Program Leader
Adoption and Commercialisation
Benefits to industry
Overall the Sheep CRC is expected to increase industry profitability by $1285 million over the next 25 years. This Project will ensure the research findings and products developed are adequately adopted by the sheep, wool and meat industries to achieve this outcome through:
- Producing all products through a New Product Development framework which fully integrates research with adoption to achieve high levels of industry utilisation.
- Engagement of supply chains for both sheep meat and wool to create demand for CRC products, “pulling” them through the supply chains to increase adoption.
- Monitoring the economic impact of the CRC’s products in the industry.
Key areas of work
New CRC products will be integrated into industry through:
- Close end-user involvement at all stages of research and development so that the products match industry needs.
- Commercialisation to position the product’s intellectual property for long term industry use.
- Marketing analysis and delivery to develop demand.
- Training development to provide the skills for optimal use.
Communication
Benefits to industry
The CRC will reach all sectors of the sheep industry, including the wool and meat sectors, developing awareness of the CRC’s products and the benefits and opportunities they offer, encouraging adoption and use.
Key areas of work
Communication will involve:
- The Sheep CRC website – the primary communication channel providing whole of market access to CRC information domestically and internationally.
- Update Bulletins – emailed advice on website updates to at least 2000 producers.
- Quarterly Newsletters – emailed and mailed to at least 8000 producers .
- Sheep CRC Information Nucleus Open Days – run in each of the eight Information Nucleus flock sites annually involving at least 1000 producers.
- Media releases – through rural and metropolitan press, radio and TV to the 35,000 producers nationally.
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CJ Hawkins Homestead, University of New England, Armidale NSW 2351