Needs assessment for cooperative extension dairy programs in California

Abstract

The present study aimed to identify dairy producer needs and how best to direct and deliver cooperative extension (CE) programming. In March 2017, we mailed a needs assessment survey to grade A dairy producers in California (n = 1,080). The response rate was 15.4% (n = 166) and herd size averaged 1,405 milking cows (range 83-5,500). The geographic distribution of survey responses was representative of the distribution of dairies throughout the state. Producers were asked to indicate the level of concern for a predetermined list of 11 issues. Rank of concern had 3 numeric levels: (1) very concerned, (2) somewhat concerned, or (3) not concerned. Mean and percentage of responses in each rank for each issue topic were calculated. The top 5 concerns/obstacles indicated were (1) milk price, (2) labor availability/quality, (3) environmental issues/regulations, (4) labor costs, and (5) water quality/availability. Surveyed respondents were also asked to determine the level of priority of a predetermined list of 13 CE research and educational opportunities. Producers ranked topics as low, medium, or high priority. The 5 highest priority research topics were (1) herd health, (2) environmental issues, (3) reproduction, (4) milk quality, and (5) water quality. The 5 highest priority educational topics were (1) herd health, (2) milk quality, (3) reproduction, (4) environmental issues, and (5) calf and heifer management. Producers were then asked to identify the target audience for CE information delivery and preferred information delivery method. Most respondents indicated that the target audience should be dairy owners (93%) or managers (66%). Fewer producers indicated a target audience of dairy employees (27%) or allied industry (23%). Preferable information delivery methods were newsletter or magazine articles (81%), half-day/short meetings (47%), and on-farm training/meetings (39%). Webinars and 2- or 3-d destination meetings were the least preferable methods (27 and 9%, respectively). Survey results will serve to develop future dairy cooperative extension programs in California.

Keywords: cooperative extension; dairy; needs assessment.