Challenges and opportunities to communicate agrometeorological information for smallholder farmers in developing countries

Recent assessments of the global state on climate services indicate significant advances in agrometeorological monitoring and forecasting over the last two decades. Rich and robust scientific literature demonstrates that agrometeorological information and services can support tactical and strategical decisions in the agricultural sector and increase farmers income and resilience both in developed and developing countries. Nevertheless, lack of appropriate and timely dissemination and communication procedures often reduces their value and effectiveness. Scarce interaction between producers and users is at the root of a communication gap preventing their accessibility and utilization. Indeed, agrometeorological information and services often do not cover the “last mile” – not reaching, not being understood, nor being trusted by smallholder farmers living in remote areas far from public services. The issue of communication doesn't solely reside in the type of media used and its format but also in accessibility, comprehensibility, and the trust users have in it. The ultimate goal is to ensure timely, equitable and effective communication of actionable agrometeorological information to all users, leaving no one behind.

This paper suggests that applied agrometeorology is definitely moving toward a paradigm shift from an information/product-centered perspective toward one centered on the user and their (his/her) specific needs. Consequently, the communication aspects are also adjusting, recognizing that there are specific channels and formats for different users. The evolution of communication strategies testify that technology has facilitated customization as well as greatly reduced dissemination time. However, there is a risk that new services are developed on a technology-centered approach rather than on users's real needs. This research provides insights on effective communication of agrometeorological information, focusing on developing countries. It reviews existing knowledge and offers lessons and case studies to address crucial questions such as ensuring access to agrometeorological advice, identifying efficient communication channels, exploring inclusive technologies, enhancing user understanding, making information usable for decisions, and obtaining feedback on information efficiency and effectiveness.

There are several methods to engage the stakeholders, ranging from basic desk research activities to more participatory and resource-intensive methods such as focus groups and semi-structured interviews. Whatever tool is chosen, the understanding of users and their needs should be an iterative learning process involving all stakeholders. The choice of the communication channel and format can significantly affect who and how many people receive or have access to the information. The increase in use of ICT provides an opportunity for quick dissemination at a wide scale, but there are often remaining challenges around access and understanding (related to factors such as gender, literacy and language), particularly for marginalized groups. Therefore, in developing countries rural radios remain the most effective broadcasting channels to cover the last mile, providing local content in local languages. Monitoring and evaluation applied also to the dissemination mechanism is a powerful mechanism to enable continuous improvement of the service in terms of accessibility and uptake of agrometeorological information by farmers.