Changing societal and policy demands, increasingly globalised and integrated food systems, volatile costs and markets, changing farm structure and farm demographics and technological innovations and ICT advancements have brought a shift in Agricultural Knowledge and Innovation Systems (AKIS) 1 . Commensurate with this, agricultural advisory services (AAS) 2 , a core component of the AKIS, have evolved through different stages in their focus, approach, and channels of delivery (Rivera and Sulaiman 2009;Faure, Desjeux, and Gasselin 2012). In Europe increasing decentralisation and privatisation in AAS has resulted in considerable diversity between, and pluralism within, countries (Knierim et al. 2015). In line with this our understanding and agricultural innovation context has shifted from a strongly hierarchical pattern premised on adoption as a top-down linear process to a more network-like structure (Klerkx, Aarts, and Leeuwis 2010). Throughout these changes farm demonstrations have proved to be one of more enduring mechanisms for advice and facilitating innovation.Demonstration farms have a long tradition in Europe and, although subject to limitations (Šťastná et al. 2019;Burton 2019), have evolved into a useful means for communication, 1 AKIS is a system that links people and organisations to promote mutual learning, to generate, share, and utilize agriculture-related technology, knowledge, and information. The system may include actors such as farmers, farm workers, agricultural educators, researchers, non-academic experts, public and independent private advisors, supply chain actors, and other actors in the agricultural sector. 2 The term Agricultural Advisory Services encompasses the entire set of institutions and the actors involved in the advisory activity institutions that support and facilitate people engaged in agricultural production to solve problems and obtain information, skills, and technologies to improve their livelihoods and well-being (adapted from Birner et al, 2009).