Teaching Early Adopters

Traditional agricultural audiences haven't always understood the concept of low-input sustainable agriculture. This is especially true for the areas of integrated pest management (IPM) and biological control of crop pests and weeds.

A needs assessment conducted in 1981 in Garfield County, Washington, indicated people had no understanding of IPM concepts, and a general distrust of biological control approaches to pest management. The county Noxious Weed Control Board, Wheat Growers Association, and the Crop Improvement Association were antagonistic to the concepts. A "teachable moment" needed to occur to introduce these topics favorably. Early adopters of new ideas watch for and follow university suggestions closely, middle adopters watch the early adopters and accept new technology when they see it proven, and late adopters wait a long time before trying new techniques. Using these adoption diffusion model principles, a plan was developed.1

Three educational methods were used to introduce the concepts. First, Extension information meetings were planned to include integrated pest management concepts and biological control topics related to audience interests. For example, an Extension weed school was conducted each year with specific information on the IPM of weeds that concerned the county Noxious Weed Control Board. At these meetings, one of each plant species infected with biological control agents, and the other an uninfected, health plant were displayed. This method graphically showed the "before-and-after" effect, and helped the weed board educate farmers and field staff in weed identification. These techniques were also used in information meetings presented to Extension home economics clubs, with the concepts applied to home gardening.

Second, the living plants, plus posters and photographs depicting IPM practices and biological control, were displayed each fall at the county fair. County fairs are typically attended by agricultural audiences and most of the other citizens in small counties. They're an excellent vehicle for education. A number of feature stories appeared in the media at the same time that reinforced the visual educational program.

Third, individuals were identified as potential early adopters. They were approached with the request to allow an Extension demonstration of integrated pest management practices and biological control on their farms. Biological control agents were supplied by the United States Department of Agriculture- Animal and Plant Health Inspection Service (APHIS), and Washington State University research entomologists.

After three years, 15 early adopters were implementing IPM practices, including the reduction of pesticide use, and were asking for help in biocontrol releases. At this point, these cooperators began to serve as "middle managers" in presenting information at Extension meetings. Secondary or middle adopters who like to do what others are doing then began to use the concepts and practices.

The "teachable moment" arrived in 1987 when the Russian wheat aphid became a major economic pest of cereal crops in southeastern Washington. Cereal crops have relatively low cash values, and inputs must be limited. Washington State University economists developed economic injury levels for the Russian wheat aphid, and USDA-APHIS released biological controls for the aphid. Now, 150 Garfield County farms were using IPM practices and understanding them.

Our educational goal was reached in the 1989 program year. The county Noxious Weed Control Board officially required IPM strategies and biological control efforts, where possible, for cost-share benefits. Three of the board members personally committed 50,000 acres of rangeland to biocontrol of noxious weeds as well. Our eight-year experience in Garfield County validated the strategy of promoting the adoption of new practices by educating early adopters. The key is to introduce the concerns gradually to the early adopters and to use these clientele to educate later adopters.

1. Don A. Dillman,"Factors Influencing the Adoption of No-Till Agriculture," in Proceedings of 1985 No-Till Farming Winter Crop Production Seminar, Dave Huggins, ed. (Pullman, Washington: Yielder Drill Co., 1985).