Field days building our profile

The Wimmera Machinery Field Days offers a compelling insight into the future of the agriculture industry.

Wimmera Development Association chief executive Chris Sounness said the long-awaited return of the field days, following COVID-19 lockdowns and restrictions, offered a unique chance to learn about agriculture innovation, impact and benefit – from a diversity of people and industries.

“The Wimmera Machinery Field Days is a significant event for our region,” he said.

“As with all our major events, it attracts people from within and outside the region and gives a real boost to accommodation and service businesses.

“For our region to grow, we need to showcase it well – and the Wimmera Machinery Field Days does a great job at building our profile.

“It focuses on our competitive advantage – agriculture and food production – and brings people from across Australia to highlight innovation and where agriculture is moving to next.

“During the past few years, without the field days, many farmers and those involved in the agriculture supply chain haven’t had a chance to fully understand what’s going on in other parts of the supply chain.

“If we want to be innovative in the region, it’s so important there is interaction between people from different regions and industries so new ideas can percolate and be utilised.”

Mr Sounness said truly understanding the potential of innovation in agriculture could have significant and widespread benefits.

“People are getting their mind around how much innovation is involved in the machinery on offer in 2023, for example, and it’s really exciting – because it will drive a lot of the productivity and growth that the agriculture industry needs to remain competitive,” he said.

“There is a growing realisation, among the supply chain, that understanding market demands and what major export partners are requiring from our produce is more important than ever, going forward.

“Regions such as Europe, South Korea and Japan are all demanding food and agriculture produce from where they understand how products are produced – and they are willing to pay a premium.

“Gaining a greater understanding will enable producers to meet the expectations of Asian and European markets.”

Mr Sounness said as legislative targets were introduced, it was also important that producers considered their ability to lower carbon emissions. “Ag-tech and innovation is a key way to allow that transition to lower-emission farming, which will then mean we can better meet our key export partners’ needs for produce that is produced with the lowest possible emissions,” he said.

Mr Sounness, who worked in agriculture throughout his career, said the diversity of career pathways in the industry could ‘reinvigorate’ the next generation.

“The amount of investment from the technology industry in agriculture has meant that there has been a real focus on innovation in agriculture and this is attracting the next wave of innovators and entrepreneurs who are keen to work in the industry on farms, or serving the agriculture supply chain,” he said.

“It’s a really exciting time and there are so many different pathways to take your career.”

Wimmera Development Association is leading a new initiative that aims to sell Wimmera-made food products from the region’s supermarkets.

Wimmera Harvest Fare, a collaboration also involving Wimmera Mallee Tourism and the Centre for Participation, will launch this month.

It was borne out of a State Government program that attempts to upscale business operations of small-scale and craft food products.

It will ensure 13 participating food producers from across the Wimmera will have their packaged product in a self-contained Wimmera-food section at 10 independent supermarkets.

Mr Sounness said the field days’ ‘Local Market Square’ would complement the Wimmera Harvest Fare initiative.

“We’re working hard to increase the availability of local produce in our local retail shops and supermarkets throughout the region,” he said.

“Wimmera Harvest Fare is a label we hope will enable both local people to buy local produce, and, equally as important, for businesses in the region to buy goods that are produced locally.”