B.FLT.4019 - Market research - Feedlot cattle heat load forecasting

Summary

The heat load forecast service supports the Australian lot feeding industry to proactively manage heat load. The return on investment for the development of tools and initiatives to manage heat load (particularly in the lead up to excessive heat load events) is significant and supports ongoing investment by commercial companies and industry to develop tools that improve over time, in line with best available heat load forecasting technologies.

Objectives

Deliver results from market research to understand if a viable model could underpin operation of a subscription service including:

• engagement with a variety of users to develop an understanding of the users and how the product is currently perceived, valued and used to manage heat stress
• an understanding of the need for improvements for current product
• develop a thorough understanding of how to keep users engaged during season and out of season for a premium service
• develop ROI and value proposition for a premium service for customers.

Key findings

• The results of this survey support the understanding that management of heat load is a high priority to the Australian feedlot industry.
• The industry is generally satisfied with the tools and measures they use to manage and mitigate the negative impacts of heat load (although suggestions for improvements have been provided).
• A significant component of the feedlots surveyed have a strategy that relies heavily on early warning of potential events to allow proactive risk mitigation.

Benefits to industry

The industry benefits from this project include:

• increased understanding of how feedlots manage heat load events and the value they place on the use of proactive management in dealing with excessive heat load events.

MLA action

MLA will continue to invest and seek to develop next generation heat load forecasting technology for the Australian lot feeding industry.

Future research

A number of areas for potential future research and development include:

• improvement in forecasting
• development of a mobile application for greater adoption of the service by industry
• development of a comprehensive training and engagement plan to address the knowledge gaps for feedlot operators in not only the use of available tools but also sharing stories of success.