Challenges with Developing an Extension Program for Markets Evolving under an Uncertain Framework: Lessons from Program Development for Carbon and Hemp Markets

Extension programs are the link between producers, applied research, and policy. Additionally, Extension educators are often the initial point of contact for producers when new agricultural markets emerge. Emerging markets provide opportunities and challenges for all producers. However, developing an Extension program to assist producers can be difficult due to limited production information (or process clarity), a lack of infrastructure, uncertain marketing channels, and uncertain policy direction. During the emergence of new commodities or markets, the development of Extension programming is necessary to aid producers and other agricultural stakeholders in clarifying the risks and rewards of entering or participating in the market. A further complication is a bimodal distribution of clientele ranging from those operators new to agriculture to established operators. The development of carbon and hemp markets in the United States highlights the difficulties in providing producers with timely information when a highly uncertain policy and regulatory environment exists. This paper discusses how to develop an Extension program to address producers’ needs for emerging markets effectively. Specifically, we highlight the benefits of collaboration, obtaining grant funding, program development, and identifying research topics. Finally, the program development discussed can be utilized by Extension educators when developing programming for future emerging markets.