Social structure, especially in the form of social networks, affects the adoption of agricultural technologies. In light of an increasing focus on new demand-driven agricultural extension approaches that leverage social networks as an opportunity, too little is known about (a) which network characteristics matter? and (b) how do specific network characteristics matter? This paper investigates the impact of social networks in relation to smallholder dairy production technology adoption in Ethiopia.

Ethiopia has a diverse agro-ecology and sufficient surface and ground water resources, suitable for growing various temperate and tropical fruits. Although various tropical and temperate fruits are grown in the lowland/midland and highland agro-ecologies, the area coverage is very limited. For example, banana export increased from less than 5,000 tons in 1961 to 60,000 tons in 1972, but in 2003 declined to about 1,300 tons worth less than USD 350,000.

The IPMS project proposes to ‘contribute to improved agricultural productivity and production through market-oriented agricultural development, as a means for achieving improved and sustainable livelihoods for the rural population’ in Ethiopia. To accomplish this goal the project supports development and (action) research on innovative technologies, processes and institutional arrangements in three focus areas i.e.