Dried tree fruit industry communications program (DT23002)

Ongoing project

Delivery Partner: Australian Dried Tree Fruits

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What is it all about?

This project aims to provide effective and timely communications to Australian dried tree fruit growers and stakeholders. The communication program will focus on delivering research outcomes, best practices, and technological advancements to enhance industry understanding and adoption, ultimately increasing farm productivity, fruit quality and industry profitability.

Challenge

The primary challenge of this project is bridging knowledge gaps across diverse stakeholders, from small-scale farmers to industry leaders. This includes overcoming geographic dispersion, varying levels of technological access, and ensuring the content is accessible and actionable. Additionally, maintaining current and practical information is crucial.

Fostering an innovative culture within the industry requires continuous engagement and demonstrating the benefits of new practices and technologies, which can be hindered by resistance to change and limited resources.

Response

The project will implement a multifaceted communications strategy that uses a variety of channels including:

Dried tree fruits industry database
Articles for The Vine magazine
Industry e-newsletters
Updated, relevant fact sheets
SMS alerts and webinars, as required
Grower field events with updates on new apricot varieties and industry best practice.

By leveraging these diverse channels, the project ensures that information is accessible and tailored to different preferences and technological capabilities, empowering the growers to make informed decisions.

Benefit

The communication program will improve industry communication, empower growers to make informed decisions and lead to increased adoption of innovations and research outcomes. This will boost productivity, enhance fruit quality, and improve profitability, efficiency, and sustainability for the Australian dried tree fruit industry.

By fostering an innovative culture, the program supports long-term growth and competitiveness, enabling producers to respond effectively to market demands and emerging challenges.