The impacts of the drought and bushfires are being felt well beyond the farm gate in all parts of the regional economy, including retail trade and small businesses. As a result, Australian consumers are being urged to support local growers and manufacturers more than ever.
To help the economies of rural communities, many of which are affected by drought and bushfires, there have been widespread calls for city-dwelling Australians to visit rural and regional communities and spend their money on local services and products, be it a bed and meal at the local pub or a souvenir from the local store.
Other initiatives have enabled businesses in drought-affected communities to showcase their products more broadly online for consumers, bridging the divide between city and country. These initiatives include the and Senator Hollie Hughes’.
Another prominent initiative is the #buyfromthebush campaign, which was launched as an Instagram account in October last year by Grace Brennan, a lady from a sheep and cropping property in Warren, NSW. In the first six weeks, $2.6 million of revenue was generated for businesses featured on its social media pages. The campaign now has more than 208,000 followers on Instagram, with 176,000 followers on Facebook and its own website . That’s about 400,000 potential customers ‘buying in’ to bush business. It is reported to have increased rural postage figures by 40%.
Another component of the #buyfromthebush campaign that exemplified the affinity between city and country was the #buyfromthebush pop-up market that was held in Martin Place in Sydney on Thursday 12 December. 20 retailers based in the bush were invited to participate and set up stalls in Martin Place to sell their products to city folk, from 8am to 8pm.
IRIS + WOOL
Emily Riggs (wearing the iris + wool Eurovale top) after returning home to the farm at Burra after participating in the #buyfromthebush pop-up market in Sydney, pictured here with her woolgrower husband and son Sam.
Emily Riggs of Merino wool knitwear brand iris + wool, based at Burra in the mid-north of South Australia, was one of the twenty rural-based companies invited to Martin Place.
“Wowsers, Sydney really embraced us bush businesses; it was quite incredible! You could see in their eyes how much they cared and really wanted to support us all – and this showed at the end of the day with many of the businesses selling out of stock,” Emily said, after returning to Burra.
“I’m still pinching myself – it exceeded all my expectations as I’m quite a high price point but that didn’t put many off. I completely sold out of all size S and M and have only a few L and XL left. What a dream for our first ever collection. It’s really put us in good stead to continue on as a lifestyle brand that’s passionate about showcasing farm to fashion.
“Thank you to Grace and team from #buyfromthebush. I am forever indebted to you. I loved meeting all of the other businesses too – we have such clever creative people in the country!”
iris + wool was featured in the of Beyond the Bale.
SARAH JANE BOND
Vanessa Bell of Sarah Jane Bond on her stall in Martin Place, being interviewed for the ABC’s live breakfast show.
Vanessa Bell of Merino wool baby blanket brand Sarah Jane Bond, based at Breadalbane in NSW, was another of the rural-based companies invited to participate in the #buyfromthebush pop-up market.
“We did the bush proud with every store representing beautifully made and unique products. The response from the Sydney public was overwhelming,” Vanessa said.
“The idea of inspiring people in the city to buy from the bush has bridged the divide between city and country and has had a real impact both financially and emotionally. The initiative has provided a sense of purpose as well as a second income to many in the bush.
“The drought is catastrophic, and this was a remarkable opportunity to speak firsthand with people in the city about what we are going through. The genuine love and support was incredible and I still get emotional even thinking about it.
“I feel it is absolutely brilliant urban consumers are now aware of the incredible products, creativity and innovation the bush has on offer, and have consciously changed their buying behaviours.
“My business was immediately propelled, and I certainly didn’t expect to be interviewed twice for the ABC’s live breakfast show which was tremendous.”
