Farm, fish and forestry niche found
From the April 2007 edition of Agriculture Today.
Simon Noble believes doing his homework and diversifying into niche markets have been the critical in protecting the viability of his family’s farm business.
Lifelong Victorian farmers Simon and Philippa Noble moved to “Brimin Lodge” on the Murray River near Corowa in 1992 with the aim of diversifying into aquaculture.
“We were producing red meat and wool, yet sitting on the edge of Asia where all they wanted to buy was rice and fish,” Mr Noble said.
“Our concern is with the world moving so fast, with transportation like it is, maybe some of the traditional farming products aren’t going to keep coming back and having their turn.”
The Nobles investigated aquaculture production, marketing and complementary enterprises before taking the plunge into Murray Cod production.
They have now further diversified into a varied mix of intensive irrigated and dryland farming enterprises, direct marketing of their products and tourism.
The 160 hectare property now produces prime lambs, cattle, linseed, field peas, walnuts, fish and timber, along with operating two holiday cabins on the river.
Water for irrigating the Noble’s crops, pastures and farm forestry plantations is first used for aquaculture production where it is passed through tanks housed in two environmentally controlled fish barns.
Thinnings from the planted native forests are burned to heat water for the aquaculture enterprise, while the mature timber is to be sold as high quality saw logs or premium poles.
Value-adding is an important aspect of the Noble’s business, with direct marketing of fish and lamb products to restaurants and the public.
Lambs are sold direct to the public through a grower marketing group as quality boxed cuts.
“Most of our customers are now repeat customers ordering through the internet,” Mr Noble said.
“We do have brochures, but we’ve found promoting the website has been more effective.”
Mr Noble’s advice to anybody looking to diversify is to first do their homework, then get on and take the plunge.
“There’s too many people out there doing all the homework then not getting on and doing it, and there’s a whole lot of people out there not doing the homework and thinking they can dabble in rabbits or whatever,” he said.
“There are a lot of successful industries out there despite the major failures we could all rattle off.
“People are making money and doing very nicely in alternative industries, but by the time they come to prominence they are multi million dollar businesses and as farmers we think to ourselves, they’re not relevant to us.
“But nearly all of those people started by doing their homework, starting small and have built it up, so they are relevant to individual farmers.”
