Using a mixed methods approach, this study gathered the views of farmers, farm advisors, and industry representatives about integrated farm management in England and Wales, and interpreted these through a theoretical framework to judge the strength of the concept. Overall, the general principles of Integrated Farm Management were found to be coherent and familiar to most of our respondents. However, the concept performed poorly in terms of its resonance, simplicity of message, differentiation from other similar terms and theoretical utility.

The quality of rural extension and advisory services is a crucial element in fostering innovation and rural development. This article aims to clarify the concept of quality of rural extension and to develop a preliminary theoretical framework. An ample literature review was conducted in search of articles on service quality and quality of rural extension and advisory services. The first part presents the main results of the literature search on quality of extension services. The definition of quality is not universal.