Persimmon industry communications and extension program (PR20000)
What was it all about?
The Persimmon Industry Communications and Extension Program aimed to support the growth and development of the Australian persimmon industry by providing growers with essential tools and information to enhance their awareness of industry issues and marketing initiatives and foster rapid adoption of research and development (R&D) outcomes. The program targeted persimmon growers, supply chain partners, and other relevant stakeholders, advancing their professional development, and encouraging the adoption of best management practices.
Challenge
The Australian persimmon industry faces challenges due to its broad geographical spread across multiple states, making communication and the adoption of R&D findings difficult. Growers often lacked timely and relevant information to enhance their operations and decision making.
Response
To overcome these communication challenges, the program delivered a range of targeted initiatives:
- Persimmon Press: A biannual electronic newsletter featuring industry updates, R&D outcomes, and marketing insights. Six issues were distributed in total.
- National Persimmon Industry Field Day/Conference: Hosted in Mildura in 2023, the event included networking opportunities, farm visits, and industry discussions, exceeding attendance expectations.
- Webinar Series: Covered key topics such as pruning, R&D updates, and an introduction to social media, receiving high attendance, positive feedback, and contributing to industry learning and adoption.
- Persimmons Australia Website: Regularly maintained as a resource hub, providing industry news and archiving program outputs for future reference by Australian persimmon growers.
- Industry Development Officer (IDO) Support: Strengthened industry engagement, facilitated collaboration with stakeholders, extended networking opportunities, and addressed emerging industry concerns.
Benefit
The program successfully increased widespread grower awareness of industry issues, improved communication across the supply chain, and fostered the adoption of best management practices. Key outcomes included:
- Enhanced understanding of R&D and marketing initiatives funded by Hort Innovation.
- Faster adoption of successful R&D outcomes among growers and industry partners.
- Improved strategic decision-making capabilities for growers.
Strengthened collaboration across industry sectors, leading to more cohesive and informed industry growth.
The program demonstrated tangible benefits in supporting the profitability and sustainability of the Australian persimmon industry, laying the foundation for continued industry communication and extension efforts.
This project was a strategic levy investment in the Hort Innovation Persimmon Fund.