Cover Crop Champions: Linking Strategic Communication Approaches with Farmer Networks to Support Cover Crop Adoption

Abstract

We conducted a case study of the 2017 Cover Crop Champions cohort to understand how the program changes farmers’ perceptions of cover crops and helps them overcome structural constraints to their adoption. Based on semi-structured interviews and document review, we found that the program changed the attitudes and behavior of farmers through two key mechanisms. First, Champions were trained in new communication methods, including the use of simple language intended to normalize cover cropping, sharing personal success stories, facilitating hands-on field demonstrations, and focusing on tangible benefits. Second, the program facilitated new farmer networks, while strengthening and connecting farmers with existing networks. Champions who were involved in existing networks were more likely to continue outreach after the program ended. This case study improves our understanding of how farmer networks and mentoring relationships, built on effective communication strategies, can help overcome constraints to crop diversification on grain farms in the U.S. Midwest.

Keywords:

• Constrained choice
• cover crop adoption
• diffusion of innovations
• diversified farming systems
• farmer networks
• mentoring

Acknowledgments

We would like to thank the National Wildlife Federation for its participation in this research. We sincerely thank Ryan Stockwell and all participants from the Cover Crop Champions 2017 cohort who agreed to be interviewed for this case study. We also thank Adam Reimer and Ryan Stockwell, and three anonymous reviewers, for providing valuable feedback on the manuscript. Finally, we thank Evan Craig, Danielle Falling, Rhona Garry, and Devorah Gordin for their help transcribing interviews.

Notes

1 Here, social learning refers to adult learning theory (Knowles 1980) that shows how learning does not occur by simply acquiring information, but through social interaction – in this case, by observing and exchanging knowledge and perspectives with other farmers through peer-peer learning; environmental learning describes the type of knowledge shared through this process, such as ecological knowledge that is not typically available to conventional grain farmers.