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The success of California agriculture depends on the effective delivery and adoption of useful information. Traditionally, Cooperative Extension has stressed the use of “multipliers” including pest control advisors and private consultants as an effective way to widely distribute information. However, results of a study examining the regional reach of information for tree crop farmers in a six-county area suggests such a strategy may not be as effective as presumed. Growers contacted PCAs, chemical representatives and private consultants more often than farm advisors, but considered farm advisors more useful information sources. Cooperative Extension and other agricultural educators must learn more about how farmers acquire information and what influences their adoption of new practices.