We were commissioned by Meat and Livestock Australia to develop a framework for a national extension network to improve the genetic merit of the Australian beef cattle herd.
Our team included Lee-Ann Mo
nks (communication and extension), Wayne Upton (beef genetics and extension) and Fiona Conroy (Beef breeder and extension). We conducted a series of in depth interviews, consultation meetings and workshops with a wide range of beef industry stakeholders.
A key difference between our proposed model and previous work was the focus on broadening the impact of beef genetics extension into commercial herds. This could be achieved by including in the network, those groups who already had a trusted relationship with commercial producers. Genetics messages would need to be re-developed and packaged in the context of practical farming systems, customised for northern and southern Australia.
Our model was informed by the very different mindsets of stud and commercial producers, as described by Dodd et al 2015. The ‘blue head’ illustrates the mindset of people who ‘live and breathe’ genetics such as researchers and stud producers. They have a very high level of interest in beef genetics, are highly motivated to seek information and have developed extensive genetics knowledge and expertise. Being highly interested and motivated, they are well networked with other people working in beef genetics and actively participate in research and extension activities on offer. The ‘brown head’ illustrates the mindset of commercial producers and those who advise and influence producers. Their interest genetics is as one of many issues that combine to affect the farming system and business profit.
