Perfecting the message on silage quality

Grass silage is an integral part of cattle production in Ireland and yet silage quality has remained stagnant over the last 30 years, despite a vast amount of research carried out on producing better quality silage. The average dry matter digestibility (DMD) of silage tested in Ireland is between 64-67% DMD. This study is focused around assessing and implementing extension methods focused on silage quality and providing recommendations on which extension methods best support the adoption of management strategies which improve silage quality. The findings of this study has shown that silage focused extension methods can be effective in getting farmers to adopt and implement new management strategies which will improve silage quality. This study is an intervention based study and assesses adoption as a process examining both adoption and implementation of the management strategies discussed. This study has shown that working to improve silage quality is a process and advisors need to focus attention on silage quality throughout a number of key stages throughout the year. It also highlights the role that perceived behaviour control has on intentions related to silage quality. It demonstrates the need to motivate farmers, create awareness and belief in the role silage quality has to play on their farms, and how to successfully get the farmer to feel that they can control the quality of their silage. The KT strategies recommended in this study is focused on this process to effectively communicate the message on silage quality.