Cover Crop Champions: Linking Strategic Communication Approaches with Farmer Networks to Support Cover Crop Adoption

We conducted a case study of the 2017 Cover Crop Champions cohort to understand how the program changes farmers' perceptions of cover crops and helps them overcome structural constraints to their adoption. Based on semi-structured interviews and document review, we found that the program changed the attitudes and behavior of farmers through two key mechanisms. First, Champions were trained in new communication methods, including the use of simple language intended to normalize cover cropping, sharing personal success stories, facilitating hands-on field demonstrations, and focusing on tangible benefits. Second, the program facilitated new farmer networks, while strengthening and connecting farmers with existing networks. Champions who were involved in existing networks were more likely to continue outreach after the program ended. This case study improves our understanding of how farmer networks and mentoring relationships, built on effective communication strategies, can help overcome constraints to crop diversification on grain farms in the U.S. Midwest.