Ros Smerdon – Avocado Farmer

Ros Smerdon - Avocado Farmer

Ros Smerdon was recently awarded the Queensland Rural Women’s award, and received a scholarship to study the value of avocados in Australia – by travelling to South Africa! Ros’ study could revitalise the industry – and change the way we see, and buy, avocados.

Ros Smerdon is an avocado, custard apple and macadamia grower with husband Kerry at the Glass House Mountains on the Sunshine Coast.

She’s Chairman of Natures Fruit Company and was awarded the Rural Industries Research and Development Corporation (RIRDC) national Rural Women’s Award, according to Get Farming .

“I won the Queensland Award for Rural Woman of the Year. I had to propose a research project – to go the South Africa and benchmark evaluation of avocados. The Award helped fund the trip.” Ros explains. “I looked at the biggest [South African] exporters, Westfalia , who cover 55% of exporting avocados, I looked at packing houses, the processes, how to evaluate avocados – their challenges. In Australia we have supply vs demand issues. So we’re learning from them [South Africa] – how did they address these issues? What can we adapt? There are very different volumes in question, but the fundamental issues are the same.”

Ros is concerned with how to create the best result for farmers. She doesn’t just want to innovate her own farm, but work out how the industry as a whole can innovate.

“How do we best increase returns for farmers? The market returns have decreased in the past 12 months. We are not focussing on increased volume of avocados – but increased value of avocados – how much they are worth – such increasing products, such as guacamole." Ros says. "People need to wait a few days to eat avocados – so it’s not an impulse buy – not a convenience food. We need to deliver what people want – and work with retailers – to work with the types of products we deliver."

Ros’s goal is to provide new and exciting healthy ways to eat a product that consumers are using to seeing on the shelves as whole fruit every day. By turning second grade fruit into oil and pulp for other products, her aim is also to boost the price for quality fresh whole fruit and grow the whole market for avocadoes,” said Ms Davis, Growcom Chief Executive Officer.

But, surprisingly, Ros hasn’t always been involved in avocados. “My parents were involved in cattle management. Then we moved to a small town where they were still involved in it. I went to boarding school, and on holidays I was used to cutting timber, working outside. So physical work wasn’t strange to me. When I got married [and started on the farm] it wasn’t a culture shock. I understood the culture – work can’t wait. When the fruit is ready, it’s ready.”

“[[My husband] has been growing for years.” Ros shareds. His family has been pineapple growers, but he’d been an accountant. When they bought their own property, it was avocados. “He’d been in charge of regenerating the orchard, revitalising it. He’s been responsible for growing crops and best practice. The Department of Primary Industries [DPI] did trials on our property, with avocados and custard apples, as we tried to be innovative with the products.”

“I don’t have a lot to do with growing – I pick and pack the fruit, and so some pruning, but I have a limited experience in the expertise in growing the crop. He’s – the fruit is really his [my husband’s] work.”
The fruit has been a result of a lot of hard work. “Avocados are totally the opposite of pineapples! – But, in the end, it’s trial and error. Some mini catastrophes. Every year he learns something – there’s always something you need to adjust.”

“My husbands’ a third generation farmer. We met at uni … I’ve only worked full time on the farm from early 2003. I’d done a Bachelor of Business and Marketing – targeting different markets for different products.” Ros explains. “When you put it against farming – marketing and business management has been useful to apply to farming. Useful in how we grow our business and diversify into related areas. You’re at the whim of markets and economy – especially with fuel prices so high.”

“What we learnt at Uni was useful in our own business. We work with custard apples, avocados and macadamias, and have diversified into canopy management – with trees, adjusting how big they grow. There are no pruners or operators in the area – so we do it. Now we have 3 machines.”

“We’re very focussed on evaluating – how do we bring it into the industry? In terms of farming – we’ve taken on another pruning machine to grow that part of our business. Our goal is to increase production and export – which is a constant goal – Mother Nature just needs to help us out!”

A typical workday for Ros is usually a balance of work and family life. “When we’re harvesting or pruning, we start at 7, work outside all day with the other employees, and we finish by 4.30. We have four boys, if we don’t take them to sport, they do their homework. At 8pm they’re in bed. So I go into the office, doing either accounting business or work for the Industry (as I’m on the board for the Nature’s Fruit Company), such as reading board papers. So it’ll be a couple of hours in the office.” Ros says. “Sometimes it’s so busy you don’t know which way is up! Especially in Summer, with harvesting, and the kids.”

As for the industry as a whole, Ros believe the industry needs to be rebranded – and we see her Business background as she says this. “It’s important to revamp the myth of what it’s like to be a farmer – the myth of working in horticulture is that you’re not skilled. It’s important to get into high school and unis the real life of agriculture.”

“Management requires skills – from farm management to soil management, to crop management to business management, efficiencies and economies of scale. Farming needs to be rebranded to not be a dead end future. The government is recognising that – such as rural skills training programs. But it’s a slow process.”

“The ability to offer accredited programs is a good step. We need to work with governments and training organisations to make something tailor made – not just a broad brush stroke.”

The best part of the job?
It’s nice to work outside – except when it’s raining. It’s the flexibility – some times you’re so busy – busy all year. Butt when you work for yourself you have the flexibility to change your work schedule to be there for kids. It’s a great environment – the kids work on the farm sometimes, and it teaches them responsibility and the need to contribute. To be a farmer, you need to be optimistic, motivated (despite the rain, and the weather) enjoy the achievement of producing a good quality fruit – a direct contribution of what you’re doing – trying new things, succeeding – it’s a good feeling, especially when it’s implemented by other farmers.

The hardest part of the job?
Profitability and sustainability. Cost vs demand is a struggle. It’s always a challenge – in Australia we’re efficient farmers – but there are always new varieties – always the constant investment, and investment vs return. With urban encroachment – you get money faster by subdividing farmland than farming – it’s a faster return. Especially as farmers older.

Advice for anyone wanting to get into farming?

We need to – if people aren’t sure where to go, to talk to the industry body, and they can give them a few pointers. Or they get experience – approach and existing famer and work for as few week and see if they like it. Talk to the Department of Primary Industries – who will give an understanding of the industry – it depends on if people want to enter science or growing. Every crop has a different industry body. Any DPI can get in touch with a farm. Get work experience to see if they like it.