This photo captures a turning point in Australia’s transition to online livestock marketing. In early 1987, with the Catombal Range in the background, we prepare our first two decks of cattle for the new Computer Assisted Livestock Marketing (CALM).
Two people make this photo special: on the right is my grandfather, and in the red jumper, Mike Dibbs, one of CALM’s first assessors and our trusted adviser. CALM was launched the year before. I still remember watching those early green-screen sales at Orange Ag College—long before the internet was mainstream.
As CALM evolved into AuctionsPlus, Mike reshaped his business to help local cow–calf producers and traders lift profits by moving away from the traditional agent fee model. He went on to become one of the first Cattlecare and Flockcare assessors—programs now incorporated into today’s Livestock Production Assurance (LPA) system.
Every farmer has a story about an agronomist or other trusted adviser who changed the course of their business.
Mike’s influence was pivotal for us. He was the reason we had a laptop in the cattle yards in 1999, and the reason I eventually stepped into state and national beef representation through the Cattle Council of Australia. Under his guidance, our business became deeply focused on data—using processes and record keeping to unlock markets such as EUCAS, MSA, and PCAS*.
Great advisers build loyalty by not only by focussing on growth, but by helping producers adapt and prepare for the future, developing step-by-step actions and plans that strengthen profitability, ensure market access and improve resilience for the long term.
Today, Australian livestock and grain industries face challenges like those of the 1990s and early 2000s where customers are shaping the market, creating new requirements, and segmenting opportunities.
With new mandatory emissions reporting coming into effect over the next couple of years, Australian agriculture faces a new wave of compliance pressures across the entire supply chain.
Agronomists and consultants are already struggling with login overload and fragmented data. The solution is to shift to structured, digital record keeping. That was Mike’s lesson for us: by prioritising profitability and collecting the right data, we could identify the best suppliers and serve three distinct markets—backed by daily documentation
Those who embrace this shift will gain deeper insights into their operations, strengthen their bottom line, and expand selling options.
Those who resist and stick with paper records risk falling behind.
The difference now is that we can connect data sets to build a complete picture of the business. New digital tools, calculators, and artificial intelligence (AI) can aggregate information, track performance in real time, and support smarter decision-making.
Still, technology alone is not enough. A skilled and trusted adviser remains essential—the filter who applies local knowledge, timing, and judgment to ensure that digital models fit the realities of your farm: soil, nutrition, genetics, succession, finances, and seasonal constraints.
By collecting and sharing as much data as possible with your adviser, you’ll not only improve profitability but also strengthen your climate resilience, meet compliance demands, secure market access, and prepare for the next generation of digital tools like AI.
For Australian Agriculture to thrive – not just survive – 200 More Seasons depends on the adoption of digital technologies and advice from those who know how best to use them.
* European Union Cattle Accreditation Scheme (EUCAS); Meat Standards Australia (MSA); Pasturefed Cattle Assurance System (PCAS)
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