Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Does the Australian agricultural sector need a common national brand
to promote its products in international and domestic markets?
I fully support the concept a specialist brand approach for Agricultural products domestically and
internationally with a few provisos.
We know that the value of brands is enormous. We see organisations across most industries around the
world promoting their own brands, like Apple, Microsoft, Coca Cola, McDonalds, each representing
different segments and each enormously influential and valuable. We see people who are brands in their
own right John Deere, Louis Vuitton, and Ford (Henry) and this is because value has been created by the
brand.
Because the brand has a value this must also be protected and that is why we need to come up with a
brand that denotes the message we want people around the world to know, understand and recognise. It
will be here for a long time, so must be sustainable, it must denote where it comes from and it must denote
which industry is supplying the goods. We can extend the work already done by Austrade and brand it;
“Sustainability Australia - Agriculture”
To denote our three key identifiers.
The landscape for the Australian agricultural sector will be far different in the future from the one we and
our children live in today. Projections recently issued by Economic and Social Affairs of the United Nations
in their report “World Population to 2300 1 puts the world population by 2050 at approximately 8.9Bn, with
different scenarios putting it anywhere between 10.6Bn and 7.4Bn and continuing to rise to approximately
12Bn by 2100. Likewise the world median age at the turn of the last century was 26 and by the next one it
will be 44, additionally life expectancy is expected to rise from 66 to 97.
Regardless of the current population of approximately 7Bn people, or the future number of people who will
live on this planet, there is one undeniable fact and that is we all need to eat and that is why there will
always be demand for the goods we produce if we position them well and market them effectively.
But, we as a nation are not alone in the agricultural production stakes; We are competing with those
countries around the world, who are also attempting to sell their agricultural goods into those same
markets and they are sometimes more nimble and responsive to change than we are and have, in many
instances lower labour costs, wages, transport and logistics structures.
New Zealand, just across the ditch, is one such country where they are way ahead of us in terms of finding
the “niche” for the goods they produce and have used their modelling to supply markets around the world
for products which have sustainable demand. They have effectively taken control of their supply chains and
marketed their agricultural products to the world and notwithstanding their geographical location, size or
capacity and have, in a relatively short period of time identified where the opportunities were. They then
built a strong sustainable unique national NZ brand in those markets mainly by coordinating their collective
efforts towards clients and prospects (some of which used to be ours) right around the world; NZ– we must
do the same.
1
See http://www.un.org/esa/population/publications/longrange2/WorldPop2300final.pdf
Page | 1
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Understanding this, then means that if we as a nation to build a future that grows, prospers and survives
then the decisions industry and government make today and in the near future, will have impacts and
consequences far beyond the next generation, the next headline, the next election cycle, the next season
or the next annual general meeting.
If we acknowledge that we have structurally transformed into a high cost, but equally high efficiency nation
(in terms of productive agricultural output), that we are unable to produce in sufficient volume to meet
total demand and if we do not currently have the infrastructure or capacity in the short term to grow our
overseas markets.
Then we need to position ourselves with some urgency to address viable solutions which enable us to
bypass our own structural issues and at the same time take advantage of the opportunities around the
world which our “export oriented” agricultural industry provides.
What does Australia have to do (better than anybody) to differentiate
ourselves from our competitors?
The thing we have to do is develop a brand. But not just any old brand, it must be a brand which will stand
the test of time and as a nation we must protect it individually as well as collectively, we must all work
collectively and collaboratively to develop it, promote it and enhance it. But to be effective it must link to
the next two actions.
Firstly, as a nation and as an industry we need to “Rewrite the Agricultural narrative 2 (as Senator Chris Back
stated in his conclusion (page 45) in the “Education, Employment and Workplace Relations References
Committee” inquiry into “Higher education and skills training to support agriculture and agribusiness in
Australia” Agriculture is a great career, a great industry and a vital one for the future of this nation so let’s
get this message out.
Secondly, we have to coordinate better, improve collaboration and unite under a national campaign to
bridge the city country divide, we must instil in future generations a love for and an appreciation of, all
things agriculture3 (see my debate notes from the Waite Research Institute University of Adelaide – Should
agriculture be taught in schools?) and have a cradle to grave awareness, education and training approach4
and we must oil this mechanism and process with government support and industry expertise and liquidity.
The brand does not just need to promote Australian agricultural products; it also needs to promote
Australia. The brand must not only be recognisable locally, regionally, nationally and internationally but we
must set in place ways to continually evolve it, enhance it and protect it. The development of a common
national brand (under a united industry) will provide a direction and a rallying point for everyone in
Australia to focus upon.
So, to promote Australian agricultural products through a national brand makes a lot of sense. We have for
some time been seeing a groundswell of support for this approach with Austrade and their “Sustainability
2
See http://www.ruralskills.com.au/uploads/file/http___wopared_aph_gov_au_senate_committee_eet_ctte_agribuisness_report_report.pdf
See http://www.empiricalcapital.com.au/2014/03/20/debate-at-the-waite-research-institute-university-of-adelaide/
4 See https://waiteresearchinstitute.wordpress.com/2012/10/
3
Page | 2
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Australia - Agriculture” initiative as well as by the Australian Farm Institute itself through Mick Keogh in his
address titled “Australian agriculture needs a brand and a brand champion” to the Rural Press Club of
Queensland on November 27th of last year5.
But unless a holistic national bipartisan political and industry approach is adopted we run the risk of
continuing to fragment our brand Australia message to the rest of the world.
We, as a nation, are a unique bunch of people and that uniqueness is our differentiator, we need to
celebrate it we need to sell it and we need to brand ourselves as one.
There are three things which industry must drive (with government support) to differentiate us and get
“Sustainability Australia - Agriculture” out there and known to all:
1. Have a nationally recognised industry accreditation standards scheme where all product is vetted and
qualified - this accreditation will tell the growing middle classes around the world that if they purchase
“Sustainability Australia - Agriculture” branded products then they are getting the best that Australia
has to offer, and they will be prepared to pay a premium for that product. The food security will be
assured for those prepared to pay and food quality is assured through the Aussie accreditation and
vetting process.
2. Develop an end to end solution and get the logistics right. That means making promises and delivering
on them.
3. Get the quality 100% right (we have seen what happens if food quality is compromised6 (see the recent
contaminated infant formula issues with Fonterra). We have to get the quality right and the world has
to know that “Sustainability Australia - Agriculture” is a niche product supplier and not just anybody or
any country can acquire our products because to maintain quality we have to limit supply. This might
also be due to seasonality factors of our productive output.
This branding and approach will ensure our output increases as resources are reinvested into the high value
high demand products thereby allowing Australian farmers, producers and processors to take advantage of
the growing world demand
These differentiators will ensure competitive demand for “Sustainability Australia - Agriculture” branded
products and therefore attract premium prices.
The brand must be developed and promoted through the three
“dimensions of sustainability”
To begin to understand what makes the Australian brand sustainable and different? (Sustainability
Differentiators) we need to look at the three key dimensions of sustainability. 7 (Please see my presentation
this year on Sustainability in Agriculture at the 2014 International Launch of the International Year of Family
Farming in Budapest Hungary)
5
See http://www.farminstitute.org.au/_blog/Ag_Forum/post/australian-agriculture-needs-a-brand-and-a-brand-champion/
See http://www.reuters.com/article/2014/08/27/us-fonterra-strategy-idUSKBN0GR0LX20140827
7 See http://www.empiricalcapital.com.au/2014/03/20/ian-joseph-presentation-at-the-2014-international-year-of-family-farming-global-forumand-expo/
6
Page | 3
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Social
1. Once we begin to rewrite the agricultural narrative the awareness of the benefits of farming and
agriculture will be known intergenerationally.
2. Instead of a decline in farmer numbers (10 per day over the past 30 years for a number of reasons) 8
there will be a greater desire to keep on the farm and greater desire to get on the farm thereby
enhancing diversity.
Environmental
1. We have strict rules regarding our impact on the environment thereby ensuring continuity of supply
and minimal degradation of the environment.
2. Because we have strong environmental credentials we can and must demand a premium for the
products we produce
3. Because we don’t stress the land our ability to meet the ever changing needs of our clients (consumers)
is enhanced. (Within seasonal lag)
Economic
1.
2.
3.
4.
The branding will generate greater return and therefore be more economically viable
Creates the links between reward and effort, ensuring suitable incomes for producers
Reduces regional and rural unemployment
Enables the development of shorter supply chains giving greater control to the producers and reducing
the number of intermediaries
5. Reinvigorate regional and rural Australia through greater activity
6. Creates greater collaboration
7. Greater tax receipts for governments
These link our national approach to our Aussie philosophy (sustainability denotes we intend to stand the
test of time and regardless of short term issues we will be here for the long term as well)
A prosperous agricultural industry means by extension, that we have a prosperous economy. It makes
perfect sense that industry must facilitate the design, approach and rollout of the “Sustainability Australia
- Agriculture” brand and this also means that governments (at all levels) have a vital role to play in ensuring
that obstacles are smoothed out and pathways created to achieve results. And that together industry and
government begin to bridge the city country divide and at the same time get the message out to the world
about the quality of Australian Agricultural products in terms of food quality, variety etc.
Will it all be smooth sailing?
There will be those in Australia who will not embrace the “Sustainability Australia - Agriculture” brand, I
understand that change for some is difficult but with an inclusive and collaborative, approach all voices will
be able to be heard which address any concerns which might arise. Some who are already niche marketing
their own branded products, (e.g. areas of Tasmania and other areas around Australia) might also see a
national brand as detracting from their own positioning. I believe there is a place for both, the markets
available for our export products have more than enough demand. Individualised marketing, packaging,
regional differentiators or local conditions will be able to go hand in hand with the “Sustainability Australia
8
See http://www.abs.gov.au/ausstats/abs@.nsf/lookup/4102.0main+features10Dec+2012#FARMERS%20IN
Page | 4
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
– Agriculture” brand. They will also be able to leverage off the ongoing work being done at the industry and
government levels.
United national brand, united Australia, united agriculture?
Australia is slowly catching up with some great products coming out of areas throughout Australia, but we
have not reached that “tipping point” 9 of building a collaborative united national brand yet.
Mainly because we are so very far from being united.
As I said in my submission10 to the Green Paper to “Inform development of a national food plan”
The high level of ‘industry fragmentation’ in the Australian agribusiness sector (of which the
food industry is a crucial subset) further restricts all Australian jurisdictions ability to consult
with the industry when developing appropriate public policy responses to issues. This has major
planning and policy development impacts (e.g. infrastructure development, trade enhancement,
policy responses to foreign food security challenges).
Andrew Forest has also called for a “United Australian Agricultural Industry and a united Australian brand,
11
in the article by Karon Snowdon on 2nd August 2014 “Andrew 'Twiggy' Forrest says new deal will position
Australia as China's food bowl”, so to have David Trebeck (a former NFF Deputy Director and David Crombie
( a past NFF President) who in their article titled “NFF Model Failing” in November 2013 said the “Current
farm lobby network based on State organisations should become just one brand…”12
There is a ground swell of support by many informed and experienced people in agriculture for a united
agricultural industry none more so than from the recently elected President of the National Farmers
Federation Mr Brent Findlay who said he is firmly committed to act by putting “everything on the table” 13
Time will be the judge as to how successful he will be. What is clear to all in the country and the city is that
if we are to be successful and sustainable then we must unite as one, speak as one, and the markets for our
products will see the “Sustainability Australia - Agriculture” brand as something unique, special and highly
sought after.
So, if we are to develop a national brand that unites, then our solutions need to be intergenerational and
sustainable. Under the “Sustainability Australia - Agriculture” brand the “business of Agriculture” needs to
be qualified and quantified correctly. Which is proving quite difficult to do
The Australian Bureau or Statistics (ABS) and the Australian Bureau of Agricultural and Resource Economics
and Sciences (ABARES) are in the process of conducting the “National Agricultural Statistical Review” 14
(NASR) as well as stakeholder forums to actually try to understand the numbers they collect because of the
way their numbers inform public policy here in Australia. This review is wide ranging covering off on how
information is prioritised for stakeholders, information “gaps” from existing sources of data, overlaps and
inconsistencies as well as opportunities for efficiencies in the “National Agricultural Statistical Information
System”. This review will go a long way in informing government and industry policy and direction.
9
See Malcolm Gladwell “The Tipping Point”.
See http://www.daff.gov.au/__data/assets/pdf_file/0004/2219710/Agribusiness_Council_of_Australia.pdf
11 See http://www.abc.net.au/news/2014-08-01/twiggy-forrest-deal-aims-for-australia-to-be-chinas-food-/5642838
12
See http://www.theland.com.au/news/agriculture/agribusiness/general-news/nff-model-failing/2678253.aspx
13 See http://www.theland.com.au/news/agriculture/agribusiness/general-news/review-an-nff-priority/2678947.aspx
10
14
See http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/7105.0.55.002main+features32013-14
Page | 5
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
So, whilst the industry needs to unite as one, coordinate better and collaborate more, the brand need to
achieve the same goals. “Sustainability Australia - Agriculture” must be an extension of a unified industry
which is part of a unified national approach.
What will the future look like?
The depth of this fragmentation is evident in the fact that there are an estimated 4000 industry groups
operating in Australia. Just imagine what we as a nation could achieve if we were all “rowing in the same
direction” under one “brand”, imagine the groundswell of support we would get if people who had a voice
had an opportunity to be a heard.
Imagine what future generations of Australian’s would say in the 22nd Century, the headlines might say:
“Early in the 21st century leaders from Government and Industry had the foresight, vision and courage to
unite Australian agriculture under one sustainable aspirational brand. They bridged the city-country divide
with a dream for what they wanted the future to look like, for their children and for the future of this great
nation. What was inspiring was the way all those involved in agriculture came together with one united
voice, those in government put aside their party politics, personal agendas and election cycles and industry
rallied around to ensure solutions were found so that momentum was never lost and our objectives were
always focussed on” It was again a time in Australia’s history where in times of adversity and strife the
great “Aussie” spirit one again rallied to the national cause. We can be thankful to them for where we are
as a nation today. With over 12Bn mouths to feed Australia is carry more than its fair share of the burden in
terms of feeding the world population, we can be very proud of their efforts”
Now imagine if we do not get this right………………………………..
Because as a nation if we fail once again to take advantage of the opportunities which are available to us
we will be condemning future generations of Australian to continually trying to catch up rather than getting
on the proverbial agricultural “front foot”.
What needs to happen now?
Australia is a nation built on deep passion, great struggle and achievement, Dorothea Mackellar got it right
with her poem “My Country” we are a nation which has, at its core the notion that we look after each other
and whatever is wrong, we will “have a crack”, we will work together and we will find a way to fix it.
We have seen throughout our history that when we rally as a nation. we can achieve great things, we have
made contributions to many advances and inventions to the world (medical, agricultural, sporting, industry
life, etc) we always seem to want to do our best even in the Olympics we do better in terms of total medals
than almost all other nations.15 Our culture says that there is absolutely nothing we cannot do, once we put
our minds to it, whatever it might be.
15
See Lowest ranking is 6th in the past 4 Olympics (Sydney 3rd, Athens 3rd, Beijing 4th, and London 6th)
Page | 6
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Well, our agricultural industries are now at the cross roads and we need to rally as a nation to get the job
done, we need to unite as we have done in the past, we need to put our own agendas aside and behind us
and we need to move forward as a united nation to take advantage of the wonderful and exciting
opportunities that agriculture and the future will offer us.
When we solve the national problem of who we are, what we stand for as a nation and what we want to be
know and are recognised for the “Sustainability Australia - Agriculture” brand this will again define us as a
nation united with one aspirational vision, clear objectives, defined strategies and many well defined
pathways to success and action.
It will also give a voice to all who contribute to or benefit from agriculture and put Australia’s voice on the
world stage through our brand. It must start out being a national brand domestically which unites the
agricultural industry and then evolve internationally into the “Sustainability Australia - Agriculture” brand,
this will commercialise and future proof agriculture and Australia for generations to come.
So, as a nation can we feed the world, empirical evidence suggests not, but are we able to sell everything
we are capable of producing and the answer is a resounding “yes we can”. And not just the bulk goods but
all the products right along the supply chain, if we can produce it, we can brand it and if we put our minds
to it, we can do it better than anybody, else, our products will not only meet all the consumers
requirements especially in terms of food quality but exceed all their expectations as well.
Page | 7
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
References
1.
2.
3.
4.
5.
6.
7.
8.
“Inquiry into all aspects of “Higher Education and Skills Training To Support Future Demand in Agriculture and
Agribusiness in Australia”. Submission:
https://senate.aph.gov.au/submissions/comittees/viewdocument.aspx?id=b77694fe-3dd6-4b96-a556d457592cbcac
Hansard: https://senate.aph.gov.au/submissions/comittees/viewdocument.aspx?id=b77694fe-3dd6-4b96-a556d457592cbcac
Report:
http://www.ruralskills.com.au/uploads/file/http___wopared_aph_gov_au_senate_committee_eet_ctte_agribuis
ness_report_report.pdf
Issues paper to “Inform the development of a National Food Plan”: Submission:
http://www.daff.gov.au/__data/assets/pdf_file/0004/2219710/Agribusiness_Council_of_Australia.pdf
Report: http://www.daff.gov.au/nationalfoodplan
Education and Training Committee – Inquiry into agricultural education and Training in Victoria
Hansard:
http://www.parliament.vic.gov.au/images/stories/committees/etc/Past_Inquiries/AEV_Inquiry/Transcripts_of_Ev
idence/20_March_2012_Agribusiness_Council_of_Australia_CORRECTED_VERSION.pdf
Report: http://www.parliament.vic.gov.au/etc/article/1335
Senate Standing Committees on Rural and Regional Affairs and Transport - An Examination of the FIRB National
Interest Test, Submission:
http://www.google.com.au/url?sa=t&rct=j&q=agribusiness%20council%20of%20australia&source=web&cd=53&v
ed=0CE4QFjACODI&url=https%3A%2F%2Fsenate.aph.gov.au%2Fsubmissions%2Fcomittees%2Fviewdocument.asp
x%3Fid%3Db710b1ad-40a5-4f85-9b8b484968ce0e79&ei=vGgyUYeuJuijiAfU8IGIAg&usg=AFQjCNHbErl3p6yGZQGx811AmqemIcPjSg
Report:
http://www.aph.gov.au/Parliamentary_Business/Committees/Senate_Committees?url=rrat_ctte/firb_2011/repor
t/index.htm (please note page 78 and 79 relates to our submission recommendations)
Parliamentary Joint Committee on Corporations and Financial Services - Inquiry into the operation of Australia's
family business sector. Submission:
http://www.google.com.au/url?sa=t&rct=j&q=agribusiness%20council%20of%20australia&source=web&cd=52&v
ed=0CEkQFjABODI&url=https%3A%2F%2Fsenate.aph.gov.au%2Fsubmissions%2Fcomittees%2Fviewdocument.asp
x%3Fid%3D380726cf-dd97-4738-837b40485dda834b&ei=vGgyUYeuJuijiAfU8IGIAg&usg=AFQjCNFxwbc4o1BoipbGDRWnK_ked7KPOw
Hansard:
http://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22committees/commjnt/814de4db0ec0-4066-8ce3-b6f82ccf6820/0000%22
Report:
http://www.aph.gov.au/Parliamentary_Business/Committees/Senate_Committees?url=corporations_ctte/compl
eted_inquiries/2010-13/fam_bus/report/index.htm
Review into Agricultural Education and Training, New South Wales Department of Education and Communities”
Report: Enquiry Terms of Reference: http://www.dec.nsw.gov.au/documents/15060385/15385042/agriculturalreview.pdf
Submissions to the following:
a.
b.
c.
d.
National Agricultural Statistics Review (NASR)
Reserve Bank Amendment (Australian Reconstruction and Development Board) Bill 2013 (ARDB)
Submission to Mr David Murray AO, Chairman of the Australian Governments “Financial System Inquiry”
Submission to the “Inquiry into Proposals to Lift the Professional, Ethical and Education Standards in the
Financial Industry” Parliamentary Joint Committee on Corporations and Financial Services.
e. Agricultural Competitiveness White paper.
Page | 8
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Footnotes:
1. http://www.un.org/esa/population/publications/longrange2/WorldPop2300final.pdf
2. http://www.ruralskills.com.au/uploads/file/http___wopared_aph_gov_au_senate_committee_eet_ctte_agrib
uisness_report_report.pdf
3. http://www.empiricalcapital.com.au/2014/03/20/debate-at-the-waite-research-institute-university-ofadelaide/
4. https://waiteresearchinstitute.wordpress.com/2012/10/
5. http://www.farminstitute.org.au/_blog/Ag_Forum/post/australian-agriculture-needs-a-brand-and-a-brandchampion/
6. http://www.reuters.com/article/2014/08/27/us-fonterra-strategy-idUSKBN0GR0LX20140827
7. http://www.abs.gov.au/ausstats/abs@.nsf/lookup/4102.0main+features10Dec+2012#FARMERS%20IN
8. Malcolm Gladwell “The Tipping Point”.
9. http://www.daff.gov.au/__data/assets/pdf_file/0004/2219710/Agribusiness_Council_of_Australia.pdf
10. http://www.abc.net.au/news/2014-08-01/twiggy-forrest-deal-aims-for-australia-to-be-chinas-food-/5642838
11. http://www.theland.com.au/news/agriculture/agribusiness/general-news/nff-model-failing/2678253.aspx
12. http://www.theland.com.au/news/agriculture/agribusiness/general-news/review-an-nffpriority/2678947.aspx
13. http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/7105.0.55.002main+features32013-14
14. Lowest ranking is 6th in the past 4 Olympics (Sydney 3rd, Athens 3rd, Beijing 4th, and London 6th)
Page | 9
Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
Biography – Ian Joseph
Ian's 20+ year career in domestic and international banking has enabled him to gain a
unique insight and comprehensive understanding and exposure to the many different
elements which make up the modern banking and finance industry especially around
customer service. He also spent thirteen years in the university and TAFE systems where he
taught in the faculties of business, social sciences, mathematics and economics.
Over the past ten years, he has built a vast national and international network with both industry and
government. Especially as “Head of Strategy in Regional and Agribusiness Banking” in Business and Private
banking with the Commonwealth Bank of Australia, this role led to him being invited, as Executive Chair, to
set up the Agribusiness Council of Australia which launched in Parliament House on the 20th March 2013
before 100 invited guests from APEC, the G20, politicians and business leaders.
More recently, he has devoted his energy and efforts to identifying issues and finding solutions for the
farming, agricultural and agribusiness industries especially as they relate to advocacy, education and
liquidity within the industry.
Recent highlights include:










Invited speaker (2014) (at request of Director General), Food and Agriculture Organisation, launch of
2014 International Year of Family Farming (IYFF) Global Forum – BUDAPEST, HUNGARY
Invited speaker (2014) Expo on Family Farming: “Family farming and the three dimensions of
sustainability – harmonizing the social, environmental and economic aspects” and the “Role of Science,
Research, Innovation and Education“ in sustainability – BUDAPEST, HUNGARY
Invited industry representative, National Agricultural Statistical Review Stakeholder Forum, Australian
Bureau of Statistics and the Australian Bureau of Agricultural and Resource Economics and Sciences
Keynote speaker (2013) (at the request of the High Commissioner of India), Regional Pravasi Bharatiya
Divas Convention, Sydney Convention and Exhibition Centre: “Bilateral Business Opportunities in
Primary commodities - Australia’s experience in developing the agri-business sector”
Invited industry representative (at request of Chair of the Parliamentary Joint Committee on
Corporations and Financial Services) , “Inquiry Into The Operation Of Australia's Family Business Sector”
Invited speaker, University of Adelaide, Waite Research Institute, (SA) “Every Australian child should be
taught agriculture at school”.
Invited industry representative (at request of Chair of the Education, Employment and Workplace
Relations References Committee), “Inquiry into Higher education and skills training to support
agriculture and agribusiness in Australia.
Invited industry representative (at request of the Chair of the Education and Training Committee),
“Inquiry into Agricultural Education and Training in Victoria”
Invited industry representative (at request of the NSW Department of Education and Communities) on
the industry roundtable “Independent Review into Agricultural Education and Training in New South
Wales”.
Worked in partnership with the Primary Industry Centre for Science Education (PICSE), Business Higher
Education Round Table (B-HERT) and AgriFood Skills Australia to conduct an Education Industry Round
Table (including a youth forum) with key findings presented to Hon. Sid Sidebottom, Parliamentary
Secretary for Agriculture, Fisheries and Forestry.
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Ian Joseph Director Empirical Capital Pty Ltd, Email: Ian.Joseph@EmpiricalCapital.com.au,
Web: www.EmpiricalCapital.com.au, Phone: 0402 336 713
Ian Joseph submission to the Australian Farm Institute
John Ralph Essay Competition 2014
E & OE
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Invited as a keynote speaker to present at the 7th annual Skilling Australia and Workforce Participation
Summit (NSW) on “Graduate recruitment – overview of current graduate recruitments as an indicator
of skills availability” as well as a delegate to the roundtable panel discussion at the 2nd Regional
Tertiary Education Conference (QLD) on “Agricultural and Agribusiness skilling and the role of the
regional tertiary sector”
Invited by the Australian Bureau of Statistics (ABS) and the Australian Bureau of Agricultural and
Resource Economics and Sciences (ABARES) to the “National Agricultural Statistics Review (NASR)
Stakeholder Forum”
Invited industry representative (at request of the former Minister of Agriculture) “Agricultural Finance
Forum” by the Department of Agriculture.
Submission to Mr David Murray AO, Chairman of the Australian Governments “Financial System
Inquiry” and attended Sydney public forum 20th August 2014,
Submission to the “Inquiry into Proposals to Lift the Professional, Ethical and Education Standards in
the Financial Industry” Parliamentary Joint Committee on Corporations and Financial Services.
Invited by the Agricultural Development Bank of China to speak to a delegation on opportunities as
they relate to sustainability, bilateral trade and how the banking and finance system supports the
agricultural industry.
He is also a director with ASPECT (Autism Spectrum Australia) as well as a member of their Strategic ThinkTank on Client Priorities.
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