In Madagascar, the rural advisory services (RAS) are rarely mentioned in discussions around agriculture. As a result, the general public – including farmers – are not fully aware of the role played by RAS and how vital they are to rural development. So, when Access Agriculture Entrepreneur Coach for Madagascar, Karine Rakotoniainasoa, was invited to speak about RAS on ‘Soamiampita’ radio programme (Radio Don Bosco) on 25 April 2025, she welcomed the opportunity to showcase the digital RAS model.