Thirsty vines Summer girdling Compost teas Organic marketing The ...

matter. The various methods that growers
stated they preferred for the delivery of
technology transfer refl ects the variety of
learning styles that are witnessed in the
wider population, that is, a mix of those
who learn visually, by listening or by doing
(kinaesthetic learners). Technology transfer
strategies need to consider these various
learning styles. The recently launched Focus
Orchard Network is likely to fi t all these
learning styles and the need for economic
analysis well. Growers also expressed a
range of preferred delivery methods from
electronic means to individually addressed
letters to hands-on demonstrations. This
refl ects not only the growers individual
learning style of growers but also their
comfort with technology.
Many of the growers in the focus groups
producing the low OGR appear to be typical
of the growers a recent Colmar Brunton
research document described as averse to
change and driven by lifestyle rather than
returns. They are least likely to have contact
with ZESPRI and the communication that
they do want they would prefer to be
delivered by post, not electronically. Given
these growers account for around a quarter
of the grower population, a programme
directed specifi cally at these people to lift
fruit dry matter may be required. The other
groups are either very content with the
systems as they exist or will respond rapidly
to any fi nancial incentive that is placed in
front of them.
In view of the results of this series of focus
groups a number of recommendations
were made. These are discussed below.
CONTINUED RESEARCH INTO
TRUNK GIRDLING.
Many growers wanted to see those vines
that were originally trunk girdled to be
continually girdled so that any long term
detrimental affects on these vines can be
monitored to act as an ‘early warning
system’ for growers.
Growers were also interested in
understanding more fully the impacts of
trunk girdling on fruit storage and fruit shape
and size in the following year. Growers want
to be confi dent that they can use trunk
girdling without increasing the risk of
spreading disease, for example Armillaria, in
the orchard.
RESEARCH TO INCLUDE
COST:BENEFIT ANALYSIS
Growers in the focus groups were keen to
know that tools purporing to lift fruit dry
matter not only worked but gave an
economic benefi t by use of the tool. They
therefore would like any scientifi c trials
reported to also include an economic
analysis on the use of the tool.
LIFTING UNDERSTANDING ON
HOW TO ACHIEVE A ‘LOW
VIGOUR CANOPY’
These focus groups and the research
undertaken by HortResearch, which
interviewed a number of high dry matter
kiwifruit producers, identifi ed a gap in the
understanding of some growers, managers
and contractors on how to achieve the type
of low vigour canopy associated with
producing high dry matter fruit. Considerable
effort is required to lift the level of education
of all those involved in the decision making
and those underneath the vines to ensure
the right things are being done, at the right
time and to the right standard.
Furthermore, there was considerable
confusion expressed within the focus
groups about what was the ideal canopy to
run. This confusion was typifi ed by one very
experienced kiwifruit grower who
commented that they had left everything
one year and the next year they had pruned
everything off – neither strategy made any
difference to dry matter. This grower didn’t
consider that while canopy management is
important, the ‘no summer pruning’ and
the ‘really heavy summer pruning’ are two
extremes and neither extreme is likely to
achieve the desired result and that seasonal
pruning requirements and responses differ.
TARGETED TECHNOLOGY
TRANSFER PROGRAMMES
It is clear that ‘not one size fi ts all’. Growers,
just like the rest of the population, differ in
the preferences they have for accessing
information. Improved understanding of the
learning styles within our industry would be
benefi cial. It is important that any technology
transfer programme considers the range of
learning styles represented within the
kiwifruit industry and provides a bias toward
those who prefer to learn by doing, the
kinaesthetic learner. It is my observation
that those involved in horticulture are most
likely to prefer this learning style.
Furthermore, the Colmar Brunton study
identifi ed come clear groupings of growers
for whom lifestyle rather than returns are a
clear motivator. A strategy targeted at these
growers is required as these growers are
identifi ed as having the least contact with
ZESPRI and are possibly going to be the
most diffi cult to shift in terms of changing
orchard management to lift fruit dry matter.
LINK BETWEEN HARVEST DRY
MATTER AND IN-MARKET TASTE
Further effort is required to convince
growers of the link between fruit dry matter
at harvest and in-market taste. Many of the
growers participating in the focus groups
NZ KIWIFRUIT JOURNAL JANUARY / FEBRUARY 2008
59