Innogen

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Integrated Advice Pilot Project

David Castle   Joyce Tait   Ann Bruce   Corrina Gibbs

February 11 2010 – January 31 2012

Background

The University of Edinburgh ESRC Centre Innogen is undertaking a one year Defra funded research project with collaborators ADAS, AHDB and RAND Europe. The project, The Integrated Advice Pilot Project, focuses on the development and implementation of integrated advice protocols to farmers and their advisors to improve on farm environmental performance.

Aims and objectives

Innogen will complete three main elements in this project. The first is to work with farmers and their advisors to identify existing and potential actions that can be taken to improve environmental performance. The second task is to integrate a currently fragmented advisory landscape and couple it with on farm measures. The third task is to build a portfolio of integrated advice packages that can be piloted by farmers in arable, beef and sheep and dairy operations and their advisors in three catchment sensitive farming areas.

Research methods

Innogen’s role in the project is to engage with farmers and their advisors about the best way to integrate advice, and gather their input on what advice will be readily taken up by farmers. As Innogen integrates the various measures recommended to farmers into a more coherent advisory landscape, this work-in-progress is discussed with farmers and advisors in each of the catchment areas. Two rounds of two meetings in each catchment have been conducted, with a third round planned for early autumn.

Project update

Menu-driven integrated advisory packages are being developed during the summer of 2011.