Communication is essential to making biotechnology and genomics relevant to developing countries and poor people. Few would disagree with that. But many are sceptical about public relations efforts to impose inappropriate technological ‘solutions’ on developing countries. This paper is a partial reflection on how PR and advocacy ‘mixes’ can be understood and whether they can be useful to innovation in developing country contexts.

By late in the twentieth century, scientists had succeeded in manip- ulating organisms at the genetic level, mainly by gene transfer. The major impact of this technology has been seen in the spread of geneti- cally modified (GM) crops, which has occurred with little controversy in some areas and with fierce controversy elsewhere. GM crops raise a very wide range of questions, and I address three areas of particular interest for anthropology and its allied fields.

Fair Trade is a labeling initiative aimed at improving the lives of the poor in developing countries by offering better terms to producers and helping them to organize. Although Fair Trade-certified products still comprise a small share of the market—for example, Fair Trade-certified coffee exports were 1.8 percent of global coffee exports in 2009—growth has been very rapid over the past decade. Whether Fair Trade can achieve its intended goals has been hotly debated in academic and policy circles.

CABI and the Cereal Growers Association (CGA) have been sharing information with farmers in Kenya on how to effectively and safely manage the continuing threat of the invasive fall armyworm (Spodoptera frugiperda). This was achieved thanks to a  development communication campaign that combined video sharing through a network of lead farmers and social media.

Global adoption of transgenic crops reached 67.7 million hectares in 2003 from 2.8 million in 1996. Delivery has occurred almost entirely through the private sector and adoption has been rapid in areas where the crops addressed serious production constraints and where farmers had access to the new technologies. Three countries (USA, Argentina and Canada), three crops (soybean, cotton and maize) and two traits (insect resistance and herbicide tolerance) account for the vast majority of global transgenic area.

To determine whether a farmer’s accessibility predicts the delivery of extension services, this study used banana Xanthomonas wilt (BXW) disease-management advisory as a typical case with which to collect extension-delivery information from 690 farmers, distinguished by their respective accessibility. Cost–distance analysis was applied to define each farmer’s accessibility. The results revealed that a farmer’s accessibility does not predict extension delivery to that farmer in all forms of the examined extension parameters.

Though extension services have long since proved their value to agricultural production and farmer prosperity, their record in sub-Saharan Africa has been mixed. To study the impact of such programs on farmers' learning about agricultural technologies, we implemented a quasi-randomized controlled trial and collected detailed panel data among Malawian farmers. Based on those findings, we develop a two-stage learning framework, in which farmers formulate yield expectations before deciding on how much effort to invest in learning about these processes.

Precision farming enables agricultural management decisions to be tailored spatially and temporally. Site-specific sensing, sampling, and managing allow farmers to treat a field as a heterogeneous entity. Through targeted use of in- puts, precision farming reduces waste, thereby cutting both private variable costs and the environmental costs such as those of agrichemical residuals. At present, large farms in developed countries are the main adopters of pre- cision farming.