Impact assessment and participant profiles of extension's education programs for agricultural chemical/seed retailers and crop advisors

According to ag professionals, the UM Extension education programming offered to them is not necessarily better than other education programs, especially as it relates to current technology issues. However, participants clearly stated that Extension's programs are positively affecting their service and recommendations to customers, both agronomically and environmentally, although not necessarily improving their business profitability. In most instances, ag professionals with college degrees responded more positively to university education programming issues. Future programming will need to focus on relevant topics as well as offer excellent speakers. The specific sponsor and, in general, cost of the program are the least important factors to those attending educational program. The implications of this survey research to the broad picture of Extension are critical. Extension will have greater impact on agriculture when it directly reaches key information disseminators. Roseler et al. (1994) conclude that, for dairy production, the university's impact and value are in developing and maintaining programs/relationships with the industry. Our survey results reinforce that conclusion for crop production. Extension education programs should recognize that a very critical target audience for crop production information has shifted from farmers to ag professionals. Agricultural professionals then transfer and/or repackage this information, often in association with product sales to crop producers on a local basis. This information delivery system could potentially exclude county Extension personnel. Extension programming, especially by state Extension faculty, can have its greatest educational impact when its creators partner with companies, associations, and agencies that also sponsor education programs for their employees. These partnerships will enable Extension to target information to those who will be able to best use or transfer the information.