In the rolling hills of Blitar Regency, East Java, a quiet revolution is taking place. Smallholder poultry egg farmers, often overlooked in the digital age, are embracing technology to connect with buyers and boost their incomes. A recent study published in *Cogent Food & Agriculture* sheds light on the factors driving this shift, offering valuable insights for the agriculture sector.
The research, led by Priyo Sugeng Winarto from the Department of Socio-Economy at Universitas Brawijaya, focuses on the adoption of digital marketing tools among smallholder poultry egg farmers. With a modest sample of 65 farmers, the study reveals that farm ownership, internet access, and family size are key drivers of digital marketing adoption.
“Farmers with internet access had 9.238-fold higher odds of adopting digital marketing,” Winarto explains. This finding underscores the critical role of connectivity in bridging the digital divide. Farmers who own their farms and have larger families are also more likely to embrace digital tools, suggesting that stability and support networks play a significant role in this transition.
The study’s findings have significant commercial implications for the agriculture sector. As digital marketing adoption grows, smallholder farmers can tap into larger markets, negotiate better prices, and reduce post-harvest losses. This shift can enhance their competitiveness and contribute to more resilient and sustainable agricultural value chains.
Moreover, the research highlights the need for targeted policies to support digital uptake. Expanding rural broadband, reducing access costs, and integrating digital skill-building into extension services can accelerate this transformation. “Policies that expand rural broadband, reduce access costs, and embed digital skill-building in extension services may accelerate adoption,” Winarto notes.
While the study provides a snapshot of the current landscape, it also serves as a baseline for future research. Longitudinal and comparative studies can build on these findings to track the evolution of digital marketing adoption and its impact on farmers’ livelihoods.
As the agriculture sector continues to evolve, the integration of digital tools offers a promising path toward greater efficiency, inclusivity, and sustainability. The insights from this study can guide stakeholders in designing programs that empower smallholder farmers, ultimately contributing to a more dynamic and resilient agricultural sector.