This study examines the role of model farmers (MFs) based farmer-to-farmer extension (F2FE) approach in agricultural technology diffusion and adoption. Data was obtained from 150 adopters in selected villages of Amhara region, Ethiopia. The results depicted that the diffusion of agricultural information is dominantly done by MFs, followed by extension workers and neighbors. Nevertheless, the use of ICTs and local research centers as information outlets is very low. The analysis that compares yield and agronomic practices being used by MFs and follower farmers (FFs) indicates that in spite of the expected 20-30% higher performance of MFs, significant differences are not observed in all parameters except the use of improved seed for teff and wheat yield. Following the insignificant results, a logistic model was employed to identify factors associated with MFs selection. Better resource endowment, involvement in kebele administration – usually political task, on-farm demonstration experience and use of technology packages irrespective of applying recommended rates increases the probability of being selected as MF. Whereas the core criteria being set by Ministry of Agriculture (MoA) and included in the Extension advisory service (EAS) guideline such as growing market oriented crops and realizing production benchmark of the area were not significant factors to be a MF. Overall, due to inappropriate implementation of the adopted criteria and principles of F2FE during MFs selection that compromises innovativeness, and unclear boundary with politics have led the outcomes of EASs far from the target. Therefore, an EAS system, adhere principles of F2FE, merit based MFs selection and two-way communication that go beyond spreading information and extricates from politics remain important to enrich farmers learning and innovation.

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