In many developing countries, agribusinesses are highly engaged in providing services to smallholder farmers, including agricultural advisory services or extension. As private service providers depend on farmers’ choice, eliciting farmer feedback and learning from farmers’ demands seem to become more important. However, the phenomenon of agribusiness-based advisory services has received relatively little attention in the study of advisory services. Little is known on whether and how agribusinesses operationalize the idea of demand-driven service provision. This is a critical oversight as agribusinesses are increasingly present as service providers and hence shape the prevailing service landscape for smallholder farmers. Based on a study of 29 agribusinesses providing advisory services to farmers in developing countries, this paper explores the extent to which agribusinesses provide demand-driven services based on farmer feedback and how they integrate and learn from such feedback.

Anderson, J.R. (2007) Agricultural Advisory Services: Background Paper for the World Development Report 2008, Washington, DC: World Bank.

Bitzer, V. (2016) Incentives for Enhanced Performance of Agricultural Extension Systems, Amsterdam: KIT Royal Tropical Institute.

Bright, D. and Seville, D. (2010) Think Big Go Small: Adapting Business Models to Incorporate Smallholders into Supply Chains, Oxfam Policy and Practice: Private Sector, 7(1), 21−40.

Chipeta, S., Christoplos, I. and Katz, E. (2008) Common Framework on Market-Oriented Agricultural Advisory Services, Neuchâtel, Switzerland: Neuchâtel Group.

Donovan, J., Stoian, D. and Ferris, S. (2017) ‘Editorial: Towards leaner and more effective value chain development’, Enterprise Development and Microfinance 28(1−2): 1−5 <https://doi.org/10.3362/1755-1986.2017.28-1ED>.

Estrella, M. and Gaventa, J. (1998) Who Counts Reality? Participatory Monitoring and Evaluation: A Literature Review, Brighton: Institute of Development Studies, University of Sussex.

Feder, G., Birner, R. and Anderson, J.R. (2011) ‘The private sector’s role in agricultural extension systems: potential and limitation’, Journal of Agribusiness in Developing and Emerging Economies 1(1): 31−54 <https://doi.org/10.1108/20440831111131505>.

Feola, G. and Binder, C.R. (2010) ‘Towards an improved understanding of farmers’ behaviour: the integrative agent-centred (IAC) framework’, Ecological Economics 69(12): 2323−33 <https://doi.org/10.1016/j.ecolecon.2010.07.023>.

Ferroni, M. and Zhou, Y. (2012) ‘Achievements and challenges of agricultural extension in India’, Global Journal of Emerging Market Economies 4(3): 319−46 <https://doi.org/10.1177/0974910112460435>.

Glover, D. (2007) ‘Farmer participation in private sector agricultural extension’, IDS Bulletin 38(5): 61−73 <https://doi.org/10.1111/j.1759-5436.2005.tb00409.x>.

Gomez, M., Mueller, B. and Wheeler, M.K. (2016) Private Sector Extension Activities Targeting Small Farmers in Developing Countries [pdf], MEAS Report January 2016 <https://meas.illinois.edu/wp-content/uploads/2016/01/MEAS-Report-2016-Private-Section-Extension-Activities-Small-Farmers-Gomez-Mueller-Wheeler.pdf> [accessed 18 September 2018].

Groves, L. (2015) Beneficiary Feedback in Evaluation, London: DFID.

IDH (2016) Service Delivery Models: Insights for Continuous Improvement and Farm Impact, Utrecht, the Netherlands: IDH.

Jacobs, A. (2010) Creating the missing feedback loop, IDS Bulletin 41(6): 56−64 <https://doi.org/10.1111/j.1759-5436.2010.00182.x>.

Jones, M. and Kondylis, F. (2016) Feedback Matters: Evidence from Agricultural Services, Washington, DC: World Bank.

Ragasa, C. and Niu, C. (2017) The State of Agricultural Extension and Advisory Services Provision in Malawi: Insights from Household and Community Surveys, IFPRI, Technical Report February 2017, Washington, DC: IFPRI.

Ringold, D., Holla, A., Koziol, M. and Srinivasan, S. (2012) Citizens and Service Delivery: Assessing the Use of Social Accountability Approaches in the Human Development Sectors, Washington, DC: World Bank.

Sewell, A.M., Hartnett, M.K., Gray, D.I., Blair, H.T., Kemp, P.D., Kenyon, P.R., Morris, S.T. and Wood, B.A. (2017) ‘Using educational theory and research to refine agricultural extension: affordances and barriers for farmers’ learning and practice change’, Journal of Agricultural Education and Extension 23(4): 313−33 <https://doi.org/10.1080/1389224X.2017.1314861>.

Sulaiman, V.R. and Hall, A. (2002) ‘Beyond technology dissemination: reinventing agricultural extension’, Outlook on Agriculture 31(4): 225−33 <https://doi.org/10.5367/000000002101294119>.

Swanson, B.E. and Rajalathi, R. (2010) Strengthening Agricultural Extension and Advisory Systems: Procedures for Assessing, Transporting and Evaluating Extension Systems, Agriculture and Rural Development Discussion Paper 45, Washington, DC: World Bank.

Van Veldhuizen, L.R., Rappoldt, A., Bitzer, V. and Mur, R. (2018) Understanding Agribusiness-based Advisory Services: Findings of a Learning Trajectory, Amsterdam: KIT Royal Tropical Institute.

Wiggins, S., Kirsten, J. and Llaabi, L. (2010) ‘The future of small farms’, World Development 38(10): 1341−8 <https://doi.org/10.1016/j.worlddev.2009.06.013>.

Wongtschowski, M., Belt, J., Heemskerk, W. and Kahan, D. (eds) (2013) The Business of Agricultural Business Services: Working with Smallholders in Africa, Amsterdam: KIT Royal Tropical Institute; Rome: Food and Agriculture Organization of the United Nations; Arnhem: Agri-ProFocus.

Wongtschowski, M., Bitzer, V., Hani, M. and Blum, M. (2016) New Directions for Inclusive Pluralistic Service Systems, Report of FAO Expert Consultation, Rome: Food and Agriculture Organization of the United Nations.

World Vision, INTRAC, Social Impact Lab and CDA (2016) ‘Using beneficiary feedback to improve development programmes: findings from a multi-country pilot’ [online] <https://www.intrac.org/resources/using-beneficiary-feedback-improve-development-programmes-findings-multi-country-pilot/> [accessed 18 September 2018].

Zhou, Y. and Babu, S.C. (2015) ‘Introduction’, in Y. Zhou and S.C. Babu (eds.), Knowledge-Driven Development: Private Extension and Global Lessons, London: Academic Press.

Anderson, J.R. (2007) Agricultural Advisory Services: Background Paper for the World Development Report 2008, Washington, DC: World Bank.

Bitzer, V. (2016) Incentives for Enhanced Performance of Agricultural Extension Systems, Amsterdam: KIT Royal Tropical Institute.

Bright, D. and Seville, D. (2010) Think Big Go Small: Adapting Business Models to Incorporate Smallholders into Supply Chains, Oxfam Policy and Practice: Private Sector, 7(1), 21−40.

Chipeta, S., Christoplos, I. and Katz, E. (2008) Common Framework on Market-Oriented Agricultural Advisory Services, Neuchâtel, Switzerland: Neuchâtel Group.

Donovan, J., Stoian, D. and Ferris, S. (2017) ‘Editorial: Towards leaner and more effective value chain development’, Enterprise Development and Microfinance 28(1−2): 1−5 <https://doi.org/10.3362/1755-1986.2017.28-1ED>.

Estrella, M. and Gaventa, J. (1998) Who Counts Reality? Participatory Monitoring and Evaluation: A Literature Review, Brighton: Institute of Development Studies, University of Sussex.

Feder, G., Birner, R. and Anderson, J.R. (2011) ‘The private sector’s role in agricultural extension systems: potential and limitation’, Journal of Agribusiness in Developing and Emerging Economies 1(1): 31−54 <https://doi.org/10.1108/20440831111131505>.

Feola, G. and Binder, C.R. (2010) ‘Towards an improved understanding of farmers’ behaviour: the integrative agent-centred (IAC) framework’, Ecological Economics 69(12): 2323−33 <https://doi.org/10.1016/j.ecolecon.2010.07.023>.

Ferroni, M. and Zhou, Y. (2012) ‘Achievements and challenges of agricultural extension in India’, Global Journal of Emerging Market Economies 4(3): 319−46 <https://doi.org/10.1177/0974910112460435>.

Glover, D. (2007) ‘Farmer participation in private sector agricultural extension’, IDS Bulletin 38(5): 61−73 <https://doi.org/10.1111/j.1759-5436.2005.tb00409.x>.

Gomez, M., Mueller, B. and Wheeler, M.K. (2016) Private Sector Extension Activities Targeting Small Farmers in Developing Countries [pdf], MEAS Report January 2016 <https://meas.illinois.edu/wp-content/uploads/2016/01/MEAS-Report-2016-Private-Section-Extension-Activities-Small-Farmers-Gomez-Mueller-Wheeler.pdf> [accessed 18 September 2018].

Groves, L. (2015) Beneficiary Feedback in Evaluation, London: DFID.

IDH (2016) Service Delivery Models: Insights for Continuous Improvement and Farm Impact, Utrecht, the Netherlands: IDH.

Jacobs, A. (2010) Creating the missing feedback loop, IDS Bulletin 41(6): 56−64 <https://doi.org/10.1111/j.1759-5436.2010.00182.x>.

Jones, M. and Kondylis, F. (2016) Feedback Matters: Evidence from Agricultural Services, Washington, DC: World Bank.

Ragasa, C. and Niu, C. (2017) The State of Agricultural Extension and Advisory Services Provision in Malawi: Insights from Household and Community Surveys, IFPRI, Technical Report February 2017, Washington, DC: IFPRI.

Ringold, D., Holla, A., Koziol, M. and Srinivasan, S. (2012) Citizens and Service Delivery: Assessing the Use of Social Accountability Approaches in the Human Development Sectors, Washington, DC: World Bank.

Sewell, A.M., Hartnett, M.K., Gray, D.I., Blair, H.T., Kemp, P.D., Kenyon, P.R., Morris, S.T. and Wood, B.A. (2017) ‘Using educational theory and research to refine agricultural extension: affordances and barriers for farmers’ learning and practice change’, Journal of Agricultural Education and Extension 23(4): 313−33 <https://doi.org/10.1080/1389224X.2017.1314861>.

Sulaiman, V.R. and Hall, A. (2002) ‘Beyond technology dissemination: reinventing agricultural extension’, Outlook on Agriculture 31(4): 225−33 <https://doi.org/10.5367/000000002101294119>.

Swanson, B.E. and Rajalathi, R. (2010) Strengthening Agricultural Extension and Advisory Systems: Procedures for Assessing, Transporting and Evaluating Extension Systems, Agriculture and Rural Development Discussion Paper 45, Washington, DC: World Bank.

Van Veldhuizen, L.R., Rappoldt, A., Bitzer, V. and Mur, R. (2018) Understanding Agribusiness-based Advisory Services: Findings of a Learning Trajectory, Amsterdam: KIT Royal Tropical Institute.

Wiggins, S., Kirsten, J. and Llaabi, L. (2010) ‘The future of small farms’, World Development 38(10): 1341−8 <https://doi.org/10.1016/j.worlddev.2009.06.013>.

Wongtschowski, M., Belt, J., Heemskerk, W. and Kahan, D. (eds) (2013) The Business of Agricultural Business Services: Working with Smallholders in Africa, Amsterdam: KIT Royal Tropical Institute; Rome: Food and Agriculture Organization of the United Nations; Arnhem: Agri-ProFocus.

Wongtschowski, M., Bitzer, V., Hani, M. and Blum, M. (2016) New Directions for Inclusive Pluralistic Service Systems, Report of FAO Expert Consultation, Rome: Food and Agriculture Organization of the United Nations.

World Vision, INTRAC, Social Impact Lab and CDA (2016) ‘Using beneficiary feedback to improve development programmes: findings from a multi-country pilot’ [online] <https://www.intrac.org/resources/using-beneficiary-feedback-improve-development-programmes-findings-multi-country-pilot/> [accessed 18 September 2018].

Zhou, Y. and Babu, S.C. (2015) ‘Introduction’, in Y. Zhou and S.C. Babu (eds.), Knowledge-Driven Development: Private Extension and Global Lessons, London: Academic Press.

Anderson, J.R. (2007) Agricultural Advisory Services: Background Paper for the World Development Report 2008, Washington, DC: World Bank.

Bitzer, V. (2016) Incentives for Enhanced Performance of Agricultural Extension Systems, Amsterdam: KIT Royal Tropical Institute.

Bright, D. and Seville, D. (2010) Think Big Go Small: Adapting Business Models to Incorporate Smallholders into Supply Chains, Oxfam Policy and Practice: Private Sector, 7(1), 21−40.

Chipeta, S., Christoplos, I. and Katz, E. (2008) Common Framework on Market-Oriented Agricultural Advisory Services, Neuchâtel, Switzerland: Neuchâtel Group.

Donovan, J., Stoian, D. and Ferris, S. (2017) ‘Editorial: Towards leaner and more effective value chain development’, Enterprise Development and Microfinance 28(1−2): 1−5 <https://doi.org/10.3362/1755-1986.2017.28-1ED>.

Estrella, M. and Gaventa, J. (1998) Who Counts Reality? Participatory Monitoring and Evaluation: A Literature Review, Brighton: Institute of Development Studies, University of Sussex.

Feder, G., Birner, R. and Anderson, J.R. (2011) ‘The private sector’s role in agricultural extension systems: potential and limitation’, Journal of Agribusiness in Developing and Emerging Economies 1(1): 31−54 <https://doi.org/10.1108/20440831111131505>.

Feola, G. and Binder, C.R. (2010) ‘Towards an improved understanding of farmers’ behaviour: the integrative agent-centred (IAC) framework’, Ecological Economics 69(12): 2323−33 <https://doi.org/10.1016/j.ecolecon.2010.07.023>.

Ferroni, M. and Zhou, Y. (2012) ‘Achievements and challenges of agricultural extension in India’, Global Journal of Emerging Market Economies 4(3): 319−46 <https://doi.org/10.1177/0974910112460435>.

Glover, D. (2007) ‘Farmer participation in private sector agricultural extension’, IDS Bulletin 38(5): 61−73 <https://doi.org/10.1111/j.1759-5436.2005.tb00409.x>.

Gomez, M., Mueller, B. and Wheeler, M.K. (2016) Private Sector Extension Activities Targeting Small Farmers in Developing Countries [pdf], MEAS Report January 2016 <https://meas.illinois.edu/wp-content/uploads/2016/01/MEAS-Report-2016-Private-Section-Extension-Activities-Small-Farmers-Gomez-Mueller-Wheeler.pdf> [accessed 18 September 2018].

Groves, L. (2015) Beneficiary Feedback in Evaluation, London: DFID.

IDH (2016) Service Delivery Models: Insights for Continuous Improvement and Farm Impact, Utrecht, the Netherlands: IDH.

Jacobs, A. (2010) Creating the missing feedback loop, IDS Bulletin 41(6): 56−64 <https://doi.org/10.1111/j.1759-5436.2010.00182.x>.

Jones, M. and Kondylis, F. (2016) Feedback Matters: Evidence from Agricultural Services, Washington, DC: World Bank.

Ragasa, C. and Niu, C. (2017) The State of Agricultural Extension and Advisory Services Provision in Malawi: Insights from Household and Community Surveys, IFPRI, Technical Report February 2017, Washington, DC: IFPRI.

Ringold, D., Holla, A., Koziol, M. and Srinivasan, S. (2012) Citizens and Service Delivery: Assessing the Use of Social Accountability Approaches in the Human Development Sectors, Washington, DC: World Bank.

Sewell, A.M., Hartnett, M.K., Gray, D.I., Blair, H.T., Kemp, P.D., Kenyon, P.R., Morris, S.T. and Wood, B.A. (2017) ‘Using educational theory and research to refine agricultural extension: affordances and barriers for farmers’ learning and practice change’, Journal of Agricultural Education and Extension 23(4): 313−33 <https://doi.org/10.1080/1389224X.2017.1314861>.

Sulaiman, V.R. and Hall, A. (2002) ‘Beyond technology dissemination: reinventing agricultural extension’, Outlook on Agriculture 31(4): 225−33 <https://doi.org/10.5367/000000002101294119>.

Swanson, B.E. and Rajalathi, R. (2010) Strengthening Agricultural Extension and Advisory Systems: Procedures for Assessing, Transporting and Evaluating Extension Systems, Agriculture and Rural Development Discussion Paper 45, Washington, DC: World Bank.

Van Veldhuizen, L.R., Rappoldt, A., Bitzer, V. and Mur, R. (2018) Understanding Agribusiness-based Advisory Services: Findings of a Learning Trajectory, Amsterdam: KIT Royal Tropical Institute.

Wiggins, S., Kirsten, J. and Llaabi, L. (2010) ‘The future of small farms’, World Development 38(10): 1341−8 <https://doi.org/10.1016/j.worlddev.2009.06.013>.

Wongtschowski, M., Belt, J., Heemskerk, W. and Kahan, D. (eds) (2013) The Business of Agricultural Business Services: Working with Smallholders in Africa, Amsterdam: KIT Royal Tropical Institute; Rome: Food and Agriculture Organization of the United Nations; Arnhem: Agri-ProFocus.

Wongtschowski, M., Bitzer, V., Hani, M. and Blum, M. (2016) New Directions for Inclusive Pluralistic Service Systems, Report of FAO Expert Consultation, Rome: Food and Agriculture Organization of the United Nations.

World Vision, INTRAC, Social Impact Lab and CDA (2016) ‘Using beneficiary feedback to improve development programmes: findings from a multi-country pilot’ [online] <https://www.intrac.org/resources/using-beneficiary-feedback-improve-development-programmes-findings-multi-country-pilot/> [accessed 18 September 2018].

Zhou, Y. and Babu, S.C. (2015) ‘Introduction’, in Y. Zhou and S.C. Babu (eds.), Knowledge-Driven Development: Private Extension and Global Lessons, London: Academic Press.

Anderson, J.R. (2007) Agricultural Advisory Services: Background Paper for the World Development Report 2008, Washington, DC: World Bank.

Bitzer, V. (2016) Incentives for Enhanced Performance of Agricultural Extension Systems, Amsterdam: KIT Royal Tropical Institute.

Bright, D. and Seville, D. (2010) Think Big Go Small: Adapting Business Models to Incorporate Smallholders into Supply Chains, Oxfam Policy and Practice: Private Sector, 7(1), 21−40.

Chipeta, S., Christoplos, I. and Katz, E. (2008) Common Framework on Market-Oriented Agricultural Advisory Services, Neuchâtel, Switzerland: Neuchâtel Group.

Donovan, J., Stoian, D. and Ferris, S. (2017) ‘Editorial: Towards leaner and more effective value chain development’, Enterprise Development and Microfinance 28(1−2): 1−5 <https://doi.org/10.3362/1755-1986.2017.28-1ED>.

Estrella, M. and Gaventa, J. (1998) Who Counts Reality? Participatory Monitoring and Evaluation: A Literature Review, Brighton: Institute of Development Studies, University of Sussex.

Feder, G., Birner, R. and Anderson, J.R. (2011) ‘The private sector’s role in agricultural extension systems: potential and limitation’, Journal of Agribusiness in Developing and Emerging Economies 1(1): 31−54 <https://doi.org/10.1108/20440831111131505>.

Feola, G. and Binder, C.R. (2010) ‘Towards an improved understanding of farmers’ behaviour: the integrative agent-centred (IAC) framework’, Ecological Economics 69(12): 2323−33 <https://doi.org/10.1016/j.ecolecon.2010.07.023>.

Ferroni, M. and Zhou, Y. (2012) ‘Achievements and challenges of agricultural extension in India’, Global Journal of Emerging Market Economies 4(3): 319−46 <https://doi.org/10.1177/0974910112460435>.

Glover, D. (2007) ‘Farmer participation in private sector agricultural extension’, IDS Bulletin 38(5): 61−73 <https://doi.org/10.1111/j.1759-5436.2005.tb00409.x>.

Gomez, M., Mueller, B. and Wheeler, M.K. (2016) Private Sector Extension Activities Targeting Small Farmers in Developing Countries [pdf], MEAS Report January 2016 <https://meas.illinois.edu/wp-content/uploads/2016/01/MEAS-Report-2016-Private-Section-Extension-Activities-Small-Farmers-Gomez-Mueller-Wheeler.pdf> [accessed 18 September 2018].

Groves, L. (2015) Beneficiary Feedback in Evaluation, London: DFID.

IDH (2016) Service Delivery Models: Insights for Continuous Improvement and Farm Impact, Utrecht, the Netherlands: IDH.

Jacobs, A. (2010) Creating the missing feedback loop, IDS Bulletin 41(6): 56−64 <https://doi.org/10.1111/j.1759-5436.2010.00182.x>.

Jones, M. and Kondylis, F. (2016) Feedback Matters: Evidence from Agricultural Services, Washington, DC: World Bank.

Ragasa, C. and Niu, C. (2017) The State of Agricultural Extension and Advisory Services Provision in Malawi: Insights from Household and Community Surveys, IFPRI, Technical Report February 2017, Washington, DC: IFPRI.

Ringold, D., Holla, A., Koziol, M. and Srinivasan, S. (2012) Citizens and Service Delivery: Assessing the Use of Social Accountability Approaches in the Human Development Sectors, Washington, DC: World Bank.

Sewell, A.M., Hartnett, M.K., Gray, D.I., Blair, H.T., Kemp, P.D., Kenyon, P.R., Morris, S.T. and Wood, B.A. (2017) ‘Using educational theory and research to refine agricultural extension: affordances and barriers for farmers’ learning and practice change’, Journal of Agricultural Education and Extension 23(4): 313−33 <https://doi.org/10.1080/1389224X.2017.1314861>.

Sulaiman, V.R. and Hall, A. (2002) ‘Beyond technology dissemination: reinventing agricultural extension’, Outlook on Agriculture 31(4): 225−33 <https://doi.org/10.5367/000000002101294119>.

Swanson, B.E. and Rajalathi, R. (2010) Strengthening Agricultural Extension and Advisory Systems: Procedures for Assessing, Transporting and Evaluating Extension Systems, Agriculture and Rural Development Discussion Paper 45, Washington, DC: World Bank.

Van Veldhuizen, L.R., Rappoldt, A., Bitzer, V. and Mur, R. (2018) Understanding Agribusiness-based Advisory Services: Findings of a Learning Trajectory, Amsterdam: KIT Royal Tropical Institute.

Wiggins, S., Kirsten, J. and Llaabi, L. (2010) ‘The future of small farms’, World Development 38(10): 1341−8 <https://doi.org/10.1016/j.worlddev.2009.06.013>.

Wongtschowski, M., Belt, J., Heemskerk, W. and Kahan, D. (eds) (2013) The Business of Agricultural Business Services: Working with Smallholders in Africa, Amsterdam: KIT Royal Tropical Institute; Rome: Food and Agriculture Organization of the United Nations; Arnhem: Agri-ProFocus.

Wongtschowski, M., Bitzer, V., Hani, M. and Blum, M. (2016) New Directions for Inclusive Pluralistic Service Systems, Report of FAO Expert Consultation, Rome: Food and Agriculture Organization of the United Nations.

World Vision, INTRAC, Social Impact Lab and CDA (2016) ‘Using beneficiary feedback to improve development programmes: findings from a multi-country pilot’ [online] <https://www.intrac.org/resources/using-beneficiary-feedback-improve-development-programmes-findings-multi-country-pilot/> [accessed 18 September 2018].

Zhou, Y. and Babu, S.C. (2015) ‘Introduction’, in Y. Zhou and S.C. Babu (eds.), Knowledge-Driven Development: Private Extension and Global Lessons, London: Academic Press.