This brief summarises the publication ‘Mobilising the potential of rural and agricultural extension’ that was prepared for the Global Conference on Agricultural Research for Development (GCARD) in Montpellier, March 2010. Rural advisory services are key to putting smallholder demands at the centre of rural development, ensuring food security, and dealing with risks and uncertainty. The brief focuses on five opportunities to mobilise the potential of rural advisory services.

Rural Advisory Services (RAS) are increasingly recognised as critical to agricultural and rural development. They provide rural communities with wide range of skills and knowledge and facilitate their interactions among the different actors to help them access support and services required for improving their livelihoods. Family Farmers are one of the important clients of RAS as they are the most predominant type of farmers worldwide.

While much has been written about the importance of mainstreaming gender in agricultural value chains (and the challenges inherent in doing so), relatively few studies have provided details on cases in which gender integration 1 has been successful. This study, therefore, presents a collection of experiences in which rural advisory services (RAS) were able to successfully mainstream gender into agricultural value chains, categorised in terms of “best-fit practices”.

For agricultural extension and advisory services (AEAS), social media presents a huge scope not just to communicate to the farmers better and with efficiency, but also to act as innovation brokers in Agricultural Innovation Systems (AIS). And not just for the organizations, social media has made it easier for farmers to communicate with extension professionals, experts and peers in real time. And with this increased potential to share views and ideas and easy access to information, discretion becomes important for organizations to maintain professionalism in a new social world.