What Makes a Business Thrive? Jarrod Amery Explores the Human Side of Success in Agriculture
Success in farming isn’t just about weather or land – it’s about the people, the mindset, and the culture we create around us. When we focus on purpose, wellbeing, and lifelong learning, we build not only better businesses, but better lives.
Forbes-based mixed farmer and 2020 Nuffield Scholar, Jarrod Amery, has released a powerful report exploring the personal traits, people skills, and cultural foundations that set successful agricultural businesses apart.
Supported by the Grains Research and Development Corporation (GRDC), Jarrod’s report flips the script on traditional business benchmarking. Rather than zeroing in on financials and production metrics, his research focuses on leadership traits, work-life balance, team culture, and the human behaviours that underpin long-term performance.
“Success looks different for everyone,” Jarrod says. “But if we’re not clear on our purpose, our vision, and how we define success for ourselves and our business, we risk climbing the ladder only to realise it was leaning against the wrong building.”
Jarrod travelled extensively through Australia, the USA, Japan, Denmark, Israel, and New Zealand, meeting business leaders, farmers and agricultural entrepreneurs. From a Japanese popcorn pioneer to an irrigated cotton visionary in outback Queensland, Jarrod observed a pattern: success is consistently driven by key traits and mindsets, including discipline, curiosity, optimism, and the ability to turn problems into opportunities.
“Whether it’s building a dairy that now bottles 50,000 litres a day, or creating a farm culture where staff are deeply valued and retained, the common thread was intentional leadership and healthy business culture,” he says.
He also stresses the importance of work-life balance – a topic often overlooked in agriculture – noting that sustainable success hinges on integrating business and family life in a meaningful way.
“Good people attract good people. Culture is what people feel when they walk into your business – it can’t be faked,” Jarrod says. “When you invest in your people, create clear boundaries, and lead with purpose, your business is more resilient and productive.”
His recommendations are practical and accessible, urging farmers to define their personal and business purpose, surround themselves with the right mentors, cultivate strong relationships, and build workplace cultures where people thrive.
“This report is about starting conversations that matter,” Jarrod explains. “It’s about being intentional with your time, your energy, and your relationships – and recognising that the real edge in agriculture lies within ourselves.”
Jarrod’s full report is now available on the Nuffield Australia website, alongside a video of his presentation at the 2022 Nuffield Annual Conference in Tamworth, providing further insights into his research and findings.
Applications for the 2026 Nuffield Australia Scholarships are now open.
Are you ready to challenge the status quo and shape the future of Australian agriculture?
A Nuffield Scholarship is your opportunity to explore global best practices, connect with industry leaders, and bring innovative ideas back to your business and community.
