The Prime Pasture Program - using marketing concepts to achieve technology transfer

Abstract

The Prime Pasture Program was set up to increase the success of perennial pasture establishment. The program was a practical example of successful technology transfer from applied research to farmer adoption. It was based on a marketing approach akin to the launch of a new commercial product, involving a unique partnership between government extension services, agribusiness and farmers. The processes of product development, advertising and product support are described together with the outcomes from this approach. Evaluation studies revealed wide recognition of the project’s messages and a high degree of satisfaction by producers who adopted the technology.