In this paper is presented insights from a co-design process with private farm advisers and ask: What enables farm advisers to engage with digital innovation? And, how can digital innovation be supported and practiced in smart farming contexts? Digital innovation presents challenges for farmers and advisers due to the new relationships, skills, arrangements, techniques and devices required to realise value for farm production and profitability from digital tools and services.

The privatization of agricultural advisory and extension services in many countries and the associated pluralism of service providers has renewed interest in farmers’ use of fee-for-service advisors. Understanding farmers’ use of advisory services is important, given the role such services are expected to play in helping farmers address critical environmental and sustainability challenges. This paper aims to identify factors associated with farmers’ use of fee-for service advisors and bring fresh conceptualization to this topic.