This project examined why some raspberry and blackberry growers find it difficult to adopt best practice and identified practical ways to address these challenges. The work was driven by the need to lift productivity, sustainability and overall industry capability, particularly for growers from culturally and linguistically diverse backgrounds.

The research developed a clear set of recommendations that can be used to improve how extension and support activities are designed and delivered to better meet growers’ needs.

The project used social research to build a strong understanding of the rubus industry, with a focus on the Woolgoolga region in NSW. This included demographic profiling, a detailed look at the local farming community, and interviews with growers, service providers and advisors, including face‑to‑face discussions with Sikh rubus growers. This approach helped identify and prioritise the main issues affecting adoption of best practice.

Five key barriers were identified: limited financial incentives or access to finance, complex environmental regulations, difficulties in engagement, lack of time and labour, and cultural considerations.

The project found that extension is most effective when it clearly shows business value, uses simple and trusted communication, fits around growers’ work pressures, and respects cultural preferences. These findings will support more practical, targeted extension and stronger uptake of best practice across diverse horticultural communities.