For the last six decades, Ethiopia has been implementing different agricultural extension approaches. These approaches range from area focused comprehensive package programme which selectively targeted high potential areas to modified Training and Visit extension and the recent nationwide participatory extension System. One thing in common in all these approaches is standardized advisory system characterised by ‘one size fit’ approaches which pushes selected package of technologies and knowledge to all classes of smallholder farmers. This study presented the experience of customised extension approach with a segmented target of farmers into three distinct groups. It is used to test the design and potential of customer-oriented technology supply and service provisions in agriculture. The pilots were implemented in four regional states of Ethiopia to get an insight for further engagement. The finding shows the need for advisory service to be inclusive; technology supply and services tailored to the multiple capacities and demands of different classes of small farmers. To this effect, the customised extension approach piloted by REALISE programme is presented as showcase for taking customised agricultural innovation and service delivery to scale.
Keywords: One fits for all approach, heterogeneous clients, customised extension service, Ethiopia