How farm input sales representatives inform their advice and interactions with farmers : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Agricultural Science at Massey University, Manawatū, New Zealand
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Date
2025
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Massey University
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Abstract
Embedded advisors, such as farm input sales representatives (FISRs), are part of a network of rural professionals who have a fundamental role in supporting on-farm decision making and innovation. The role of the embedded advisor is to provide advice on products and services the company they work for provides. Research into agricultural advisory has identified the knowledge gap in how embedded advisors gain their knowledge and expertise through their interactions. This study aims to fill this gap by exploring the interactions within embedded advisor networks, the information which these advisors seek, and the actors who provide this information to the embedded advisor. Using two case studies, data is gathered through semi-structured interviews of two FISRs who work for the same input supply company. Interview questions enquired about how these FISRs build their networks, the actors they interact with, the knowledge shared through their networks, and their opinions on the important factors of the role. The results confirm the importance of networks to an advisor. These networks are a combination of actors who are either internal or external to the company which employs them and provide knowledge that is relevant to the products the FISR sells to farmers. The internal actors include their FISR colleagues and members from the inhouse agronomy team. External actors include farmers, and actors from supplier companies, market supply companies, local agricultural contractors, and from industry good organisations. FISRs will go to different actors within their network to gain technical product knowledge, information on practical use of products, and for a sounding board on advice, interactions, and emotional support. The focus of the FISRs is to provide relevant advice to farmers, which challenges the view from previous studies that implies embedded advisors show sale target bias. FISRs are in a constant state of learning through non-formal learning practices with other actors in their networks. This study contributes to the knowledge in the interactions within agricultural advisory networks by focusing on the role of the embedded advisor.