Innovation Diffusion of New Technologies in the Malaysian Paddy Fertilizer Industry

AbstractThere are a number of players in the domain of agriculture playing different roles as key stakeholders with different level of involvement and influence. Government agencies, agri-entrepreneurs and individual farmers are amongst those who play significant roles in ensuring sufficient food supply for the nation. The agriculture sector contributes significantly to the economic growth in Malaysia and in ensuring food security in the country. The recent occurrence of staple food crisis affecting many countries became severe when India, Vietnam and China had limited the exporting of rice to other countries. The overall development of paddy sector under the agricultural framework initiatives are carefully planned and implemented in the recent Economic Transformation Program (ETP). The aim of the initiatives is not only to ensure national food security but also to tap into the global market as the world population continues to grow driving for an increase in the demand. One of the quick win initiatives by the government in overcoming the crisis is to increase the soil fertility for paddy planting which requires promotion of new technology and rigorous research. The paper critically discusses innovation diffusion in the agricultural context with specific reference on the analysis of how innovation is diffused, its communication channels, and the dissemination movement. Preliminary findings of farmers’ experience on innovation diffusion process shall be discussed in this paper. Farmers at the granary area in Perak, under Integrated Agriculture Development Agency (IADA), had taken part in the study. The results indicate the level of farmers’ knowledge and information about fertilizer in general, management of the innovation dissemination process, and the extent of readiness in realizing innovations