@conference {3678,
	title = {Strategies to grow the value of New Zealand{\textquoteright}s fine-wool sheep industry},
	booktitle = {Proceedings of the New Zealand Society of Animal Production},
	volume = {74},
	year = {2014},
	month = {06/2014},
	pages = {191-195},
	address = {Napier},
	abstract = {The New Zealand Merino Company Limited is leading a programme to create new opportunities and value for New Zealand{\textquoteright}s sheep industry by transitioning growers to finer-wool genotypes and enhancing productivity on current and future fine-wool farms. This paper describes the approaches being undertaken to effect these changes and in doing so grow the value of the fine-wool sheep industry of New Zealand. A strategy has been developed that is focussed on changing the knowledge, attitude, skills and aspirations of producers and their key influencers. The strategy has a range of activities that can be grouped into the broad areas of development, awareness, recruitment and engagement. Importantly the on-farm strategy is matched with significant investment in careful product differentiation and improvement of the flow of information and value through the supply chain.},
	issn = {1176-5283},
	author = {Ferguson MB and Rutherford S and Hamilton N and Hargadon M and Trompf JP}
}
