Extension Professionals' and Dairy Farmers': Perceptions of Desired Outcomes of Extension Strategies used in NSW & Victoria

The dairy industry is one of the three leading rural food industries in Australia. Australian dairy products are a significant export earner and the industry is under constant pressure to remain efficient and competitive in the international market place. In the last decade a shift to larger farms and increased competition has required that farmers be innovative and consider technology developments and farm management changes in order to improve production efficiency. The rapid change within the Australian dairy industry also presents a challenge for extension providers, tasked with assisting farmers to achieve practice change outcomes. This study investigates current extension strategies employed by professionals (government and private) and dairy farmers operating in NSW and Victoria, and the perceived desired outcomes of these extension strategies. Eighteen extension professionals and seven dairy farmers across NSW and Victoria were interviewed using semi-structured interview techniques. Reponses were transcribed and then analyzed with the assistance of the qualitative research software Nvivo 9.1. Responses were categorised into two main themes; actions and perceptions. The study indicated the perceived desired outcomes of the extension strategies used by the participants, while the shared desired outcomes were; productivity and profitability, confidence building and decision making, and learning and practice change. The potential for further utilization of web-based technologies for farmer to farmer information exchange is highlighted.