Engaging commercial dairy demonstration farmers in farmland biodiversity management communication

Purpose: This paper presents the process, experiences and outcomes of piloting various communi­cation activities relating to farmland biodiversity management with 11 Irish dairy demonstration farmers. Design/Method/Approach: A 17-month cycle of action research, which included a 12-month communication activity pilot, researcher diary entries, and baseline and endline semi-structured interviews with participating demonstration farmers. Findings: The integration of farmland biodiversity management into an on-farm group meeting was identified by the demonstration farmers as most influential on their decisions to make changes to biodiversity management on their farms, while the integration of farmland biodiversity management into online group meetings was ranked lowest. Positive attitude and practice changes were identified over the communication activity pilot. Practical Implications: Awareness of communication activities that effectively engage demonstration dairy farmers on farmland biodiversity management, with foundation and guidance for the implementation of such activities with a wider cohort of farmers. Theoretical Implications: Identification of the potential to positively influence on-farm biodiversity management change through co-creative, participatory communication activities. Originality/Value: Addresses communication on farmland biodiversity management with demonstration dairy farmers in Ireland.