Overview
Working collaboratively with the Fresh Produce Safety Centre, our team took a close look at small growers of leafy greens and berries to map out the network and the resources available to them and develop a set of strategies, insights, approaches and activities for food safety authorities to utilise in future community outreach targeted at a range of small grower segments.
The challenge
Fresh berries and leafy greens are two of the most vulnerable crops to contamination of harmful diseases that can make their way into the food supply chain. Small growers make up one of the most challenging demographics to regulate and provide access to education.
To build an effective outreach strategy, it is critical to take a human-centred approach to understand grower needs and behaviours toward food safety. The biggest challenge is that, at both local and global levels, the research around this subject is sparse and fragmented. Small growers that are not part of a food safety scheme are also hard to trace and identify. This leaves regulators and peak bodies unable to understand the requirements around formulating an effective and user-friendly outreach strategy.
The Project
Through collaboration with FPSC ANZ and with contributions from Berries Australia and VEGnet we:
Interviewed small-scale growers and experts in the space.
Sent out surveys through farmers markets, in person and through targeted social media groups and platforms.
Conducted an international literature review
Conducted geographic mapping, ecosystem mapping, available resource mapping and grower segmentation through first-hand research and literature reviews.
Aligned methods of learning, grower segments and outreach channels in our recommendations.
Provided examples of outreach materials as well as developed print-ready materials.
The Result
This project has resulted in equipping authorities and organisations with a comprehensive understanding of small-scale grower behaviours and needs around food safety practices. Our guidance comprises of tailored communication channels and approaches, as well as 13 guides targeting growers, to help them prepare for existing and changing regulatory environments.
The Future
We look forward to seeing the effective outreach materials and programs that utilise this work. The intention is for the grower guides to be translated in a range of languages suitable for identified culturally and linguistically diverse (CALD) grower communities and diverse needs.
What we delivered
3 sets of insights based on 26 documents reviewed, 35 interviews and 29 survey responses.
4 grower segments with recommended educational methods and outreach channels, as well as alignment to a guidance and recommendations matrix.
1 resources map, 1 ecosystem map and 7 geographic maps of Australian states showing grower demographics and density.
13 Education Modules and illustrated grower guides for growers.
A set of outreach material examples.
