what we think.

Thanks to technology and our hyper-connected world, the marketing game is changing. Where a big marketing campaign once meant carpet-bombing advertisements across TV and newspapers, today one perfect product placement will carry a punch undreamed of before the internet amplified human affairs. That placement doesn’t have to be intentional, as Paspaley pearls discovered when Meghan, Duchess ...
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Anyone who has spent time in Sydney knows that it has become so congested that it is at best inefficient, at worst dysfunctional. Melbourne, long proud of its "world's most liveable city" claim, is starting to collapse under the weight of its fast-growing population.[1] Brisbane seems to be constantly pouring new concrete, yet is steadily becoming more clogged. The answer lies not merely in ...
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By Robbie Sefton Here’s a paradox. In that vast area of Australia outside major cities known – often dismissively – as “rural and regional areas”, the education sector is one of the biggest employers. And yet educational outcomes for the regions are well below those of cities. In the major cities, nearly a third of working-age people have a university degree. In the “inner regions”, the ...
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By Robbie Sefton So much hope invested in that weekend rain front: and much disappointment followed. Inevitably, though, this drought is going to be with us for a long time to come. Even when the rain deficit corrects itself, farmers will be carrying a drought-induced financial deficit on their books, perhaps for years. Since Alistair and I moved our farming business from Western ...
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By Robbie Sefton Every successful enterprise has good management at its core. That includes Apple, which recently became the world’s first trillion-dollar company, and the family farm. Successful entrepreneurs are applauded for building their enterprises single-handedly, but inevitably, entrepreneurial success is built on a solid foundation of good management and the largely unsung people who ...
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By Robbie Sefton Like many, I enjoy looking for great books, podcasts or stories about people who make a difference and truly contribute to others’ lives by sharing their learnings. Recently I listened to an ABC Radio National podcast called “Freedom and responsibility”, which was an interview with former Netflix chief talent officer Patty McCord. McCord’s views resonated with what I’ve ...
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By Robbie Sefton How are we going? Sometimes we need to sit back and take stock. That applies to our own lives and businesses, and to our agriculture sector as a whole. This is also easier said than done, as I am only too aware. There are always things that must be done before we take a break — and while we do those things, there goes the day/week/year. It has been five years since I had the ...
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By Robbie Sefton Drought is an inescapable part of farming we all face in Australia. Because its impact is so wide – affecting output, productivity and income – it is also probably one of the biggest challenge farmers and the service providers they use face. Bureau of Meteorology data shows we have just had the third-lowest April rainfall on record across southern Australia, with the lowest ...
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By Robbie Sefton It’s been getting some bad press, but I love this digital age we have arrived at in the 21st Century. In common with 95% of Australia’s adult population, I carry with me a small slab of glass and metal encasing far more computing power than was used to put people on the moon. There is a full office in this little device: it allows me to communicate, read documents and ...
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By Robbie Sefton On the farm, we have just wrapped up a month of shearing. All went well, except that this year’s shearing went a week longer than usual with the same number of sheep. Our excellent contractor was, as usual, efficient and brought a good team of shearing pros. But for three weeks, he was down two shearers. There is a world shortage of shearers. This has hit especially hard ...
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By Robbie Sefton   We have been hearing a lot about “agtech”, a phrase that frames a lot of things, from sensors to drones to Big Data to smartphones. Technological advances are at the centre of the ambition expressed in a new National Farmers Federation/KPMG report, recently launched by the Prime Minister, to have Australian agriculture grow by 70 per cent to be a $100 billion ...
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By Robbie Sefton Farming has become an immensely complicated and information-intense occupation, to the degree that some farmers have begun borrowing a centuries old strategy from corporations to support their business. For more than 500 years, corporations have outsourced some of their intelligence gathering and decision-making to boards of directors. Faced with an avalanche of ...
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By Robbie Sefton As our elected representatives begin the Parliamentary year in Canberra – amidst some fairly unpleasant controversy – I’ve been thinking a lot about what leadership means. As Deputy Chair of the National Australia Day Council I’m lucky to meet some of Australia’s most inspiring community leaders. This extraordinary group of people – 32 finalists in all, from each State and ...
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1 February 2018 By Robbie Sefton Are we ready for alternative meat? By “we”, I mean those of us who run livestock for meat production. Perhaps within 10 years, certainly within 20, we are not going to be the only ones in the animal protein game. Plant-based products from companies like Beyond Meat are on the market, and are apparently quite tasty. Beyond Meat has a cast of athletes ...
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Resilience, tenacity and authenticity are in abundance in rural Australia. We also tend to be conservative, and don’t always throw ourselves readily into change. And why would we, when the weather, markets and the innumerable variables of farming dish out plenty of surprises? The farming life has enough unknowns without volunteering for more. But change is also the condition that produces ...
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Farmers must be resilient to survive in the business. In any given year they deal with fires, floods, storms, drought, rain at the wrong time, pests, disease and market fluctuations. However, they also have to be innovative and not afraid to be different – two things Seftons is passionate about. The need for innovation and striving to be different were highlighted during the Farm Writers’ ...
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Agriculture’s permanent war on invasive species sometimes feels like a version of modern warfare. Despite an immense and growing arsenal of weaponry, the adversary keeps coming, consuming more and more of our time, attention and capital.  The cost is astonishing. Australian agriculture loses between $3.5-$4.5 billion a year to weeds, in lost production and control costs. Invasive animals are ...
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