The Wimmera-based winner of a prestigious Nuffield farming scholarship is hoping to get more direct feedback from his consumers, having spent the past few months learning how farmers overseas do this.
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Anthony Close received the $30,000 scholarship in August to investigate ways in which the merino can once again play a central role in Australian agriculture.
Since then, he has travelled to the United States to tour cattle and spinach producers' facilities, to Brazil to meet with agribusiness owners and to the Overijssel province in the Netherlands.
Last week, Mr Close joined the Wimmera Farmer for a conversation from New Zealand, where he visited wineries, a distillery, garlic, sheep and beef farmers.
"It's probably a lot more consumer-focused overseas than in Australia. A lot of places are much more in touch with what the consumer wants, and have evolved their farming practices around that," he said.
"Rather than us farmers trying to farm the best way we can and then forcing that on the consumer, it's a consumer-led world out there.
"We've looked at a lot of horticulture where they're a lot closer to their consumer than Australian wool or dairy farmers are to theirs.
"They're getting direct feedback from their consumers and educating, so working on closing the gap between consumer and farmer will be beneficial."
The 26-year-old is manager of his family sheep and cattle farm Kurra-Wirra, in Culla south of Harrow and has an Agricultural science degree at LaTrobe University.
"Some of the doors Nuffield has opened, you're just in awe of some of the people you talk to - agriculture ministers all over the world, some of the best farmers and marketers, and they're all very welcoming," he said.
"There is a network of 1400 scholars worldwide and I know if I'm ever in that part of the world and need something they're happy to help out."
The trip across the Tasman will form part of the 16 weeks total of international travel Mr Close will undertake as part of the scholarship.
"I've got another two months of overseas travel to do between now and Christmas time on my chosen topic," he said.
He will present his findings in the form of a 10,000 word report in 2020.
Applications for this year's scholarships are now open.
Mr Close said anyone who wanted more information could get in touch with him by messaging anthony@kurrawirra.com.au.
Michael Craig of Harrow, Dean Johns of Dooen, Steven Hobbs of Kaniva, David Jochinke of Murra Warra and former Member for Mallee Andrew Broad are also past Nuffield Scholar winners.