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18 March, 2021

Every family needs a farmer

Every family needs a farmer is more than a cute slogan.

By Peter McCullagh

The Jonsson extended family

Every family needs a farmer is more than a cute slogan. It is too easy to take for granted the food we consume each day. Even if our diet is predominately takeaway a farmer is essential in the production chain for your takeaway treat.

In North Queensland, Warren and Gail Jonsson are fourth generation local farmers and graziers breeding cattle and growing Avocados, potatoes, corn and cotton.

Ten years ago, Warren and Gail opened the first of their Jonsson’s Farm Markets, based at Stratford, with the positioning slogan, ‘Paddock to Plate.’

This business was established as an alternative to the major supermarket chains and is focused on sourcing locally grown fruit and vegetables and local value-added products. 

Since opening, Jonsson’s Farm Market has quickly established itself as a strong supplier and supporter of farmers in our region.

Warren believes this model will continue to be successful driven by the increasing pressure by consumers towards a low food miles approach.  The low food miles approach also provides a sustainable strategy for business which can be utilised to reduce their carbon footprint and freight costs to distant markets.

The Jonsson’s decision to enter retail was to not only achieve better financial returns by value adding and vertically integrating downstream, but to also decrease their vulnerability from adverse seasonal conditions including cyclone, drought and flood which cause lower crop production.

Success can always be measured by the position a business has within the market, Jonsson’s enjoys not just strong market awareness and support, but also in the past ten years they have been awarded many major business awards, a measure of their success.

Warren and Gail Jonsson were the Winner for ‘Driving Strategic Growth Award’ at the NAB Agribusiness Awards for Excellence in 2012 in Melbourne. 

Warren Jonsson also was the winner for NQ Farmer of the Year in 2016

Warren is currently the Chairman for FNQ Sustainable Cropping.

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