SUMMARY Changing the behaviour of people is challenging; changing farmer behaviour is possibly even more so. The evidence presented here suggests that a number of widely-used farmer communication methods are poorly thought of by farmers. Information received by farmers from other farmers was regarded as useful, and this information was regarded as being more useful than that from a number of rural professionals. Those wishing to change farmer behaviour need to: invest time to gain trust; involve farmers in the process of learning; use multiple methods to teach and encourage farmers to talk with each other and scientists in a learning community. INTRODUCTION The current New Zealand Government expects the New Zealand scientific community to improve the rate of uptake of new knowledge by businesses and thereby improve the New Zealand economy. Similarly, Centres of Research Excellence funded by the Tertiary Education Commission are expected to show how they will translate new knowledge into improved community benefit, and the recent Primary Growth Partnership granted to Beef + Lamb New Zealand (the farmer-owned industry organisation representing New Zealand's sheep and beef farmers) aims to improve access to information by farmers. However, the rate at which behaviour change by business owners is driven through the provision of new scientific evidence is variable and this is particularly so in the agricultural sector. Indeed, This paper reports on a pilot farmer learning project and a survey of New Zealand sheep farmer opinion with the intent to show how farmers go about learning new technologies, including how they like to receive information and who farmers perceive as providing useful information
