“…Extension could be particularly effective at reducing the perceived risk of new varieties to both men and women. For other technologies, extension that targets men and women has been shown to be more effective (Buehren, Goldstein, Molina, & Vaillant, 2019;Kondylis, Mueller, Sheriff, & Zhu, 2016;Lambrecht, Vanlauwe, & Maertens, 2016) and this could be the case for new varieties. One approach could be to train men and women in the village to be local agricultural messengers (Buehren et al, 2019).…”