V.ISC.2035 - National Feedlot Accreditation Scheme (NFAS) Communication and Adoption Strategy Development and Implementation

Summary

A review of the National Feedlot Accreditation Scheme (NFAS) in 2014 recommended improvements in program communication were required. Limited available resources previously had meant that there was not as much awareness of the program and its objectives as there should be, and communication and extension approaches were less strategic and more reactive.

The Integrity Systems Company (ISC) in collaboration with AUS-MEAT, the Feedlot Industry Accreditation Committee (FLIAC), and the Australian Lot Feeders’ Association (ALFA), resourced this project to engage and drive NFAS Accredited lot feeders’ ongoing awareness, understanding, and practice change in relation to NFAS Standards and requirements.

Objectives

The objectives of the project were to understand the specific requirements of the target audiences via a situational analysis, develop an overarching three-year communications and adoption strategy for NFAS, develop and deliver annual communications plans, and provide on-going communication expertise and resourcing to support NFAS.

Key findings

The Communication and Adoption Strategy and Annual Plans provided clear frameworks and timelines for communication activities, goals, and outcomes that enabled improved planning and coordination of industry activities. NFAS communication and adoption activities moved from being largely ‘ad hoc’ and focused on formal communication (e.g., Advice Notices) to more regular and better developed activities.

The additional resourcing capacity provided by the project enabled different approaches to communication and extension to be trialled and implemented. It also aided a specific focus on developing content and managing and organising NFAS events such as the Open Forums and providing communications and adoption specialist support.

Benefits to industry

Benefits to the Australian feedlot industry from the project and its outcomes included activities and approaches that helped protect the brand integrity of NFAS. A more cohesive and collegiate approach to communication and extension activities embedded across industry participants (AUS-MEAT, ALFA and FLIAC) enabled clear, consistent messaging and extension resources to support NFAS conformance and help feedlots understand ‘what has to change’.

MLA action

MLA will continue to work with AUS-MEAT to ensure that a robust communication and extension program for the NFAS is resourced and continues to drive improvement in awareness and compliance across program participants.

Future research

Future investment in this area is critical to ensuring engagement, awareness and understanding of NFAS Standards and requirements by Australian lotfeeders.