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If farmers are to meet the new challenges facing agriculture (environment, rural development, etc.), appropriate knowledge has to be produced. But observations in six EU countries (France, Germany, Greece, the Netherlands, Spain and the UK) show that unexpected problems arise when technical support for agriculture is linked to market regulation, as recommended since the late 1980s. The source of these problems can be understood better by applying concepts from the service economy: i) The production of new knowledge requires strong interaction between service providers (technical support bodies) and beneficiaries (farmers). The weakening of non-market regulation procedures, which partly guaranteed these possibilities of interaction, makes the conception of an advisory service difficult. ii) As soon as consultancy becomes a paying service, some beneficiaries reduce technical interaction with their …