Extension agent

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One of the original applications of a specialized change agent function was embodied in the U.S. Department of Agriculture’s “Cooperative Extension Service.” The CES employed a full time  “extension agent” in every county of the U.S. The main job of this agent was to encourage farmers to adopt new practices from the flood of innovations proved effective by university-based researchers across the country.  They used printed material, radio programs, and demonstrations to increase adoption rates.