity for the exchange of ideas, for discussions on problems & technical recommendations & finally for deciding the future course of action.
Mass or community-contact methods. An extension worker has to approach a large number of people for disseminating a new informaton & helping them to use it. this can be done through mass-contact methods conveniently. These methods are more useful for making people aware of the new agricultural technology quickly.
Important extension-teaching methods under these 3 categories are listed in the following chart.
Chart 1. Classification of extension-teaching methods according to their use
Individual contacts Group contacts Mass contacts
Farm & home visits Method demonstration & result demonstration Bulletins
Office calls National demonstration leader-training meetings Leaflets
Telephone calls Conferences & discussion meetings & workshops Circular letters & radio
Personal letters Field trips Television,exhibitions,fairs,posters
(B)ACCORDING TO FORM. Extension-teaching methods are also classified according to their forms, such as written, spoken & audio-visual. Some of the important methods under each of these 3 categories are given in Chart 2.
Chart 2. Classification of extension-teaching methods according to their form
Written Spoken Objective or visual
Bulletins General & special meetings Result demonstration
Leaflets,folders,News articles Farm & home visits Demonstration posters
Personal letters Official calls Motion-picture or movies, charts
Circular letters Telephone calls, radio Slides & film-strips,models,exhibits



A brief description of some of the extension methods which are commonly used by extension workers is given below.
Farm & home visits. Farm & home visits constitute the direct or face-to-face contact by an extension worker with the farmer or the members of his family. During these visits, information is exchanged or discussed. The visits may be to get acquainted with the problems of the farmers, or to organisational purposes. Such visits provide an opportunity for a two-way communication.
Result demonstration. Result demonstration is an educational test to prove the advantages of recommended practices & to demonstrate their applicability to the local condition. It is conducted by a farmer under the direct supervision of an extension worker. It is designed to teach others, in addition to the person who conducts the demonstration. It helps the farmers to learn by seeing & doing. This method can be used to show the supoeriority of practices, such as the use of fertilisers, insecticides & pesticides & high yielding varieties of seeds.
Method demonstration. It is used to show the technique of doing things or carrying out new practices, e.g. preparing a nursery-bed, treating seed with insecticides & fungicides, line-sowing, taking a soil sample, grafting fruit trees, etc. This method is usually used for groups of people.
National demonstrations. National demonstrations are the "first-line demonstrations," conducted by researchers on the farmers' fields to show how production can be increased per unit of area & per unit of time. These demonstrations usually include the system of multiple cropping & the use of high-yielding varieties, along with the best package of practices. They were first initiated on a modest scale in 1965 & have now become a part of the agricultural production programme in the country.
Group discussions. all the farmers cannot be contacted by extension workers individually because of their large number. It is convenient & feasible to contact them in groups. This method is commonly known as group discussion. It is used to encourage & stimulate the people to learn more about the problems that concern the community through discussion. It is a good method of involving the local people in developing local leadership & in deciding on a plan of action in a democratic way.
Exhibitions. An exhibition is a systematic display of information, actual specimens, models, posters, photographs, and charts, etc in a logical sequence. It is organised for arousing the interest of the visitors in the things displayed. It is one of the best media for reaching a large number of people, especially illiterate & semi-illiterate people. Exhibitions are used for a wide range of topics, such as planning a model village, demonstrating improved irrigation practices, soil conservation methods, showing high-yielding varieties of seeds & plants, new agricultural implements & the best products of vilage industries.
General meetings. These are usually held for passing on certain information to the people for future action. Extension workers give lectures to the people on certain pre-selected items of work, such as the celebration of Van mahotsav, a national festival.
Campaigns. Campaigns are used to focus the attention of the people on a particular problem, e.g. rat control, village sanitation & plant protection, the production of rabi crops & family planning. Through this method, the maximum number of farmers can be reached in the shortest possible time. It builds up community confidence & involves the people emotionally in a programme.
Tours & field days. Conducted tours for farmers are used to convince them & to provide them with an opportunity of seeing the results of new practices, demonstration skills, new implements etc. & to give them an idea regarding the suitability & application of these things in their own area. Such tours may also be arranged to enable the rural people to visit places & institutions connected with the problems of rural life, such as research institutions, training institutions, agricultural universities, model vilages, areas of advanced developments, leading private farms, exhibitions, & agricultural & cattle fairs.
Printed matter(literature). Newspapers, magazines, bulletins,leaflets, folders, pamphlets & wall news-sheets are another set of mass media for communicating information to a large number of literate people. They are used for communicating general & specific information on a programme of technology or a practice.Small folders, leaflets & pamphlets are used to give specific recommendations about a practice, such as the use of fertilisers, vegetable cultivation, green-manuring & the growing of individual crops, e.g. wheat, barley, gram & sugarcane.
Radio. It is a mass medium of communication & can reach a large number of people at any given time involving the least expense. Extension workers use the radio for communicating information on new methods & techniques, giving timely information about the control of croppests & diseases, weather, market news, etc. For this purpose, talks, group discussions, folk-songs, dialogues & dramas are usually organised. There are 38 stations of All-India Radio broadcasting regular rural programmes.
Television It is one of the most powerful media of communication. It has come into vogue only in the recent years. It combines both audio & visual impact & is very suitable for the dissemination of agricultural information. It is more useful in teaching how to do a specific job.
A beginning has ben made in India for using this medium for development programmes since 1967, & it is expected that its use will become more extensive in the coming years.
Motion-pictures(movies). Movies are an effective tool for arousing interest among the people, because they involve seeing, hearing, & action. They are the most suitable medium for drawing bigger audience. a film show can be followed by a discussion with the villagers.

Group Methods
1. Farmer’s classes/Seminars (farmers attend classes or learning sessions in non-formal setting also termed as farmer field school)

Key Principles of Farmer Field School:
a) What is relevant and meaningful is decided and must be discovered by learner
b) Learning is a consequence of experience
c) Cooperative approaches are enabling
d) Learning is an evolutionary process characterized by free and open
communication, confrontation, acceptance, respect and the right to make mistakes
e) Each person’s experience of reality is unique
2. Lecture/Discussions (a formal verbal presentation with specific learning objectives delivered
by a qualified speaker to a group of listeners and facilitating discussion among the listeners)
3. Role Play (farmers act out certain situations to anticipate their future actions should the
situation happens; a problem-solving technique where farmers act out the problem and the
response; could also be used to act out experiences to show what they learned)
4. Farm Demonstrations (an invaluable method in extension where farmers see new idea
works and what effect it can have on increasing their crop production).

Types of Demonstrations:
a) Method Demonstration – shows farmers how something is done step-by-step for the
purpose of teaching new techniques
b) Result Demonstration – shows local farmers why a particular new recommendation/
practice should be adopted by comparing new practice with a commonly used local
practice (“seeing is believing”).
5. Demonstration Plot: demo farm, demo field
6. Field Days (organized demons, displays, etc. of specified subjects, practices or processes
combining info, instruction and promotion; a day or days on which an
area containing successful farming or other practices is open t\for people to visits; it permits
farmers to observe personally and ask about successful farming practice; it creates a
situation in which information contacts and learning can take place.)
2. Campaign (intensive activity in coordinated way to achieve objective such s control,
sanitation, etc).
3. Tours/Excursions/Field Trips (farmers witness together an improved performance or result of
specific practice in actual setting; a group of farmers travel to another location to observe
practices, projects, demonstrations not available locally.)
4. Exhibits/Displays (the use of posters, pictures, photos, models, etc. to share new info and
create interest
5. Popular/Theater (following media: drama, singing, dancing, using local language to deal with
local problems, etc.)
6. Puppetry (use of dolls, small figures, images so as not only to entertain but also to educate)
7. Group Discussion (a group of farmers organized for the purpose of sharing information
about a specific topic, and analyzing and evaluating that information to get some general
conclusions or agreement)
8. Group Meetings (calling members of a local community together for a meeting)

Types of Meetings According to Purpose:
a) Information Meetings – to communicate a specific piece of information which the
extension agent feels will benefit the community
b) Planning Meetings – to review a particular problem, suggest a number of solutions and
decide upon a course of action.
c) Special Interest Meetings – topics of specific interest to a particular group of people are
presented and discussed in detail at a level relevant to those who are participating
d) General Community Meetings – the community is invited to attend in order to discuss
issues of general community interest. It is important to hold such general meetings
occasionally so as to avoid any community group feeling that is excluded extension
activities.

Mass Media Methods
Campaigns
Print Media (leaflets, bulletins, newspaper, etc); Publications and circulars (journals, daily press, posters)
Broadcast-based
Indigenous Folk Media
Modern Information Technology

ADVANTAGES AND DISADVANTAGES OF EACH METHOD:

Individual Methods
Advantages:
• Good way of giving information to solve unique problem that involves major decision of
farmer
• Possible to integrate information from with information from extension agent
• Extension agent can help farmers clarify their feelings and choose between conflicting
goals
• Extension agent can increase farmer’s trust by showing interest in farmer as person, his
or her situations and ideas

Disadvantages:
• Cost are high in terms of extension agent time and travel
• Extension agent usually reaches only a small portion of target group
• Extension can give incorrect information
• Method is based on high level of trust between farmer and extension agent

Group methods
Advantages:
• Coverage- possibility of greater extension coverage; more cost effective
• Learning Environment- more reflective learning environment in which farmer can listen,
discuss and decide upon involvement in extension activity
• Action- group creates supportive atmosphere, and individual farmers gain more self-
confidence by joining others to discuss new ideas and move them into concerted action

Important Issues:
• Purpose- how to develop group, to encourage members to continue to meet
and establish group on a more permanent basis.
- how to transmit new ideas, information, knowledge that will assist the farmers in their
farm activity.
• Size- ideal size for groups in extension is 20- 40; one major determinant is
geographical location.
• Membership- farmer members should share common interest and problems
• Agent’s Relationship with Group- agent should establish structure based on
social and culture context of community groups he or she serves, and ensures it will
function with minimum extension support.

Types Of Farmers’ Organization
1. community- based and resource- oriented organization (e.g. village level coops-
these organizations are generally small and more concerned about inputs, etc.
2. commodity- based and market- oriented organization – specialize in single
commodity and opt for value- added products which have expanded markets

Mass Media Methods
Important distinguishing characteristics of interpersonal and mass media channel of
communication.



Factors in the choice of a method
a. Goal, learning objectives and subject matter
b. Philosophy of learning and learners
c. Competence and skills of the extension agent and on the one hand and on the size and education level of the target group on the other of extension worker
d. Learning environment
e. Resources
f. Relationship with clients

Or consider the following:

Factors to Consider in the Choice of Extension Teaching
With changing educational goals, the choice of extension teaching becomes important. How is an extension worker to decide what extension method he is to use?

The following factors help determine this:
1. Rural People are not all alike
a. People differ in nationality, culture background, schooling, occupation, religion, income, organization membership, size family, attachment to local community, in size of farms they operate and type of agriculture
b. These affect their attitudes, habits, and actions and responses.
2. People do not live alone
a. People satisfy desire for group association in a number of ways.
b. People associate with their own and just naturally from groups.
c. Extension can serve people along group organization lines.
3. Tremendous power in Group
a. People are likely to act when in a group.
4. Local community is the Main Group
a. Most human relations are carried on within a fairly small area, in nearby places, i.e. churches, schools, community centers etc.
b. A local unit of Extension organization is necessary to reach a majority of people.
c. Extension teaching must be based on group life below the province level, (generally at the barrio level.)
5. People want Security, Recognition and Response
a. Psychological security is needed in addition to economic security.
b. Extension teaching must be based on group life below the province level.
6. People have objectives, hopes, standards and values
a. Social objectives are necessary together with economic objectives.
b. People differ in their goals and standards, depending upon age levels, nationality, education and religious values, etc.
7. Goals and Standards are determined by Family and Community
a. Objectives of farmers and housewives are mostly geared to needs of family.
b. Motivation should be made on the basis of family-community circumstances.
8. Principles of Involvement
a. Effective teaching and responses are attained when people are concerned and involved in the planning process.
9. People like to do things for themselves, and they do not like to be over urged
a. People respond better when the approach is made on self-analysis basis; made to feel that the program is theirs and not that of the Extension worker.

10. People learn from others, but not just from anybody
a. The power of influence of the informal leader is grate and should be used.
b. Leaders must be accepted leaders with large following.
c. Extension workers must learn to identify these leaders.

Ways of Reaching Your Extension Audience
1. Through the Family Case Method (also known as Farm or Home Visit)
Extension information is provided on a family or individual case basis. This is the simplest way of doing extension work, for no majors’ organization is involved.
Advantage: Program can be adjusted to fit the individual case. Personal attention can be given to the individual’s educational problem.
Disadvantage: Requires too much time; no opportunities for group participation, leadership development, group learning, and group action.
2. Through the Key Family Case Method
Individual casework is purposely done with key families who have influence over others. It is simple form of teaching people.
Advantage: Serves more families with less time than family case.
Disadvantage: Requires skill and time to locate and develop key families.
3. Through the Project Leader Idea
Certain persons are selected as project leaders or teaching leaders, who serves as local point of contact. Project leader is trained in a subject, then in turn trains others.
Advantage: Helps to multiply the hands of the extension agent, and at the same time promote leadership development.
Disadvantage: Program limited to specialties in subject matter; other areas of problems of subject matter may be neglected.
4. Through the Country Planning or Advisory Council
Provides a way of finding felt needs and interest of the people, and discovering real problems. This leads towards good program development and also contributes towards leadership development
Advantage: Involvement of people. Development of leaders
Disadvantage: As the leaders are hand picked, and not democratically selected, they may not truly represent the people and council may be misused.
5. Through the Inside-Extension Club
This is common in home demonstration or home economics work where groups are organized by extension and regularly for extension lessons.
Advantage: Groups help to keep extension more clearly before the people, promote
unity of feeling and purpose, develop personality and leadership, provide social function
for members, and can multiply the hand of the agent.
Disadvantage: Members of such a group easily becomes close friends and use the club
as their social outlet exclusively. It then may become limited to a certain group of people
in the community and the educational purpose may become lost.
6. Through Direct-Purpose-Sponsor Organization
Similar to #5, except that some organizes the local club allied sponsoring organization, such as Farm Bureau. Home Bureau etc., rather than organized by extension.
Advantage: Extension has the advantage of a ready-made organization without differ
from doing organizing.
Disadvantage: The sponsoring organization may have goals or objectives, which differ
from those extensions.
7. Through Miscellaneous-Regular Local Organizations
Well suited to communities where people belong to one or more well-organized groups, such as PTA, Church and others
Advantage: Same advantages as found in #6
Disadvantage: Same advantages found as #6. In addition, many people may not belong to such organizations.
8. Through Farmer’s Commodity Organization
Common areas where agriculture us highly specialized. Provides an excellent means of reaching people in the community.
Advantage: Working with organizations, which belong to the people, and with farmers
which all have become commodity problems.
Disadvantage: Agents often have to serve as officers in the organization, and many farmers, may not belong to the organization.
9. Through a Whole Community Organization Plan
Whole Community functions as one large group representing the people. Various functional committees are set up to handle phases, including farming, home making, etc.
Advantage: Same as #5 provisions for unity in the community. Makes it easy to
reach many people and puts community influences back of recommended practices.
Develops interest and leadership and provides means of achieving farm, home and
community development programs.
Disadvantages: may not work where the community already has several strong
organizations.
......END OF CHS 5&6....
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CASE: submit on Tuesday your answer on a half-sheet of yellow paper. good luck

Mr San Diego has been farming for more than ten years already. On a ten-hectare area, he grows rice on irrigated section, sweet corn and vegetables on flat, non-irrigated lands. With five farm workers, he is able to optimize farm development by employing farm mechanization technique. He has a tractor and post-harvest facilities such as thresher, corn sheller and solar dryer. He adopts modern farming methods and applies chemical fertilizers, pesticides and herbicides to increase production.

When he bought the land from a tenant-turned owner, some five years back, he found out that the soil was no longer fertile. He tried to rehabilitate the condition by employing certain modern farming techniques.

It took him about three years before he was able to see the good results of his intervention.
Here comes… YOU, the extension agent.

Having learned about sustainable agriculture in college and having learned its values and principles, you convinced him to shift to SA.

Tell me how you will do it –describe certain procedures and protocols