Episode 28 – Tongzhe Li

Does the message actually matter if the messenger misses the mark?

In the 28th episode of The Extensionists, co-hosts Jay Whetter and Toban Dyck sit down with Tongzhe Li, a professor and Arrell Family Chair in Behavioural and Experimental Economics at the University of Guelph. Her research on farmer behavior proves a vital point: it’s not just what you say to a farmer, but how you say it that truly shifts their decision-making.

To bridge the gap between theory and reality, Tongzhe became a farmer. By purchasing a farm in southern Ontario, she moved beyond research data to gain a raw, firsthand perspective on the grueling nature of the industry. This "boots-on-the-ground" immersion transformed her understanding of farmer behaviour.

Tongzhe’s perspective is shaped by her journeys through Oxford, Barcelona, and Taiwan. To her, travel is an exploration of context. She believes that the value of any journey is defined by the people you encounter and the purpose behind the trip, reinforcing her core philosophy that in both communication and exploration, the "who" and the "how" are just as vital as the "where."

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The Extensionists - Conversations with Great Thinkers in Agriculture is a Burr Forest Group production with new episodes airing every other week on Tuesdays. Hosts Toban Dyck and Jay Whetter have in-depth conversations with industry experts, researchers, innovators, and farmers about the latest developments in agriculture and their implications. With a focus on making complex agricultural topics accessible and engaging, The Extensionists bridges the gap between research and farming by connecting the agricultural community to great ideas and thinkers.

The Extensionists is produced and edited by Abby Wall, coordinated by Ashley Robinson, and designed by Michelle Houlden.