Summary
This Project was commissioned to develop a strategic plan for Meat and livestock Australia's (MLA's) future investment in research, development and information delivery (R, D & E) for the 'on-farm sector' of the Beef Industry in southern Australia. The objective is to develop a portfolio of activities with an on-farm focus, within the context set by the Beef Industry Strategic Plan (BISP).
The report details the first step in developing the strategic plan. It describes the outcomes of detailed and extensive market research to determine producer and provider outcomes and attitudes to R, D & E. Over 500 producers, representing different segments of the southern Australia beef industry, were asked to identify what they believed were the important outcomes (not solutions) from R, D & E directed to improve the profitability and sustainability of their on- farm beef business activities. The CD-MAP@ Quality Functional Deployment (QFD) process was used to produce detailed and extensive market research and help translate this into sub-programs, strategies and actions.
This market research involved collecting both qualitative and quantitative data on customers' and stakeholders' requirements to guide the Program development and to ensure customer outcomes are achieved. The customers involved in the market research to develop a future Program are in three groups: Producers who were surveyed on their attitudes to and outcomes required from on-farm research and information delivery Researchers and information deliverers who were surveyed as to their outcomes and attitudes to the processes involved in the industry management of research and information delivery Other stakeholders both within MLA and externally in other organisations who have stakes in the southern Australia beef industry.
There were twenty outcomes identified as most important to producers. Of these the top five ranked statements all contributed directly to the essential knowledge and skills required to conduct a successful beef business. They are:
Know how to maxi mise beef production from the feed resources on your property.
Know how to control and manage diseases and health problems affecting your cattle.
Know how to maximise feed from your pastures without degrading the land.
Have the business and planning skills to maximise return on investment.
Have the knowledge and skills to adapt your production system to market specifications.
Market research was conducted with R, D & E providers and other stakeholders using a similar approach to that used with producers. In the R, D & E provider sector, ten significant outcomes were identified, the four most important being to:
Encourage lateral thinking and innovation in project design, implementation and delivery.
Ensure research outcomes are packaged in a format that can be easily delivered.
Provide clear directions on program objectives.
Ensure appropriate information delivery is planned into projects at the start.
The team identified the R, D & E industry processes that need to be improved to deliver these outcomes and enhance satisfaction among R, D & E providers. The survey also highlighted the issue of a decline in the long-term capability of public sector R, D & E to adequately service the Beef Industry in southern Australia. Attitudes The survey also recorded the responses to a number of attitude statements. There was strong overall consistency and alignment between producers and R, D & E providers to these attitude statements. In particular there was: Strong agreement across all industry sectors that a major factor in future market access will be a Quality Assured production system delivering a healthy product to consumers. Commitment by providers to achieving similar outcome goals to those identified by producers Strong alignment in opinion about the benefits and costs of responsible environmental management to the beef business. The strength of the consistency and alignment simplifies future Program development because the producers and providers already have common views on the important areas of R, D & E in the industry.
The Project provided the planning process with a comprehensive understanding of the attitudes and customer-desired outcomes for R, D & E to improve the profitability and sustainability of the on-farm sector of the southern Australia beef industry. These Project outputs will be combined with further background studies including industry Situation Papers, an analysis of beef industry opportunities and consultation industry stakeholders, to provide a comprehensive basis for the development of the southern Australia beef industry Program in MLA's Corporate Plan.
The core elements of the proposed Corporate Plan and new Program include: Vision An innovative and invigorated beef industry for southern Australia. Mission Prosperous and sustainable production of quality beef through continuous improvement to on- farm decision making practices. The Profit & Proof principle identified by market research as the main factor likely to persuade producers to adopt new practices, has been adopted as the Program Positioning Statement. This, when combined with the positive attitude that producers have indicated to new on-farm technology and their belief in the need for further R, 0 & E to find new technologies to use on- farm, will shape the development of a portfolio of future R, 0 & E activities.
Program Objectives
Lift beef industry success in meeting market specifications, by 25%.
Increase the number of producers adopting industry best practices, by 30%.
Reduce cost of production per unit for individual farm businesses, by 10%.
Increase the number of farm businesses adopting sustainable practices, by 30%.
Increase consumer confidence in beef and on-farm production systems in southern Australia.
Sub-Programs Based on the market research in this Project, the Working Group agreed on a new on-farm R, 0 & E Program with four major Sub-Programs. Enhancing productivity of the beef business. Environmentally sustainable beef production. Beef business management skills. Beef industry communication and product delivery. In particular, these Sub-Programs will address the desired business outcomes identified by producers through the CD-MAP@ QFD process. The new southern Australia Beef Program will be implemented over the period, 2001 to 2006 and will be included in the MLA 3 to 5 year Corporate Plan, beginning 1July, 2001.
