Farmers have claimed that contact with their fellow farmers is their most important source of information. However, farm advisory officers considered such sources rather inaccurate. Conditions which encourage farmers to more actively share information among themselves are discussed. The differences between two sheep farming districts in the extent of interpersonal contact by farmers with all sources of information are highlighted. Recommendations are made on the basis of the dynamics of group interaction for ways in which a farm advisory officer may stimulate greater interaction among farmers. This encourages a better information flow and a more favourable climate for innovation and adoption of new ideas. Also, farm advisory officers must acknowledge and use the fact that, in the absence of an adviser, farmers see other farmers as their most accurate and useful source of information and advice.
