Characteristics of Information Sources in the Technology Acquisition of New Farmers of Organic Strawberry

Before and After Changing Varieties

Abstract

This study examined the characteristics of information sources that new farmers consult when acquiring organic strawberry cultivation techniques, focusing on differences before and after changing varieties. First, prior to the variety change, farmers had a limited range of information sources. After the change, however, their sources expanded to include contacts within and outside the prefecture. Second, before the variety change, the farmers primarily obtained information on organic farming techniques, but after the change, they had also acquired knowledge on work efficiency. Third, following the variety change, farmers accessed information through face-to-face interactions and the Internet. In some cases, knowledge is acquired voluntarily, while in others, particularly through face-to-face meetings, it was obtained more passively or by chance. The findings suggest that face-to-face meetings may be more effective than the Internet for new farmers seeking information on crops like organic strawberries, where cultivation techniques are not yet fully standardized.