Family farmers have limited voice in the decision?making process regarding water services and agroindustrial production in large?scale irrigation schemes in Morocco. Scheme level organizations provide little support for farmer participation, one major reason being a commonly?held narrative of structural weaknesses of farmer?led collective action. This article presents and discusses an approach involving communication activities, development actions and research on farmer?led collective action in these schemes. Firstly, farmer?led collective action was identified and made more visible, especially through the production of videos. Secondly, communication between local farmers' organizations was supported and led to the creation of a nationwide network of these organizations. Thirdly, research was undertaken on farmer?led initiatives and farmer?led collective action. These intertwined activities led to an alternative narrative that emphasizes the potentialities of farmer?led collective action, and more broadly, the willingness and capabilities of farmers to become actors in their own development. Such a narrative may support the "uphill" task of opening the debate on the possible role of farmers' organizations in these schemes. Moreover, it supports the idea of more direct relations between research institutions and farmers' organizations.