Pasture Variety Trial Marketing and Communication Plan

Summary

Background: The pasture variety trial network (PVTN) has been designed to ensure the provision of high quality, high integrity data on which producers can reliably base their decisions about use of pasture species and cultivars.  For MLA and other stakeholders investing in the PVTN it is important that all parts of the seed supply chain engage with this program and use its outputs.  In particular, it is imperative that farmers are aware of and actively demand the information that comes through the PVTN.
Description:  The purpose of this brief is to develop a marketing plan that interacts with all parts of the seed supply chain, particularly at the wholesaler, retailer and farmer levels, to ensure a high level of awareness and acceptance of the PVTN and demand for PVTN derived data.