Learning from the group : a case study of the focus farm project in Gippsland, Victoria

This thesis examines the dairy industry 'focus farm project, in Gippsland, Victoria. This study evaluates the effectiveness of the focus farm project as an extension-learning program at the three farmer levels - the focus farm family, the support group and the wider local dairying community. It explores the process of the project, including the communication tools, the facilitated group approach and seeks evidence of the decision-making process. The focus farm project intends to improve on farm production efficiency through improved decision-making processes. It utilises consultant led, facilitated farmer groups. The three focus farms in this study include Labertouche, Nambrok and Yarram districts. The farmer groups are exclusive, and the wider community has access to the program by invitation to farm open days twice a year and through monthly industry newsletters. Qualitative and quantitative research methods were used to assess the focus farm project, including participant observation, semi-structured and structured interviews and thematic document analysis. A participatory action research (PAR) approach was undertaken to identify the applicability of farmer self-evaluation in future projects. This model was referred to as the 'second generation contact model'. It suggests the possibility of creating a bridge between support group members and the wider dairying community that both can use to verify and legitimate project inputs and outcomes. The findings showed that the understanding of the project aims and objectives were varied among the three farmer levels in comparison with the original intentions reported in the policy documents. The principle aim of the project, improving the decision making process, was not well articulated among focus farm groups. This is attributable in part to a lack of planning and focus at all levels on making the decision-making process transparent. The project model has the potential to integrate complexity and sustainable management practices into the focus farm discourse. There is evidence that farmers are interested in integrating approaches. The 'facilitated group approach' was not effectively demonstrated in the current project model. Instead, the findings indicate the project followed a personalised consultant model. The groups' identity was also influential in the project outcomes and activities. Similarly, participation of the wider community was affected by the group identity. Finally, the PAR approach provided a unique experience for core group members to contact the local dairying community and identify their opinions of project benefits. The results of the interviews has led to the conceptualisation of the 'second generation model', that is, farmer participants self-evaluating their core group management as well as supporting the focus farm family; and taking responsibility to disseminate focus farm decisions and activities outside the immediate group. In this way they may be understood as extension activists within the wider community. It is anticipated that this aspect of the model may be useful to future group extension activities planned within the dairy and other commodity industries