International Journal of Sub-Saharan African Research (IJSSAR)

Background: Agribusiness is increasingly recognised as a catalyst for economic growth, employment generation, and rural development in Nigeria. Promoting its adoption among rural farmers requires communication approaches that align with local contexts and existing community information networks. Despite growing interest in agricultural transformation, limited empirical research has examined the role of grassroots communication channels in promoting agribusiness awareness and adoption among rural farmers.
Objective: This study assessed the influence of grassroots communication channels on agribusiness awareness and adoption among farmers in Ohaji/Egbema Local Government Area of Imo State, Nigeria.
Method: The study adopted a descriptive survey design. The population comprised 10,240 registered farmers, including 4,500 maize farmers and 5,740 general crop farmers. Using Taro Yamane's (1967) formula, a sample size of 400 respondents was selected through simple random sampling. Data were collected using a structured questionnaire validated by experts in Mass Communication and analysed using descriptive statistics, including frequencies and percentages. Results: The findings revealed that farmers' cooperative meetings, church and mosque announcements, and town criers were the most frequently used grassroots communication channels for disseminating agribusiness information. Most respondents (92%) reported that these community-based channels increased their awareness of agribusiness opportunities and encouraged adoption, while 86% indicated that information received through these channels influenced their decision to engage in agribusiness activities.
Conclusion: The study concludes that grassroots communication channels remain effective pathways for promoting agribusiness awareness and self-reported adoption among rural farmers. Although the descriptive design does not establish causality, the findings suggest that community-based communication systems play an important role in facilitating knowledge dissemination and encouraging agribusiness participation.
Unique Contribution: The study contributes to agricultural communication scholarship by providing empirical evidence that locally embedded communication channels remain valuable mechanisms for promoting agribusiness awareness and the diffusion of agricultural innovations among rural farmers in Nigeria.
Key Recommendation: Agribusiness stakeholders should integrate traditional mass media with grassroots communication channels to strengthen information dissemination and enhance the adoption of agribusiness practices among rural farming communities.