The objective of the study was to identify a viable trade-off between low data requirements and useful household-specific prioritizations of advisory messages. At three sites in Ethiopia, Kenya, and Tanzania independently, we collected experimental preference rankings from smallholder farmers for receiving information about different agricultural and livelihood practices. At each site, was identified socio-economic household variables that improved model-based predictions of individual farmers’ information preferences.

Poverty is prevalent and widespread in rural Tanzania, where agriculture is the main activity. The government is making significant public investments intended to speed the growth of agriculture as a means to accelerate inclusive economic growth. In line with public investments, the government is promoting public–private partnerships by encouraging the use of improved agricultural innovations and linking farmers to markets, seeking to increase their yields and income.