Unlocking new opportunities and audiences for delivery of MLA products in Southern Australia farming groups
Meat & Livestock Australia wishes to improve producers'/advisors' knowledge and skills in pasture and livestock, who have a strong cropping focus?
| Project start date: | 24 March 2021 |
| Project end date: | 19 December 2021 |
| Publication date: | 18 October 2022 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | South Australia |
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Summary
Stocking rates in the rainfall area of Southern Australia have stagnated in the past 15 years and are only 76% of the theoretical maximum given the average annual rainfall. The reasons for this plateau are likely to be because of producer and advisor focus on cropping, the lack of any major livestock extension program since the early 2000’s and historically low commodity livestock commodity prices compared to grains.
Recently there has been a renewed interest in livestock, due to improved commodity prices and challenges with continuous cropping. However, this new generation of producers and advisors lack the fundamental knowledge to practice or advise on an efficient grazing system. They have very limited knowledge of MLA products, tools and platforms.
Six farming groups in Southern Australia, most of who have had a strong cropping focus, have agreed to work together with the aim to build the awareness and knowledge of their 2,500 members around various aspects of livestock production. They wish to present MLA with a well researched and comprehensive plan to deliver a co-ordinated package of awareness and knowledge-based activities that will increase livestock profitability.
Objectives
This project had four objectives:
1. The creation of short information packages about MLA products and opportunities in partnership with MLA – completed successfully.
2. A comprehensive market survey – completed successfully.
3. Development of an operational plan for increasing beef, sheep production in cropping systems – completed successfully.
4. Piloting of 10 activities – completed successfully.
Key findings
The grower and advisor survey was successfully completed which indicated the level of interest in various activities. This enabled an operation plan to be developed which contained activities and outputs, anticipated practice change that would results and impact of the investment.
Benefits to industry
If the operational plan is implemented, then engagement through these groups would reach close to 2,500 producers who run 41% of all sheep and 22% of all cattle in the project area. The legacy would be a new skillset for a younger generation of producer, but also upskilling of hundreds of crop-oriented advisors. An impact calculation indicated to lift gross margins on participating farms by $32.5M after five years ($38/ha) and a likely return on MLA investment of 6.8:1.
MLA action
The operational plan developed as an output from this project should be supported. It provides a pathway to engage with a significant audience which MLA are aiming to reach, using existing materials already available. It provides access to a significant number of producers who manage a significant number of livestock in the region.
Future research
The project recommends MLA support the implementation of the operational plan. MLA already has the products available, the project would access and utilise an audience of 2,500 producers who are keen to participate, and the return on investment is strongly positive.
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For more information Contact Proejct Manager: Andrew Morelli |
