Trust and relationships in advisory services

Trust in agricultural advisory services relies on personal relationships, active listening, and time, with organisational and inter-organisational trust being critical for effective advisory systems. This abstract highlights how trust enables open communication on farm-level issues and supports collaboration across advisory organisations. In collective models, trusted advisors must be able to refer farmers to colleagues without losing credibility. Inter-organisational alignment, facilitated by regular meetings and shared approaches, strengthens farmer confidence in the advisory system. Challenges remain, particularly in multi-organisational settings like the Dutch living lab, where differing agendas can hinder cooperation. Nevertheless, trust remains a key driver for collaboration and innovation in advisory service development.