This paper presents the findings of a study which was conducted in Morogoro region to
identify farmers’ current information needs. It also examines an approach that could
enhance farmers’ access to and use of agricultural information with a view to promoting
the practice of proactive information acquisition for empowerment and improved
livelihoods. The study set out a participatory action research to pilot models for
stimulating the proactive practices in accessing and utilising agricultural information.
The model which was employed for this study evolved from the Village Information
Centres (VIC) model and gave way to Community Information Centres (CIC) given the
realisation that VICs have application and relevance to broader communities that may
not necessarily be village-based. The study found that farmers’ information needs are
not necessarily related to agricultural activities taking place at that particular time in a
particular area. In some cases, exposure to information brought about information
needs that were not expressed in the first place. This also implies that in some
situations exposure to information is needed to stimulate a demand for information.
The content, presentation style and language used were among the determinants
influencing the demand for particular information. The study found adequate levels of
literacy among smallholder farmers such that they could effectively access and make
use of printed information. The findings also demonstrate the presence of reading skills
that are otherwise underutilised. In conclusion, the study advocates for “pulled
information” phenomenon as opposed to “pushed information” in building sustainable
knowledge acquisition skills among smallholder farmers.