ILRI uses local radio and mobile messaging to support smarter livestock feeding

ETHIOPIA – The International Livestock Research Institute (ILRI) and its partners have introduced a radio and mobile-based communication system that is helping thousands of farmers in Ethiopia adopt better forage feeding practices.

This effort comes at a time when traditional agricultural extension services struggle to reach many rural communities.

“We needed a different way to reach farmers, especially in places where face-to-face support is difficult,” said ILRI’s Senior Scientist An Notenbaert. “The combination of radio and mobile platforms helped fill that gap.”

The initiative, which ran for three years in Amhara, Sidama and Central Ethiopia, focused on improving livestock productivity through climate-smart forage practices.

Over 91,000 farmers received regular information on how to produce and use improved forage varieties. The content was delivered through weekly radio programmes, one-minute mobile voice messages, and training for local journalists.

Understanding farmer needs and barriers

Before the communication campaign started, ILRI conducted a baseline survey with 360 farmers. Results showed that most farmers, 98 percent, still relied mainly on crop leftovers to feed livestock.

Only a third had ever planted forage crops, and nearly two-thirds were reluctant to commit more than 25 percent of their land to forage due to fears of losing food crops.

Cultural beliefs also slowed down uptake. Many farmers still viewed forage as “just grass,” while others were uncomfortable selling it. Gender roles added another layer of difficulty, with women often left out of livestock-related decisions and markets.

To tackle these problems, ILRI worked closely with three regional radio stations, Debre Birhan Fana FM, Hossana FM and Shashemene Fana FM, and national provider Ethio Telecom.

Weekly 20-minute radio shows covered topics such as forage options, storage techniques, and strategies to manage changing weather conditions.

The mobile tips, sent in local languages including Amharic, Hadiyisa and Sidama, reached more than 29,000 farmers. The average listen-through rate was 61 percent, suggesting high interest.

Changing attitudes and early results

By the end of the project, ILRI had conducted a follow-up survey with 355 farmers. The results showed that the new communication channels were among the top three trusted sources of advice, alongside traditional extension workers.

Farmers began to show more interest in growing drought-tolerant forages such as alfalfa and legumes.

Extension officers noted that the influence went beyond the project zones. “We started getting calls from farmers in areas we hadn’t worked in,” said one officer.

“Some of the early adopters even became local trainers for their neighbours.”

Still, ILRI stressed that radio and mobile solutions cannot solve everything. Face-to-face events like field days and practical training remained important, especially for teaching seed handling and planting techniques.

In a related move to improve livestock health, the project also introduced a portable near-infrared spectroscopy (NIRS) device to test forage quality.

This tool gives instant feedback on nutritional value, helping farmers make better feed decisions. ILRI and the Ethiopian Institute of Agricultural Research are now building a digital library of forage samples to make the device even more effective.

ILRI believes this kind of blended communication, where digital tools support but do not replace in-person contact, offers a workable path forward.

“The results speak for themselves,” said Notenbaert. “Farmers are more informed, and they’re already sharing what they’ve learned.”

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