industry development lifting on-farm quality and productivity - robbie commens - australia

Robbie Commens Australian Macadamia Society (AMS)

Productivity Development Officer

Productivity Development Officer (PDO) for the AMS

3 key roles – 1. Manage R&D program

2. Manage emerging issues

3. Facilitate and coordinate

extension to approx 750 growers

Major focus = Productivity

The Business of creating OPPORTUNITIES.

• Increase grower profits

• Productivity = main driver for profitability

Year Total Hectares (bearing tree age - >5yo)

Annual Production

Per hectare production (t NIS/ha)

Per hectare production (t SK/ha)

2012 14,000 ha 38,500 t NIS 2.75 t /ha 0.90 t /ha

Potential 14,000 ha 42,000 t NIS 3.00 t /ha 1.00 t /ha

Potential 14,000 ha 49,000 t NIS 3.50 t /ha 1.15 t /ha

Potential 14,000 ha 63,000 t NIS 4.50 t /ha 1.50 t /ha

Potential 14,000 ha 84,000 t NIS 6.00 t /ha 2.00 t /ha

Without any new plantings

Separate to R&D

“The selling of ideas – R&D outcomes”

2 defined and different tiers

1. Marketing (Promotion) ◦ Attract interest ◦ Provide information

2. Sales (Adoption) ◦ Provide detailed

information ◦ Communication (2 way) ◦ Call for action

The Adoption Transaction – ◦ an exchange and acceptance of an asset

R&D outcomes are an asset!

What is an Adoption Transaction?

◦ The point at which R&D outcomes are implemented.

Why is this important?

◦ The point of “sale”, the point of return on investment

Who is involved? ◦ Extension rep and a customer/growers

6 key factors

1. Value to grower

-Timely and Relevant

2. Language - Italian vs German

3. Relationship

- Level of communication

4. Audience attracted - One time consumers - Capacity of the

grower/customer 5. Extension rep to grower ratio

- 1 to 6

6. Consistency of key message - AMS news bulletin - Other Growers - Consultants - Processors

* How do we achieve an adoption transaction? - Know your market – MACADAMIA GROWERS

1 full time macadamia PDO

DPI staff where possible

Engage with Stakeholders and create a coordinated system

Extension Stakeholder Number of People

Consultants 15

Grower Liaison Officers 15

DPI 2

Private Stakeholders 15

Not for Profit Organisations 3

TOTAL number of people 50

1. MacGroups

2. AMS news Bulletin

3. Field Trips and Study tours

4. Benchmarking

5. Research Forum

6. 2 Tonne task Force

7. Grower Fact Sheets

8. Consultants Annual Meeting

•Replicated meeting in each major growing region •Average 200 growers per round •Grower Feedback has been 100% positive in recommending other growers to attend

• Grower focused • Positive feedback •Focused on key issues

• Canopy Management (over 60 growers NSW and QLD) • Conference Field Trip (over 100 growers)

• Over 200 growers involved • Over 50% production involved • No cost to growers

Potential 14,000 ha 49,000 t NIS 3.50 t /ha 1.15 t /ha

Current Average

• 1 annual workshop • Researchers 10 minute presentation • IRG members •R&D Committee Members •Consultants

• 3 workshops •60 industry leading growers, consultants and researchers • Key agronomic issues • Continue to build momentum

• Short sharp information • Focused on key issues • Timely and relevant

• 1 meeting annually • 30 industry leading consultants and researchers • Key pest management issues • Industry stakeholders engaged • Continues to build momentum

Grower feedback 1. Positive comments on value

2. Grower to grower communication

3. Relationship improved

4. Attendance at meetings Apple industry = 240 from 700 pinnacle in Australian Hort

Macadamia industry = 220 from 750 total growers

5. Engaged with stakeholders

6. Consistent message across all

platforms

“The value you gain from the information at MacGroups far outweighs the loss of three hours work on the farm”

6 key factors

1. Value to grower

2. Language

3. Relationship 4. Audience

attracted

5. Extension rep to grower ratio

6. Consistency of

key message

The Business of creating OPPORTUNITIES.

(based on a $3.00/kg price)

Economic Analysis undertaken

Husk Spot alone estimated to cost industry

= 2,670t NIS or $8,000,000.00 (12% loss of production)

Forecasted 5% adoption rate

= 223t NIS or $670,000.00 return to industry

MacGroup survey of over 200 growers

Average of 40% growers in 2011/12 season adoption

10% adoption rate across industry

= 446t NIS or $1.3 million Return on Investment

1. Productivity

2. Managing effects of weather on crop

3. Access to crop protection compounds

4. Sourcing labour

5. FSB

Questions?