Mr Toohey said that all producers should strive to be LPA accredited. “This allows producers to use the LPA-stamped NVD when selling their livestock, giving them a distinct marketing advantage over those without an NVD,” said Mr Toohey. More information on the changes can be found here: www.animalhealthaustralia.com au/new-approach-jd-cattle. WHAT WE LEARNT FROM THE JD IN CATTLE IMPLEMENTATION PROCESS AHA hosted a workshop in October 2017 to reflect on the JD communications process. Using the campaign as a case study, our members, partners and stakeholders came together to identify what worked and what didn’t and how future communications campaigns could be improved. These findings have been taken on board by AHA and the other parties involved and will inform the development of future communications campaigns – ensuring future messaging to producers and members of the supply chain reflects the diversity of audiences and meets their information needs. “Under the new system, producers can still trade even if JD is found on their property” Key findings from this workshop • For many producers, much of the messaging around the JD in cattle changes missed the mark. Reasons for this varied, from too generic an approach to the messaging, to a lack of specificity regarding differences in the application of the policy to different species or in different jurisdictions. • The rationale that supported the recasting of the former policy and the introduction of a different one remained unclear for many producers, making it difficult for them to buy into the change. • Too much time passed between news of a refreshed JD policy being made ready for launch and the producer community coming to understand the practical significance of the policy for the conduct of everyday business. THE LINK AUT/WIN 18 13
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