Mark Bell with the University of California, Davis presents on the role of extension and information and communications technology in communicating with farmers at the 2016 Symposium on Horticultural Science in Phnom Penh, Cambodia.

The challenge for farmers is the lack of information that they have access to. Information from business, health, and agriculture need to turn into actions that can help lead behavior change. In order to lead behavior change 3 elements need to be considered: awareness, interest, and difficulty. People need to know the information, want to learn more, and want to take action in order to change behavior.