The PLAID conceptual framework undertakes the first analysis of the factors under-lying successful demonstration, and integrating these with academic theories of behaviour change. PLAID undertook the first historical analysis of demonstration farming, showing the evolution over several hundred years.
The FarmDemo inventory (conducted jointly with AgriDemoF2F), is the first of its kind. It provides an important networking resource for on-farm demonstration across Europe, to be utilised in the H2020 NEFERTITI project. Findings from inventory data analysis identify the sectors, themes and topics on which demonstration is (and is not) available in different European regions. The main topics of demonstrations in all of the countries are related to improving production. There is more focus on technical innovation relating to individual aspects of farming than on whole-farm approaches. One reason for this is that technical aspects are easier to demonstrate in a physical setting (e.g. outdoors or agricultural sheds).
Within regions, the most common topics demonstrated typically reflected the dominant farming types in in those areas. Topics with an environmental focus occur through Europe but appear to be more common in Northern Europe, typically identifying the economic utility of environmental actions, in order to convince farmers of the feasibility of these actions. Demonstrations are more likely to occur on organic than conventional farms. Topics like farm succession and farm business management are not usually the subject of demonstration.
PLAID produced a video making guide specifically designed for farmers. Three video tutorials were produced for training on video production. PLAID also pioneered the development of a Virtual Demonstration Farm: a simulated (gaming style) environment with embedded 360 degree videos, enabling virtual ‘walk through’s the web or an android phone with a virtual reality (cardboard) headset.
Based on 24 case studies from across Europe, PLAID identified good practice guidelines. These summaries find that: Information that a farmer receives needs to be ‘tuned to the needs of the farmer’ by placing it in the context of the farmer’s own practice. Demonstrations also need to make that information ‘tangible’ for the visiting farmers. This can be done by: a) using communication techniques that engage multiple senses: seeing, tasting, smelling, touching; b) interacting with visiting farmers to make a closer connection between the supply side (the information provided and demonstrated) and the demand side (what farmers need for their own practice).
PLAID and AgriDemo developed the first on-farm demonstration toolkit, which has been very popular with stakeholder groups. The tool kit will help farmers across Europe host more effective demonstrations: setting objectives and target groups, selecting the demonstration farm, practicalities of setting up demonstrations, how to promote the demonstration, the facilitation methods that enable learning and how to evaluate and follow up demonstrations to maximise impact.
