L.GEN.2205 - Genetic Insights Report 2022

Summary

This project builds on learnings from market research conducted in 2016 and 2020 to provide up-to-date insights into the use of EBVs and ASBVs in the Australian Beef and Sheep industry. The project will also form an understanding of barriers to the use and uptake of these and other genetic tools.

Objectives

The objective of this project is to track the uptake of, and drivers and barriers to, genetic technology by beef and sheep producers so that MLA can better understand producers’ needs, perceptions and communication preferences and drive generic adoption in the industry.

Specific areas of interest:

• Measure the frequency and length of use of genetic technology and tools such as EBVs/BREEDPLAN, ASBVs/LAMBPLAN/MERINOSELECT.
• Identify and quantify the reasons driving current adoption of genetic technology as well as any factors that are inhibiting uptake and how these can be overcome and perceptions and attitudes towards genetic tools.
• Gauge producers’ sentiment towards particular genetic tools and programs and their functionalities.
• Ascertain producers’ preferred sources of livestock genetic information including different media, people/organisations and different formats (traditional, digital, etc.).
• Profile businesses by type (commercial breeding/seedstock), species, use (wool/meat), breed, geography.

Key findings

• Commercial producers have increased use of breeding values since 2016:
• 59% of beef producers use BREEDPLAN EBVs (n=606).
• 55% of sheep producers use ASBVs (n=585).
• Significant barriers to adoption identified among non-users of breeding values included trusting their own process, lack of knowledge and understanding, the financial and decision making benefits, and ease of use.
• Commercial producers who use ASBVs were significantly more likely to say that they think their financial health is improving compared to commercial producers who do not use ASBVs (61% vs 41%).

Benefits to industry

This research is beneficial to industry as it quantifies current levels of genetic tool adoption and the perceptions, needs and communication preferences of producers in relation to genetics. This report compares and contrasts the current uptake levels and issues surrounding genetic tool adoption and identifies barriers to uptake. This will allow MLA to further refine genetics education material and communication and extension strategy to ensure a continuing return on investment from the industry’s dollars.

MLA action

These survey results demonstrate that the current activities to promote the awareness, understanding and use of EBVs and ASBVs have been effective in increasing the adoption of genetic tools. This justifies the continuation of existing activities. Additional areas of focus include:

• activities that build producer relationships with other producers (peer-to-peer learning), stock agents, livestock advisors and vets
•  increasing brand recognition of Sheep Genetics and BREEDPLAN
• demonstrating the benefit of using genetics
• encouraging participation and increasing accessibility of formal training.

Future research

Yes, in two years' time to track progress of adoption following recommendations + new strategy.