Twenty‐seven Hawke's Bay, New Zealand apple(Malus domesticaBorkh.) pest and disease control “advisers” including horticultural merchant and New Zealand Apple and Pear Marketing Board (NZAPMB) field representatives, private consultants, and apple plant protection scientists (The Horticulture and Food Research Institute of New Zealand Ltd (HortResearch)) were interviewed over the 1993/94 growing season to determine their role in growers’ pest and disease spray decision‐making. Horticultural merchant representatives considered themselves to be the main spray decision‐maker for 40% of growers. In the opinion of the latter, 50% of growers expected the horticultural merchant representative to know more about the problems in the orchard than they did themselves. Plant protection scientists and (increasingly) NZAPMB representatives play an important role in strategic pest and disease advice to the industry. Growers are very well serviced in the Hawke’ s Bay region which has led to an expectation of “free” advice regarding pest and disease management. Spray recommendations from merchant representatives and consultants are generally risk‐free and prescriptive, with a large safety margin applied for unskilled growers. Introducing more complex spray‐saving techniques, or taking full advantage of those that already exist, will require many growers either to upskill themselves, or employ consultants to manage their orchards. NZAPMB/HortResearch seminars and bulletins along with an on‐line advisory service (e.g., Orchard 2000) could play a useful role in educating growers and providing more complex advice. Basic pest and disease identification and biology, together with a knowledge of pesticides are regarded as being essential to manage pests and diseases successfully. Nutritional problems and resistance development are two areas where more knowledge is required.