Encouraging Knowledge Diffusion through the Peer Group Learning Model

Producers learn from each other by sharing their experiences with implementing management practices – business, personnel, production - on their farms, while positively contributing to mental health and well-being (Betker and Lemoine, 2022; Farm Management Canada, 2012). The purpose of this project was to pilot peer learning groups to test their effectiveness as an alternative way to reach producers and encourage the involvement of early adopters in knowledge diffusion. Peer groups, comprised of Saskatchewan livestock producers, were formed to establish a peer-to-peer connection. Each peer group consisted of 5-8 operations, varying in their production model and location in the province. Meetings were organized throughout the year, being mainly virtual, with an option of one or two in-person meetings for each group. WhatsApp chats were created to encourage discussion outside of the meetings. Groups identified learning priorities for meetings based on mutual interests. Meetings were 90 minutes long and consisted of upcoming event notifications, guest speakers, and facilitated discussion. E-mails emphasizing key messages and relevant information were shared after every meeting. The peer group model is being expanded, with plans to create groups targeted to certain demographics, starting with young producers. An average of 60% of peer group members consistently attended their group’s meetings. Two-thirds of participants in the first iteration of peer groups had never previously participated in a peer group, and all were somewhat or very likely to recommend peer group participation to a friend. These groups amplified extension messaging and provided a sense of community among the members. Utilizing technology to form peer groups can increase knowledge diffusion by bringing early adopters from across the province together to share their experiences. This amplifies extension of practices and increases the speed of adoption on a larger scale.