As a result, it can not only be challenging to frame climate related topics in a way that resonates with farmers, but also difficult to attract enough farmers to on-farm demonstrations when climate is the main theme. This factsheet highlights the question: how to make climate an attractive topic for farmers in on farm demonstrations?
1. Phrase a relevant, recognisable topic
Rather than inviting farmers to a ‘climate’ demonstration event, organisers can focus on clearly recognisable topics such as drought-resistant crops, soil health improvement, heat stress management in livestock, or water availability solutions. These topics connect better to the every-day reality of farmers. Farmers are more likely to attend when they recognise the issue as something they already face on their own farm.
2. Frame climate practices around risk management and farm profitability
Present climate-smart practices as business tools rather than environmental measures. Climate solutions become more attractive when they are explained in terms of reducing risk, stabilising yields, and protecting margins. For example, diversification of crops can be framed as insurance against weather extremes, while improved soil organic matter reduces vulnerability to drought and heavy rainfall.
We focus on economic solutions for farmers that are related to the climate.
Javier Abad, Spain
3. Hands-on, practical demonstrations: measuring, sampling, touching
Turn climate into something farmers can see and experience. Abstract climate related concepts lose their appeal, but practical interaction builds interest. Demonstrations where farmers dig into soil, measure water infiltration, monitor crop roots, or observe animal behaviour under heat stress mitigation make climate effects visible and tangible.
4. Show climate solutions in real farm contexts
Demonstrate climate-smart measures under realistic, comparable conditions. Climate practices gain credibility when shown on working farms rather than experimental sites. Side-by-side comparisons, such as ploughed versus no-till systems or different crop varieties under the same conditions, allow farmers to judge outcomes themselves. Seeing results on a farm similar to their own is a way to make climate related topics more attractive for farmers.
We made climate an attractive topic for farmers by entering through technical questions, such as the usefulness of a cultivator when ryegrass has gone to seed. Or economic ones such as the significant cost of non-GMO soybeans versus producing one’s own protein from peas.
Marion Hassenforder, France
5. Link climate to farm priorities
Anchor climate solutions in what matters most to farmers. Climate topics in farm demonstrations could be linked to farm priorities such as workability of soils, labour efficiency, animal welfare, long-term productivity, and farm succession. For example, heat stress reduction improves animal health and milk yield. When climate solutions support core farm goals, they are perceived as interesting by farmers.
We made the topic of climate more tangible and attractive to farmers by connecting it to the practical theme of soil health, which directly relates to their daily farming practice. Instead of starting with abstract discussions about climate change, we used provocative statements based on real-life quotes and experiences from farmers. This helped trigger recognition, discussion, and curiosity among participants.
Emma Knol, The Netherlands
We focus more on other related issues such as trade or even animal health, that farmers feel ‘closer’ to their reality. Eventually all those topics are related to climate.
Lucia Diez, Spain
