Mobile keeps farmers in touch

UNTIL more farmers get access to broadband internet communications, the mobile phone is their best way of keeping in touch. Mobile phone text messaging is now seen as the most effective way to contact farmers.

Department of Agriculture officials with queries on premia payments due to farmers have found that sending a text message to the farmer’s mobile is by far the best way of getting an immediate response. They tried all of the traditional means, and found that writing to farmers - sending up to three letters -failed to get an effective response rate.

But when they turned to texting on the mobile phone, they got an almost 50% response immediately. Now one of the most important numbers on the farmer’s file is his or her mobile phone number.