Effectiveness of World Wide Fund advisory services for integrated pest and disease management in sugarcane farming in Jhang, Pakistan

Abstract

Sugarcane is a vital cash crop in Pakistan, yet national yields remain lower than those of leading sugarcane-producing countries. Since 2009, the World Wide Fund for Nature (WWF) has provided advisory services in Jhang to improve sugarcane farming practices, particularly in integrated pest and disease management. This research study evaluated the effectiveness of WWF’s advisory services in tehsil Jhang. A total of 150 farmers were randomly selected from five Learning Groups (LGs) out of 50 operating in the region. The vast majority (94.4%) reported farming as their primary income source. Farmers received guidance on controlling key sugarcane pests and diseases, including red rot, whip smut, red stripe, mosaic, root borer, termite, pyrilla, whitefly, and rats. The effectiveness of the advisory services differed across the various pest and disease management areas. The highest-rated interventions were for rat control (zinc phosphide, rated "most effective" by 73.6% of respondents, mean = 2.61), pyrilla (methamidophos, 50.4%, mean = 2.23), and whip smut (disease-free varieties, 33.6%, mean = 2.09). Moderate effectiveness was reported for mosaic and red rot control, while lower effectiveness ratings were observed for termite and root borer management. Overall, WWF’s LGs played a significant role in knowledge dissemination, with most farmers applying the recommended methods. The study concludes that WWF’s advisory services had a positive impact on pest and disease management in sugarcane farming, though the perceived effectiveness varied depending on the specific issue and recommended control measure. This study suggests that WWF’s advisory service model can be scaled to other sugarcane-growing regions in Pakistan. Future efforts should enhance farmer training, use digital tools for pest monitoring, and tailor advice to local conditions. Strengthening feedback systems and integrating services with government and private sector efforts can improve reach, sustainability, and long-term impact on pest management and sugarcane productivity. © 2025 The Author(s)