Using a combination of an ordered logit and Heckman selection models and a case study from an out-scaling program for a barley technology package in Ethiopia, this study provided evidence that a newly introduced farmer-to-farmer extension approach offers a viable option for tackling this development challenge. Model results showed that unlike the conventional approach, the new extension approach was effective in creating better access to seeds of the improved varieties and positively influencing farmers’ perceptions, ultimately leading to favorable adoption decisions.