The Department of Primary Industries (DPI) works to increase the value of primary industries and drive economic growth across NSW. NSW DPI manages a broad range of initiatives from resource to industry, including natural resource management, research and development, pest and disease management, food safety, industry engagement, and market access and competition.
Nuffield Australia 2018 Scholar
Sarah Sivyer, from Eccleston in New South Wales, receives a Nuffield Scholarship supported by the NSW Department of Primary Industries. She will investigate how producers can optimise trust in their brand by leveraging a culture of continuous improvement.
Her particular interest in brand optimisation will hone her research focus on building transparency in business and the implementation of sensible and proactive measures to manage issues such as biosecurity.
Sarah runs a fifth-generation 700 hectare, combined beef and pastured egg operation, in the Hunter Valley. Her family’s beef business consists of a cow and calf operation, in addition to steer-finishing, while the newer pastured egg component has 1500 layers and production of just under 10,000 eggs per week.
“In the early days of our new business, being transparent about our production, in combination with our premium product and new distribution method, saw consumers take a very strong interest in our produce, which led to a shift in buying patterns,” Sarah said.
“Similarly, we have been able to initiate new conversations with our customers around biosecurity, a critically important issue for farmers, which is often misunderstood by the broader community.
“Simply differentiating a product based on premium quality is not enough. We, as a business, must focus on continuous improvement and innovation as a way of striving for excellence, so as to meet the needs of our customers, now and into the future.”
Sarah plans to travel to Italy, the Netherlands, Japan, and the UK.