Delivering too much, too little or off target—possible consequences of differences in perceptions on agricultural advisory services

Abstract Advisory services are considered to play an important role in the development of competitiveness and sustainability agriculture. have been studied at policy level, structural level within case studies, but there is still restricted knowledge about advisors’ farmers’ view on advisory general. This paper presents views Swedish advisors farmers services. In a survey-based study, perceptions farm full-time commercial agriculture were identified statistically analysed, comparing differences between groups. The results structured around three main themes; motives for farmer using or not services, preferred approach by advisor future demands their importance today. Possible consequences on-farm service delivery assessed. Similarities among farmers, found areas characterised well-defined questions production-related issues. Significant emerged less concrete topics connected change, management strategy. Consequences discrepancies that may deliver too much, little off target, especially when expectations clearly expressed. A strong proactive back-office supporting needed prevent these possible consequences.