Emerging ag leader eyes big organic growth

Ag leadership winner's bigger prize - making organic farming mainstream

Rabobank emerging leader award winner and ambitious organic farmer, Nathan Free, Lake Bogo, Victoria receives his award from Rabobank's Australia and New Zealand managing director, Peter Knoblanche.

Rabobank emerging leader award winner and ambitious organic farmer, Nathan Free, Lake Bogo, Victoria receives his award from Rabobank's Australia and New Zealand managing director, Peter Knoblanche.


Nathan Free says organic food can be a bigger part of the consumer shopping basket


Victoria’s largest organic producer, Nathan Free, has his eyes set on becoming Australia’s biggest organic farmer with up to 4000 hectares of irrigated row crops and orchards.

The winner of the 2017 Rabobank Emerging Leader Award has given himself a tight five year timetable to grow what is already a significant organic farm enterprise from its current 300 hectares.

Duralgai Horticultural near Swan Hill in northern Victoria grows 23 lines of fruit, vegetables, fodder and cereals.

Primary crops include broccoli, cabbage, cauliflower, pumpkin, zucchini and beans in row crops.

He relies on on crop rotation to build the soil and plant health as well as a big -scale organic composting operation on-farm.

Mr Free the production manager of the family business, was presented the trans-Tasman award at the annual Rabobank Leadership Dinner, in Melbourne on Thursday.

Presenting the peer-nominated and judged award, Rabobank Australia and New Zealand Group managing director, Peter Knoblanche, described Nathan Free as “a force to be reckoned with” in the horticulture industry.

His ambition was to make organics mainstream and a bigger part of the consumer shopping basket.

Mr Free holds committee positions with Horticulture Innovation Australia and Ausveg as well as being a local representative on the Goulburn-Murray Irrigation District.

He was also named the Young Grower of the Year in 2014 at the Ausveg National Awards for Excellence.

“As someone with a huge thirst for knowledge, and passion for organics, Nathan’s potential is enormous – to not only grow his business, but to exponentially grow the retail market share of organics,” Mr Knoblanche said.

Mr Free concedes his growth ambitions are a “big goal”, but his aim was “not to be the biggest, but the best”.

“I need to keep an open mind all the time, as otherwise some ideas or opportunities will slip by,” he said, “and this has given me a huge fuel and a huge energy to be able to push into organics well into my future.”

He said there was huge potential for the organic industry to develop, and market data showed demand was increasing exponentially.

But the more demanding crops and the ability to achieve higher yields had held the industry back.

“Organics currently make up three per cent of the total retail market here in Australia, where as it is around 10pc in the US,” he said.

“And in some supermarkets in The Netherlands it is rare to find conventional produce like lettuce, which are being replaced by the organic equivalent.

Since returning to the family business nine years ago, 29-year-old Mr Free has helped transition his family’s fresh produce conventional farming blocks in the Goulburn-Murray Irrigation District into a highly-productive operation.

The family’s business has evolved a greater customer focus with on-farm packaging facilities to distribute produce directly to major supermarkets and wholesalers, as well as to export markets – including the Netherlands, Hong Kong and Dubai.

“Nathan’s focus on the end-consumer drives every decision, whether that be around what variety to grow or how to present the produce in its packaging, and it is this mindset and thought leadership that has seen him propel his business to where it is today,” Mr Knoblanche said.

Mr Free, who is also managing director of marketing business Wattle Organic Farms and sole director of Evolution Agriculture (an organic consultancy business), said the emerging leader award had left him speechless.

“And I don’t often get speechless.”

With a lifelong association with farming, having grown up on the family property at Lake Boga in Victoria’s north-west, he had started growing vegetables at the age of 15, selling them at a roadside stall.

“If I could give myself a piece of advice when I started farming, it would be to make sure I always kept an open mind,” he said.

“Being in organic farming, the perception is that I must be very open-minded, but you can sometimes close yourself off, or think you know it, but you never know it all.”

As someone who believes leadership is based on “good knowledge of what they’re doing”, Mr Free was always keeping his eyes open to see how people innovate or do things differently.

This was the main reason for pursuing a Nuffield Scholarship in 2015.

He travelled through America, The Netherlands, Hong Kong and France to study sustainable organic production methods.

“Before Nuffield, I got my information from neighbours, the internet and industry newsletters,” he said.

Since his Nuffield travels, Mr Free said he would like to see greater collaboration within the industry through the development of an organic research farm (similar to one he saw in the US), where growers and researchers could learn from each other by testing and trialing ideas around varieties, weed suppression, soil health and nitrogen levels.

“Can you imagine if everyone put their cards on the table and could trial ideas without testing their own back pocket?” he said.

“I would love to be involved in something like that to get the organic business really up to speed.”

“I’ve tried taking a leaf out of the modern agricultural book and brought back some of the precision agriculture techniques to drive the efficient production of organic row crops,” he said.

“The organic industry shouldn’t sit at the sidelines to the conventional industry, rather it should be able to stand up.

“Frankly, I would just like to see organics taken seriously.”

As part of his Rabobank award, Mr Free will receive business mentoring sessions with the 2017 Rabobank Leadership Award winner David Crombie – who received the flagship award in recognition of his extraordinary contribution to the meat industry, and the wider agri sector.

Mr Free will also gains a place on Rabobank’s executive development program in 2018, an intensive business management program for leading farmers in Australia and NZ.

He  and Mr Crombie received their awards at the Rabobank leadership dinner where keynote speaker was Bega Cheese executive chairman and 2011 Rabobank leadership award recipient, Barry Irvin.

Previous Rabobank emerging leader winners are fresh leaf herb producer Jan Vydra; South Australian viticulturist, Zachary Caudo; Queensland beef producer, Bryce Camm (Camm Agricultural Group) and Australian Institute of Food Science and Technology boss Georgie Aley.


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