Public (or governmental) extension services suffer from its limitations and inadequacies to fulfill the requirements for sustainable farming practices. This study examines the aspects of practicing agricultural extension Privatization in Isfahan. The statistical sample society of the survey was the extension practitioners and technicians. Data were gathered through field questioning techniques and interpreted by the analytical methods of statistics in Isfahan province. The result of the survey method on 105 agricultural extension agents and practitioners revealed that: 1) big farmers have more interest for private extension services than small farmers, 2) the more knowledgeable the farmers, the more demand for private advices 3) pest management, greenhouse production, mechanization and market information are given priority for private advisory services. Finally, "cooperative advisory service" was found to be the most relevant structure to motivate farmers' learning and consultancy activities.

Keywords: Private extension, Agriculture, Isfahan, Farmers, Extension cooperative.

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