This study explores the impact of the radio program Shamba Mtaji, broadcast on TBF-FM, on promoting soil fertility practices in Mbwawa Ward, Kibaha Town Council, Tanzania. The research was supported by three central objectives: identification of problems in soil fertility raised in the program, analysis of the methods used in the production of the program, and assessment of perceived strengths and weaknesses of the program among its listeners. It utilized a case study design wherein 114 respondents from three streets in Mbwawa Ward, namely Mbwawa, Miswe Duka, and Miswe Chini, were surveyed using questionnaires, focus group discussions, interviews, participatory rural appraisal, and document review. This study is informed by the diffusion of innovation and uses and gratifications theories. Results indicate that Shamba Mtaji is valued by both crop and livestock farmers due to its emphasis on soil fertility. However, most of the listeners did not realize that facts, and issues relating to soil fertility were relatively new to many of them. It concludes by suggesting a need for a change in the timing of the program to make it more accessible to its audience; secondly, its message should be complemented through other channels such as loudspeaker announcements; and thirdly, holding advocacy meetings to enhance farmer participation. With these suggestions put into practice, this may lead to sustainable agriculture and more responsible use of land resources where the selling of land to non-agricultural enterprises will be minimized.