Dairy farmers' perception of barriers associated with the uptake of educational programs: A qualitative focus group study in Ontario, Canada

This qualitative study explored Ontario dairy farmers' perceptions of educational programs and the factors that influenced their participation. Five focus groups were conducted with 20 dairy producers in southern Ontario to discuss their experiences, motivations, and barriers related to educational program participation. Through applied thematic analysis, 3 main themes were identified: (1) strategies for effective outreach and engagement, (2) perceived value of education as a driver for progress, and (3) participation in educational programs: motivators, barriers, and preferences. Effective outreach was categorized into traditional and digital communication. Although participants had individualized views on the most effective outreach strategies, it was agreed that personal invitations (in-person, text message, or phone call) most effectively encouraged participation. All participants valued education as a means of personal and business growth but emphasized that participation depended on perceived relevance, their available resources, and the delivery format. Face-to-face, small group, and interactive sessions were the preferred delivery method. However, the convenience and flexibility of an asynchronous program were not overlooked. Whereas webinars challenged participants to hold focus, written communications persisted as an advantageous option, as they allow for later reference. Podcasts were identified as useful when the topic was timely to that individual, however, most participants agreed that they would not subscribe to a podcast channel. Time availability was considered to be the primary external barrier. Additionally, participants discussed intrinsic barriers such as their perception of the value of the program and intergenerational preferences. This study reinforces the design and refinement of educational programs to enhance participation among Ontario dairy producers, thus supporting the adoption of best management practices to sustain industry success and progression.