Development of video-based extension materials for decision-making and practice change in the Australian macadamia industry

The growing popularity of on-line video in Australia is evident from a range of recent studies. Many agricultural and horticultural industries are now utilising video as an alternative approach to information delivery and technology transfer. In 2011, Department of Agriculture and Fisheries staff trialled the use of web-based video within the Australia macadamia industry through its macSmart™ project. This project was funded to facilitate information delivery and exchange to support the macadamia industry's strategic priority of lifting farm productivity. Access to the latest research results and the ability to identify and adopt best practices are essential for improving and maximising productivity. Leading growers are also important sources of knowledge and experience as well as being effective agents for promoting practice change. A key feature of the macSmart project was its focus on grower experience as well as latest research outcomes. An initial two year pilot project focused on the topic of canopy management. Based on the success of this pilot and through industry consultation the focus was subsequently expanded to include soil health, breeding, pollination, pest and disease control, post-harvest handling, orchard rejuvenation and orchard productivity. The project produced a total of 55 video stories over four years. The stores were delivered to industry via a subscriber-only content management system with embedded video content streamed from YouTube. A total of 347 growers, consultants, researchers and other industry stakeholders subscribed to the macSmart site. More than two thirds of users surveyed indicated that the videos had directly contributed to them changing practices on their farm. This paper explores methodologies and results associated with this project