This study aims to assess the role of advisors in facilitating the upscaling of carbon farming (CF) in Swedish agriculture. Q-methodology is used with a sample of 32 livestock producers, complemented by a participatory approach involving stakeholder engagement. Three perspectives are identified, each highlighting a specific upscaling challenge: 1) insufficient information, echoing the lack of awareness, incentives, and advice surrounding new policy objectives; 2) implementation challenges, underscoring the complexities in managing and following up on innovations; and 3) competing priorities, highlighting how economic considerations influence farmers’ decision-making.

The results provide policy recommendations aimed at building technical capacity in advisory services, developing robust monitoring, reporting, and verification systems, and strengthening incentives and communication strategies. The Triggering Change Model is expanded to include the role of advisors at each stage of the decision-making process that farmers experience when adopting innovations, increasing the understanding of their significance in mitigation efforts. CF has recently gained significant policy attention in the Common Agricultural Policy due to the urgency of climate change, with advisors expected to play a crucial role in their upscaling within the Agricultural Knowledge and Innovation System, making this study particularly relevant for its achievement.