Training & sustaining pro environmental farming

The solution

INFLUENCE AT WORK developed a behaviourally informed strategy working alongside sustainable agriculture experts and local agricultural organisations, designed to build local capability while shaping interventions around the realities of farming communities.  We began with a bespoke behavioural diagnostic model that identified why adoption was stalling in each context and combined with local knowledge and research to prioritise the most realistic routes to adoption for farmers.  We prioritised methods that farmers could realistically incorporate into everyday practice, proactively offering a compromise upfront.  We promoted unity through setting up demonstration plots rather than traditional classroom training and also co-created ‘farmers-training-farmers’.  Finally, there was a local stewardship system that embed ownership and long-term practice change.