Evans School Policy Analysis & Research Group (EPAR)

According to AGRA's 2017 Africa Agriculture Status Report, smallholder farmers make up to about 70% of the population in Africa. The report finds that 500 million smallholder farms around the world provide livelihoods for more than 2 billion people and produce about 80% of the food in sub-Saharan Africa and Asia. Many development interventions and policies therefore target smallholder farm households with the goals of increasing their productivity and promoting agricultural transformation. Of particular interest for agricultural transformation is the degree to which smallholder farm households are commercializating their agricultural outputs, and diversifying their income sources away from agriculture. In this project, EPAR uses data from the World Bank's Living Standards Measurement Study - Integrated Surveys on Agriculture (LSMS-ISA) to analyze and compare characteristics of smallholder farm households at different levels of crop commercialization and reliance on farm income, and to evaluate implications of using different criteria for defining "smallholder" households for conclusions on trends in agricultural transformation for those households.

Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.