ASSESSMENT OF COMMUNICATION STRATEGIES AND FACTORS LEADING TO DISCONTINUED UTILIZATION OF BIO-FORTIFIED MAIZE IN OYO AND ONDO STATES, NIGERIA

Abstract

The study assessed the communication strategies and factors leading to the discontinued utilization of bio-fortified maize among selected value-chain actors in Oyo and Ondo States, Nigeria. Information was collected from 320 value chain actors on the sources of information on bio-fortified maize, factors affecting its utilization, and factors leading to its discontinued adoption. Data were analyzed using frequency counts, tables, means, and standard deviations, with hypothesis tested using Pearson Product Moment Correlation (PPMC). Results revealed that 34.1% of respondents received information on yellow maize most frequently through extension agents, 33.0% often through friends/relatives, and 35.3% often through family members. Key factors affecting the utilization of yellow maize included the value chain actors’ experiences (mean = 1.70), market availability (mean = 1.66), and economic benefits (mean = 1.54). Additionally, 57.5% of respondents discontinued utilizing yellow maize due to low distribution of seeds by ADP extension agents, 51.9% due to exploitation by middlemen, and 51.0% due to poor market infrastructure. A significant relationship was found between factors affecting utilization and those leading to the discontinuation of yellow maize (r = 0.364, p ≤ 0.01). The study concluded that value chain actors have access to extension services and receive information on yellow maize through multiple sources, including extension agents, friends/relatives, newspapers, drama, and bulletins/handbills. However, challenges such as low seed distribution, middlemen exploitation, and poor market infrastructure persist. It is recommended that extension agents and other stakeholders address these factors to promote the sustained adoption and utilization of bio-fortified maize among value-chain actors.