Tuesday 29 May 2012

There comes a time in every man's life.................

There comes a time in every man's life, when he must sell his ute because of his wife.

It was time to sell my toy, so today I watched a stranger drive away in my pride and joy.


Although we had to part, my mistress is gone from the shed not from my heart.

It's left a terrible void, she was the only time I could just be a boy.

Wednesday 16 May 2012

Why I said what I said about The Year of The Farmer

During discussions at the recent NFF Blueprint for Agriculture forum in Adelaide, some comments that I made were picked up by a journalist in attendance and included in a mainstream publication, as part of a series of feature articles on current issues in the agricultural industry:  http://www.indaily.com.au/?iid=62849&sr=0#folio=1


The young journalist did her research and wrote a well-balanced article discussing the pros and cons for how the industry goes about promoting itself.  Final copy got chopped to bits by the Editor and made no sense.


Some background

Australia is one of only 15 countries on the entire planet that are total net exporters of food and fibre products.  The majority of all that is produced by our farmers is paid for and consumed by someone overseas; not by someone living here in the suburbs.


Our reputation for food safety and quality is second to none.  Consequently, the rest of the world has plans for us.  I believe that key markets around the world have a much more advanced understanding of what their supply relationship with Australia will look like in the future, as opposed to our own level of current planning.


Perhaps impatiently, some countries are already making their move on us, to secure direct supply rather than a trade relationship. 


With that in mind, here are some of my thoughts.  Gulp!  Turns out these are the thoughts of quite a few others.  Phew!


Right message, wrong timing?

Is The Year of The Farmer the right message at the wrong time?  If I read between the lines, I think I get what it is trying to do because I live and work in the industry - but the message is not for me.  I'm worried that at this critical point of so many contemporary industry challenges, how we are currently describing/promoting our industry may be incomplete and inconsistent.  Maybe even a bit nostalgic.  Others don't have the benefit of knowing what we may actually mean.


I suppose that when you are under so much pressure for so long, you tend to move into a bit of an identity crisis.


But why showcase the industry up to the farm gate and then stop?  What happens to the food, wool and grapes after the farmer has produced them?  So many wonderful value-added products that go all over the world and into Australian homes.  Farming's contribution to national GDP is 3%.  What happens next adds about another 24% or so.  Who are the people doing all this?  Now there's a story.


But wait, there's more to the story.  That 24% includes all the inputs, technology, research and services that are provided to the farmer before anything has been produced.  All things considered 24% GDP from the rest of the industry is most likely into the 30s.  Some of the amazing advancements in this side of the industry has kept farming in the game.  Let's hear about that. 


An idea might have been to spend a year effectively marketing an entire 'agrivision' for Australia.  An exciting tale of 'food, fibre and wine - twenty twelve and beyond.'  A massive celebration of all that we do and the positive impact it has on billions of lives - every single day.  Talk about grabbing the attention of the nation.  What a chance for every Australian to puff their chest out.  They'll appreciate our industry for sure.


At the moment I'm convinced they're still not sure what it is we do.


I'm thinking that this type of promotion about our industry would have effectively delivered two key messages to those we need to be listening right now.  Firstly, educate Australian consumers how their food actually arrives on their plate - not just how it is grown.  Help them make the connection.  Secondly and most importantly, we show our key trading partners a cohesive, vibrant and dynamic value chain that is excited to know them and open for business.


The more I think about it, the immediate and lasting economic return of this type of marketing is easy to see.  Short-term stimulus doesn't cut the mustard on this one.


Feeling unappreciated?

The farmers I know are a resilient lot.  Pretty thick-skinned.  They don't like wasting money.  Heard that a million times.  Worst of all don't let them believe that money is being wasted on them.  No time for walking around slapping each other on the back, there are more pressing issues at hand.  Are they worried that some people might think they are whingers?  Not really.  Might dent the pride a little bit.  Just for a moment.  What are they after?  Real economic returns at the farm gate - RIGHT NOW.  Time is of the essence.  Just get on with business and whoever Australia needs to do that business with, to make it happen.

Catalyst for change

What will success look like in the future?  I'm really interested to know how the performance of current marketing efforts will be measured at the end.  This no doubt needs to happen given the cost and importance that it brings real-time economic results fairly quickly.  We compete with 14 other countries for a share of the export wallet.  % share of wallet = Landcruiser or Mahindra.  Let's face it - sitting at the dinner table at night we measure the performance of other peoples' buying behaviour for our goods produced, by the impact it has on our own individual purchasing capacity.

The degree of separation that now exists in Australia between farmers and the people that consume their products (locally and overseas) is ridiculous.  What happened?  Whole-of-industry initiatives are a great way for industry stakeholders that have been polarised to get to know each other.  It's very important they do know each other.

My guestimate is that farmers and consumers alike are becoming increasingly frustrated at the degree of separation established by mid-market participants.  Funnily enough they are the two most powerful in the whole process.

My tip is that Corporate Cooperatives will feature heavily on the industry landscape in the future.  If you have a mid-market business model, I would start thinking about how you are going to adapt.  The same warning has gone out in many other industries.

The end

It takes information to change one's situation.  My thoughts are just a small contribution to this enormous process we need to have.

Friday 11 May 2012

The best quote I've heard in a long time.

This is brilliant:

If you think you're too small to have an affect, you've never been in a dark room with a mosquito.

These are the words that I live by:

This is the true joy in life.......being thoroughly worn out before you are thrown on the scrap heap......being a force of Nature instead of a feverish selfish little clod of ailments and grievances, complaining that the world will not devote itself to making you happy.

George Bernard Shaw wrote that after reading John Bunyan's A Pilgrim's Progress.

This mantra makes me jump out of bed every morning ready to help myself and help others.

What's your little quote/mantra that you live by?



Thursday 10 May 2012

A huge thanks to the following people from me.

The following extremely busy people have been kind enough to volunteer some time and present their expertise at the inaugural Australian Agribusiness Management Development Program (AMDP) at The University of Adelaide in August 2012:


- Ms Roseanne Healy
- Mr Malcolm Jackman
- Mr Perry Gunner
- Mr Paul Daniel


They lead and represent our agribusiness industry to the highest levels on the national and international stage.  I can't wait to rip into some great discussions/debates with our guest presenters and program participants about all things agribusiness - here and abroad.


It's been a massive task to get this program off the ground; but our leaders know that this industry needs it and needs it now - hence their generosity.  So once again, thanks.


I recently spoke with one of the Big 4 agribusiness lenders.  They told me that one of the biggest challenges their continued relationship with the Australian agribusiness industry is facing, is the lack of management depth and capability.


Launching something new is never easy.  It's even harder when encouraging people to change their attitude is a key element of that process.


Our leaders think we need to change our attitude.  The banks think we need to change our attitude.


What do you think?

Monday 7 May 2012

Did somebody say 'skills shortage' - again?

Careers Expo 2012 at The University of Adelaide - one of the world's pre-eminent sources of future managers and leaders.  Agribusiness nowhere to be seen - again.  Why do I mention this?


Went to the Blue Print for Agriculture Forum hosted by the National Farmers Federation the other day.  The issue of an emerging skills shortage was raised a few times - again.  Also noted that the future generation of the agribusiness industry was not in attendance - again; as per many of the other information-rich agribusiness events that are held for their express benefit. 


Can anyone give me a decent explanation of what a skills shortage is?  Since this topic started hitting the rural headlines I've yet to see one.


Also, exactly where in the industry value chain is it occurring?  

Whilst reading through today's Google Alerts and various other e-updates, the 'looming skills shortage' continues to feature regularly in many articles.  The term 'skills shortage' is now being used so often, I wonder if it is still understood what the term is actually referring to.


Has the issue been sloganised for the benefit of attention-grabbing negative headlines and lost the strength of it's original meaning.  How many people entering the discussion know what they are actually talking about - including me?

I think skills are one element of a much broader people-challenge facing the agribusiness industry.  The other two are labour and talent.  People might think of others.  I think the three are separate elements occurring at different points along the industry value chain.  


The complete issue could then be called workforce capacity, workforce potential or workforce quality.

I recently attended a lunch for the MBA Alumni Association of The University of Adelaide.  Call me crazy but I've started my MBA.  The guest presenter was Mr Philip Morton; a seasoned campaigner in the recruitment industry.  Topic - 'Is there a skills shortage in SA?'  Excellent presentation.


Note to Chesser Street Cellars: when someone is making a presentation in the downstairs room where everybody is already sitting elbow-to table-to elbow, don't have your staff bumbling around in front of everyone trying to clear all the tables.  Doesn't work and no one cares.  I spent half the presentation staring at the back of one of your employees.


But I digress.  Philips comments made me realise that a lot of Australian organisations think the skills shortage (forgetting about definitions for a moment) is some phenomenon heading towards them.

Reality: the skills shortage is already here and has its origins inside many of the same organisations (including agribusiness) that will be complaining about it for years to come and how it ruined productivity and profits - and even some organisations altogether.


How did this beast grow to a size that now captures constant headlines around the nation?  What is it feeding on?


Indifference.

In line with that, Philip's other take-home message was that Australian organisations keep clinging to traditional methods of recruiting and resourcing and it is killing workforce productivity.  Other countries are miles ahead of us with their ability to adapt.  I've actually spent the last few years looking into this and it is true.


When considering which assets we will use to grow, why do we always focus on the productivity of our land and not the productivity of our people?


So come on agribusiness industry; the pioneering, innovative lot that we are - another perfect opportunity to show-case our adaptive qualities and show some leadership.  No more talk-fest and constant articles with no real direction.  Let's at least unite on one thing - our collective future.  Everyone put their thinking cap on.