In West Africa, during the 1990s, new innovative advisory methods were used that broke with the tradition of top- down public extension focusing on production, and instead helped meet the diversity of producers’ needs by using participatory methods. Management Advice for Family Farms (MAFF) is one of these approaches. MAFF has been adapted for diverse contexts and is today implemented by a wide range of actors, including non-government organisations (NGOs), producer organisations, cotton companies, and government agencies, in several African countries, reaching approximately 100,000 producers. MAFF has recently been further adapted to other contexts, including Myanmar (South East Asia), and Malawi (East Africa).