Bridging the Gap: Extension Staff and Farmers in Integrated Crop Management Practices

Effective communication between Extension Field Staff (EFS) and farmers is crucial for the successful adoption of integrated crop management (ICM) practices. This study aims to identify key communication gaps in extension services affecting crop management practices in Khyber Pakhtunkhwa, Pakistan. A multistage sampling technique was used to select four districts of Khyber Pakhtunkhwa representing different agro ecological zones. The study surveyed 378 farmers and 147 Extension Field Staff to assess the effectiveness of current extension communication strategies, barriers to information dissemination and farmers’ perceptions of extension services. The findings reveal significant communication gaps that hinder the adoption of ICM practices. Access to finance and infrastructure emerged as the most significant barrier to technology adoption (Mean = 4.52), highlighting the need for improved financial support and rural infrastructure. The findings reveal significant communication gaps that hinder the adoption of ICM practices. Access to finance and infrastructure emerged as the most significant barrier to technology adoption with a mean value of 4.52, highlighting the need for improved financial support and rural infrastructure. Moreover, the results reveal that majority of the EFS were using field demonstration as a communication channel followed by workshops and training ranked 1st and 2nd respectively. Further results indicated that limited reach of information (Mean = 4.3, SD = 0.82) has the highest impact on communication that affect the dissemination of Integrated Crop Management practices. Additionally, the study identifies differences in the priorities of farmers and extension staff. Farmers emphasized the need for more frequent visits (34.3%). In contrast, EFS prioritized additional resources and training (33.3%) these differences highlight the need for better alignment between farmers' expectations and extension service delivery. Effective communication between EFS and farmers is crucial for adopting integrated crop management. Addressing gaps in information dissemination, training and feedback can enhance knowledge transfer, improving productivity and sustainability.