Targeting willing changers
To identify those most willing to consider changing ewe-management practices, Lifetime Wool surveyed wool producers across southern Australia late in 2005. The results were used to develop and target a communication strategy, says Lifetime Wool’s Gus Rose.
"Our goal is for 3000 farmers to change their ewe-management practices by 2008. So, the survey was done to find out what wool producers were doing and whether they would be willing to change practices."
Participants were asked about their Merino ewe management, including ewe condition, pasture assessment, feed budgeting and pregnancy scanning. "With help from experts in market research and adoption, Lifetime Wool has identified the type of producers we should target," Mr Rose says. "The target audience will be early adopters and pragmatic adopters that are more cautious about making change. That is about a quarter of all wool producers."
The more pragmatic producers are a priority for Lifetime Wool. "These are wool producers who are willing to change but have not been involved in the project, and prefer a ‘packaged product’ with evidence of the economic benefit."
Communicating ewe-management guidelines to producers will be consultants, government extension officers and sheep producer groups. Mr Rose says communication will emphasise information that the target audience knows less about.
"For example, only 35 per cent of the target audience are aware that improved ewe condition during pregnancy will decrease the fibre diameter of progeny. Lifetime Wool is confident that the target audience is in a position to use the guidelines to increase their sheep profit."
Choosing information that meets the target audience’s needs is crucial to the program’s success, he says. "Historically the adoption of pasture and livestock assessment skills in Australia has been low. By working with wool producers willing to change, we can find better ways to deliver these guidelines."
In 2008, wool producers will be surveyed again. "We will know how much the sheep industry has adopted better ewe-management practices after the final survey," Mr Rose says. – Rebecca Thyer
More information: www.lifetimewool.com.au or see Beyond the Bale article - Feeding fundamentals
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