Professionalism in agriculture means following best practice — sustaining the land for future generations, caring for livestock and crops, and ensuring operations remain economically sound. For many of us, this has been a way of life for generations. But increasingly, that is no longer enough.
We now live in an era governed by what I call “the court of public opinion” — often referred to as ‘social licence.’ This is now one of the greatest deciding factors in whether we can continue doing what we do. And the implications for our industry are profound.
The recent federal election result and Labor’s mandate to end live sheep exports confirmed what many of us feared: a well-funded, emotionally charged campaign can dismantle an entire industry — despite best practice, despite regulation, and despite science. Not even the human face of the industry was enough.
This is not about correcting poor welfare standards. It is the result of a deliberate strategy executed by groups determined to reshape the country according to their own values. And now, buoyed by their success, they’ll continue louder, stronger, and more energised.
Inner-city voters watching viral videos?
Suburban families voting with their wallets?
Foreign consumers disconnected from our climate, costs or compliance standards?
Increasingly, it’s not farmers, transporters, processors, scientists or regulators who get the final say — it’s the squeakiest wheel that gets the oil. And in this space, our industry is at a disadvantage.
Activist groups don’t need to be right — they just need to be loud, emotive and visually compelling. Science and economics move slowly. Outrage and social media do not.
Some in the sector saw the end of live sheep exports as a necessary sacrifice — a trade-off to satisfy public sentiment. But history tells us that giving an inch only leads to losing a country mile.
Consider what's already under fire:
Long-haul livestock transport
Feedlotting and meat processing
Intensive cropping practices vital to food security
Even mining and freight — the very systems that underpin our economy
This isn’t reform — it’s death by a thousand cuts.
Being compliant isn’t enough. Being ethical isn’t enough. Being right isn’t enough.
We must be visible, united, and strategic.
We must:
Take back the narrative, showcasing our professionalism, care and science
Educate the public before misinformation fills the void
Lead the standards, not wait to be told what’s acceptable
Stand together across sectors, because when one falls, we all edge closer to the line
The live sheep ban isn’t just a policy decision. It’s proof of concept — showing how public perception can reshape entire industries, regardless of performance or evidence.
Recent commentary in the media and parliament has shown how easily misinformation takes hold. Misrepresented data, emotional anecdotes, and agenda-driven messaging can paint an unjust picture of what we do.
And we’re already doing the work:
A national animal welfare accreditation upgrade and driver training academy are raising the bar
Operators are investing millions in equipment to deliver commodities in the best possible condition
We're driving productivity improvements that benefit the economy and the environment
Our professionalism on the road has never been stronger — but we still have work to do
By being inclusive, open, and willing to help others understand what we do and how well we do it, we help ensure our long-term sustainability as an industry. Let’s make sure our story is understood — and appreciated.
Last week, I flagged the risks of a split between The Nationals and the Liberals — and how the lack of a strong, unified opposition could undermine good governance.
The Nationals had clear policy positions that supported rural trucking. So it’s pleasing to see the two parties come to their senses and reunite with shared values in mind.
Let’s hope we can now get back to doing what we do best — running our businesses and supporting the communities and supply chains that rely on us.
Until next week, stay safe.
Anthony
Together, we are stronger.