Agroecological techniques such as soil management practices, pest control methods, animal integrations, and composting, demonstrate practical applications of agroecology and highlight how these practices contribute to enhancing soil health, reducing reliance on synthetic inputs, and emphasize agroecology's potential to restore ecosystems and enhance biodiversity. If famers, farming communities, consumers, policymakers and other actors within the food system shift towards an agroecological approach they will build healthy, resilient and sustainable food systems.

• Policymakers and governments.
• Consumers, and food systems stakeholders.
• General agricultural community, farmers and farming communities.
• NGOs and development agencies.

Policymakers and governments

• Priorities: Economic growth, food security, sustainable development, social equity.

Consumers and food systems stakeholders

• Priorities: Health, environmental sustainability, ethical consumption, food quality.

General agricultural community, farmers, and farming communities

• Priorities: Productivity, farm sustainability, resource efficiency, community resilience.

NGOs and development agencies

• Priorities: Sustainable development, poverty alleviation, empowerment, environmental protection.

Showcasing testimonies/success stories of Innovative agroecological techniques:

We showcase the testimonies, and success stories of the practices and applications of agroecology in enhancing soil health, reducing reliance on synthetic inputs and cost, and restoring ecosystems while enhancing biodiversity. This directly relates to the evidence of research, studies, and case studies comparing environmental and agronomic outcomes of agroecological farming practices versus conventional methods, as well as showcasing innovative agroecological techniques such as soil amendment practices and natural pest control methods.

1. Policymakers and governments

Framing:

• Economic benefits: We highlight how agroecology can reduce costs associated with synthetic inputs, improve food security, and create resilient agricultural systems that contribute to economic stability.

Consumers and food systems stakeholders

Framing:

• Health and nutrition:  We focus on how agroecological products are healthier and free from harmful chemicals.
• Environmental impact: We emphasize the environmental benefits of supporting agroecological practices, biodiversity conservation, and sustainable land use.
• Ethical consumption: We appeal to consumers’ values by highlighting the ethical implications of their choices supporting smallholder farmers, promoting gender equity, and preserving traditional food systems.

General agricultural community, farmers, and farming communities

Framing:

• Practical solutions: We present agroecology as a set of practical, field-tested methods that can enhance productivity, improve soil health, and reduce reliance on expensive synthetic inputs.
• Community and economic resilience: We showcase how agroecological practices can build stronger, more resilient communities by diversifying income streams, preserving local knowledge, and fostering cooperation.
• Long-term viability: We emphasize the sustainability and long-term benefits of agroecology, including its potential to increase resilience to climate change and market volatility.

NGOs and development agencies

Framing:

• Impact on poverty and empowerment: We highlight how agroecology can lift communities out of poverty by increasing yields, improving market access, and empowering women through economic opportunities and decision-making roles.
• Scalability and replicability: We frame agroecology as a scalable and replicable model for sustainable development, with proven success in diverse contexts.
• Environmental and social synergy: We emphasize the synergy between environmental sustainability and social justice, showing how agroecology can address both ecological and social issues simultaneously. 

 1. Comparison-based argument 

Strategy: 
We compare agroecological practices with conventional agricultural methods to highlight the benefits and advantages of agroecology. 

Approach:  

• Cost-effectiveness: We highlight testimonies of how agroecology reduces dependency on costly synthetic inputs, leading to greater financial stability for farmers. 
• Ecosystem restoration: Contrast the impact of conventional agriculture on ecosystems with the restorative potential of agroecology.

2. Value and rights-based argument 

Strategy:
 We base our argument on fundamental values and rights, such as the right to food, gender equality, environmental stewardship, and cultural preservation. 

Approach:

• Environmental justice: We emphasise the ethical responsibility to protect the environment for current and future generations, with agroecology as a means to achieve this. 
• Cultural rights:  we advocate for the preservation of traditional knowledge and practices as part of cultural rights, with agroecology serving as a vehicle for safeguarding cultural heritage.

3. Evidence-based argument

Strategy: 
Use data and case studies to build a strong evidence-based case for agroecology. 

Approach:

•  Case studies: We use real-world examples and success stories from farmers who have successfully implemented agroecological practices to illustrate the tangible benefits.
•  Comparative analysis: Provide  comparisons between agroecological and conventional methods, focusing on long-term sustainability, economic viability, and social outcomes. 

4. Narrative and storytelling-based argument

Strategy:
 We use storytelling to connect with our audience emotionally and make the case for agroecology more relatable and compelling.

Approach:

• Personal stories:  we share the experiences of individual farmers who have benefited from agroecology, focusing on their journey, challenges, and successes.
•  Future vision:  we paint a picture of a future where agroecology has led to sustainable, thriving communities, inviting the audience to be part of this vision.