Analysis of Communication Strategies on Discontinued Adoption of Bio-Fortified Cassava among Selected Value-Chains in Oyo and Ondo States, Nigeria

Discontinued adoption of innovation is largely dependent on the kind of sensitization by the EAs. Hence, the study analyzed the communication strategies for the discontinued adoption of bio-fortified cassava among selected value chains in Oyo and Ondo States, Nigeria. Data on the effectiveness of communication strategies used by the ResearchExtension-Personnel-selected value chain actors, as well as the factors influencing respondents' use of bio-fortified cassava and factors leading to some farmers' discontinuation of adoption of bio-fortified cassava, were gathered from 320 respondents using a purposeful sampling technique and an interview guide. The result revealed that about 90.0% of the respondents have access to extension services and received communication from extension agents about biofortified cassava through farmers’ group meetings (3.12), farm and house visitation (2.91), and radio (2.76). Results revealed that about 82.0% of the respondents have been utilizing biofortified cassava. Findings showed that IITA-TMS-IBA070593, IITA-TTMS - IBA070539 and NR07/0220 (2.33, 2.23, and 2.17) cassava, respectively, were most commonly utilized by the respondents. Findings showed that the majority (75.6%, 72.0%, and 70.3%) of the respondents discontinued utilizing biofortified cassava due to the low quantity of roasted fermented cassava granule (Gari) the outcome, low income generated, and low market price, respectively. A noteworthy correlation has been observed (r = 0.364, p < 0.05) between the variables that impact the use and the variables that result in the discontinuation of bio-fortified cassava. The study concluded low quantity of roasted fermented cassava granule (Gari) derived acceptability in the market, low market price for its products and poor market infrastructure were the factors leading to discontinue adoption of bio-fortified cassava. It recommended that efforts should be intensified on communication strategies by the extension agents to sensitize value-chain actors on the benefits of biofortified cassava.