Communication in Agriculture Extension

Per hectare yield of various fruits especially apple is very low in Pakistan. The low yield attributed to non-adoption of recommended horticultural practices by the apple growers. EFS are mainly responsible for the dissemination of recommended horticultural practices by using different communication methods This, in turn, relate to the communication interventions of EFS with the growers. Lack of effective communication between the EFS and apple growers seems to be one of the main causes of low per hectare yield of apple fruit in the province. The present work had been planned to analyze communication interventions of EFS with apple growers to explore the reasons for non-adoption of recommended horticultural practices by the growers. There existed highly significant positive relationship of farmers¿ participation with awareness, adoption and information exposure. Size of land holding showed highly significant and positive relationship with farmers¿ participation in extension activities while size of apple orchard reflected significant negative relationship with adoption. the study findings would be helpful for the researcher and EFS to make their communication more effective.