2. Productivity Development The Business of creating
Officer (PDO) for the AMS OPPORTUNITIES.
3 key roles –
1. Manage R&D program
2. Manage emerging issues
3. Facilitate and coordinate
extension to approx 750
growers
Major focus = Productivity
3. • Increase grower profits
• Productivity = main driver for profitability
Year Total Hectares Annual Per hectare Per hectare
(bearing tree age - Production production production
>5yo) Without any new plantings
(t NIS/ha) (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
4. Separate to R&D
“The selling of ideas – R&D outcomes”
2 defined and different The Adoption Transaction –
tiers ◦ an exchange and acceptance of an asset
R&D outcomes are an asset!
1. Marketing (Promotion) What is an Adoption Transaction?
◦ Attract interest ◦ The point at which R&D outcomes are
implemented.
◦ Provide information
Why is this important?
Sales (Adoption)
2. ◦ The point of “sale”, the point of return on
◦ Provide detailed investment
information
◦ Communication (2 way) Who is involved?
◦ Extension rep and a customer/growers
◦ Call for action
5. * How do we achieve an adoption transaction?
- Know your market – MACADAMIA GROWERS
6 key factors
1. Value to grower 4. Audience attracted
-Timely and Relevant - One time consumers
- Capacity of the
2. Language grower/customer
- Italian vs German
5. Extension rep to grower ratio
3. Relationship - 1 to 6
- Level of
communication 6. Consistency of key message
- AMS news bulletin
- Other Growers
- Consultants
- Processors
6. 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
7. 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
8. •Replicated meeting
in each major
growing region
•Average 200
growers per round
•Grower Feedback
has been 100%
positive in
recommending
other growers to
attend
11. • 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
12. • 1 annual
workshop
• Researchers 10
minute
presentation
• IRG members
•R&D Committee
Members
•Consultants
13. • 3 workshops
•60 industry
leading growers,
consultants and
researchers
• Key agronomic
issues
• Continue to build
momentum
15. • 1 meeting annually
• 30 industry
leading consultants
and researchers
• Key pest
management issues
• Industry
stakeholders
engaged
• Continues to build
momentum
16. “The value you gain from the
information at MacGroups far
outweighs the loss of three
hours work on the farm”
The Grower of creating
Business feedback 6 key factors
1. Positive comments on value
OPPORTUNITIES. 1. Value to grower
2. Grower to grower communication
2. Language
3. Relationship improved
3. Relationship
4. Attendance at meetings
Apple industry = 240 from 700 4. Audience
pinnacle in Australian Hort attracted
Macadamia industry = 220 from 750
total growers
5. Extension rep to
5. Engaged with stakeholders grower ratio
6. Consistent message across all 6. Consistency of
platforms key message
17. (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
18. 1. Productivity
2. Managing effects of weather on crop
3. Access to crop protection compounds
4. Sourcing labour
5. FSB
