The New Zealand Merino Company Limited is leading a programme to create new opportunities and value for New Zealand’s sheep industry by transitioning growers to finer-wool genotypes and enhancing productivity on current and future fine-wool farms. This paper describes the approaches being undertaken to effect these changes and in doing so grow the value of the fine-wool sheep industry of New Zealand. A strategy has been developed that is focussed on changing the knowledge, attitude, skills and aspirations of producers and their key influencers. The strategy has a range of activities that can be grouped into the broad areas of development, awareness, recruitment and engagement. Importantly the on-farm strategy is matched with significant investment in careful product differentiation and improvement of the flow of information and value through the supply chain.
Proceedings of the New Zealand Society of Animal Production, Volume 74, Napier, 191-195, 2014
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