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The objective of this article is to analyze the functioning and dynamics of farm advisory services integrated into cocoa certification programs. The theoretical framework mobilized combines the contributions of the innovation system and the service economy. The methodology is based on a case study of the certification programs of two major exporters in the cocoa supply chain in Côte d’Ivoire. Our results show that advisory services are multi-stakeholder systems driven by exporters through financing mechanisms. They guide both front-office and back-office services activities, according to their own objectives. Their choices have an impact on the skills of cooperative advisors, as well as the content and quality of the advice. The results highlight the difficulties in making changes in the functioning of the advisory systems because of the weakness of cooperatives. From this analysis lessons are drawn in order to support such advisory services.