Market Orientation in Agricultural Extension and Advisory Services Approaches: Experiences from Service Providers and Farmers in Central Malawi

Market-oriented extension and advisory services enable linkages among actors within agricultural value chains, which is necessary for commercialisation. The study analysed the market orientation of extension approaches employed by various service providers. Qualitative methods were used to collect data from 12 key informants and 84 farmers through 11 focus group discussions. The study targeted extension providers from public and private sectors and non-governmental and farmer-based organisations. We found that extension service providers employ the commodity specialised approach, farmer business school, project approach and smallholder horticultural empowerment and promotion approaches to reach farmers. There are differences in the market-orientation rating of the approaches. Unlike other service providers, public service providers perceived capacity gaps in all areas. The main challenges faced include inadequate funding, high extension worker-to-farmer ratio, poor policy environment and weak legal frameworks, lack of trust and information sharing among actors, poor coordination among extension service providers and actors, and high illiteracy levels among farmers. We conclude that most approaches are not fully market-oriented. Service providers of extension and advisory services should design and implement tailored market-oriented extension and advisory services for farmers commercialising to different levels.