In light of the discussion on ‘best-fit' in pluralistic advisory systems, this article aims to present and discuss challenges for advisory services in serving various types of farmers when they seek and acquire farm business advice.The empirical basis is data derived from four workshops, five interviews with staff from advisory organizations, and interviews with 11 farmers.Emerging configurations serve different types of farmers,that is, private advisors serve different clients in different ways; these could be considered subsystems within the overall advisory system.