PRODUCTORES DIFUSORES; PRODUCTORAS DIFUSORAS

Innovation implies “selling a good story” told by the right people, at the right moment, to the right people; and, in this regard, the policies of agricultural and livestock innovation should not seek to control the system, but rather increase the possibilities of obtaining the results expected and reduce the possibilities of undesired events. This document presents premises for the development of an “ecosystem” of innovation based on the social interactions present between actors, whose axis is the Divulging Producers (men or women) who are chosen on the basis of their social, social capital and competence networks, to be able to correctly divulge the innovation to their peers. Recommendations are based on an experience with training for the innovation of a sugar factory in Mexico that follows a scheme of contract agriculture.