Overcoming barriers to adoption of genetic technologies in the beef industry

The Australian beef industry has used genetic technologies extensively for many years and economic analyses have suggested very positive economic benefits have accrued. However with the rapid expansion of tools available to the Australian beef breeder, new extension and technology transfer initiatives are necessary if maximum industry benefit is to be realized. Meat and Livestock Australia commissioned a working group entitled the National Beef Genetics Extension Team to report on barriers to adoption of genetic technologies in the beef industry and methods for overcoming these barriers. Four major barriers were identified; • Lack of 'PROOF of PROFIT' • Lack of FOLLOW UP (assistance with adoption) after initial exposure to awareness programs • Extension in a diverse and fragmented industry • Decline of traditional extension resources Profit is the most compelling of reasons for producers to adopt a new technology hence relevant demonstrations that profitability will be improved are essential. Due to the complex nature of the technologies available, most producers need support after the awareness phase. The fragmented structure of the beef industry is such that extension will only be effective if all sectors that influence the uptake of technologies are included in a coordinated extension effort. Political and economic pressures have resulted in changes to traditional extension resources requiring a restructuring of extension programs. The proposed extension model for genetics in the beef industry involves identification of influencers in all important sectors of the beef industry and a coordinated continuing education program to support these influencers.