L.GEN.1813 - MLA Genetics Case Studies

Summary

This project will collect a further three case studies to Northern Producer Case Studies (L.GEN.1805), which will underpin the Genetics Marketing Campaign, planned for launch at Red Meat 2018 (Nov 18). This project fits within the Genetics Adoption Plan (GAP) under the pillars 'Demonstrate Value and Grow Demand' and 'Simplify the Language and Tools'. 

​ The case studies will be developed and presented with a whole farm approach, though highlight the importance of breeding values as a part of sire selection to increase on-farm productivity. The key messages will be simple and in commercial terms that producers have the ability to measure and understand (e.g. kg beef or lamb/ha, increase in MSA Index).​

Objectives

​1. Three case study videos (approx. five minutes) capturing key messages as to how genetics has improved reproduction rates and productivity.  
​2. Three promotional videos – 45 seconds for social media. 
​3. Photography: High-resolution stills photography suitable for press and internet use (12Mp or better).

Key findings

Three video case studies were developed and published on MLA Genetics Hub page.

Benefits to industry

The three case studies have highlighted how commercial producers can utilise genetic tools such as estimated breeding values (EBVs) and Australian sheep breeding values (ASBVs) to drive performance in their cattle and sheep.

MLA action

MLA will continue to raise awareness of the benefits of utilising the latest genetics tools with sheep and beef producers.

Future research

Raising awareness of the benefits of utilising the latest genetic tools to lift productivity.