A Learning Model of Technology Transfer for the Kiwifruit Industry

In July 2003, ZESPRI International merged the Technology Transfer team that had historically been focused on achieving uptake of new technologies with ZESPRI Innovation, the team that had been responsible for the development of new technologies. This change has combined skills in research, development and extension into a single, co-ordinated grouping to improve grower profitability through a greater contribution to supply chain developments and grower learning. The Industry Development strategy of ZESPRI Innovation is based upon a model of industry learning. The model takes into account the needs of a range of stakeholders in the supply chain, the technologies, the necessity for the industry to have clear market signals, and the different learning styles of growers. Applying the model will involve ZESPRI staff in traditional industry development events such as field days and industry development communiqués (e.g. newsletters) and a website, together with new technology development projects e.g. monitor orchards and “industry is the lab” projects. ZESPRI Innovation is moving beyond a historical “recipe-based” approach in technology transfer, to one that empowers industry participants to make effective commercial decisions based upon their own learning and knowledge. The application of developments in learning theory is an important component to the new strategy and to its on-going development.