Challenges of direct marketing for farmers at some distance from consumers living in large cities

The AgriLink project (Agricultural Knowledge: Linking farmers, advisors and Researchers to boost innovation) was an EU Horizon 2020 research and innovation program that aimed to stimulate the transition towards more sustainable agriculture by improving understanding of the roles played by agricultural advisors in farmer decision-making and the adoption of innovation on the wide variety of different farm types that exist in Europe. One of the main objectives of AgriLink was to engage with as many different types of farmers and advisors as possible to identify and assess the great diversity of formal and informal sources of knowledge and services that farmers use to support the decisions they make about changes on their own farms.