Sammendrag
The SusCatt project investigates alternative systems to improve sustainability in European cattle production, taking different approaches in Norway, Sweden, Germany, Poland, UK and Italy – all making greater use of pasture and forage, reducing damaging or external inputs. Rather than us deciding on how we tell everybody about findings, one project task is to ask potential audiences about their sources of information – how they gain knowledge? Ideally, this will offer guidance on an effective dissemination strategy. Project messages are relevant to multiple sectors: farmers, extension workers, consumers and policy makers. Attempts were made to survey these multiple stakeholders. We collected 236 opinions and found considerable variation, not only between groups but also between the same sectors in different countries. The most popular and highest-ranking sources overall were traditional press formats of newspapers and magazines. On the other hand, accessing information from social media was very polarised; almost non-existent for German and Polish stakeholders but widely used by UK farmers (possibly skewed by the dominance of face-to-face rather than on-line data collection). Findings suggest that each message from research projects needs a customized approach in dissemination, depending on the target audience and their regular habits of sourcing information
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