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Catalogue: Ground Cover
After completing a master's degree in business administration two years ago, Western Australian grower Brad Jones is convinced that growers have a lot to gain from taking the initiative to get closer to their consumers.. Brad Jones hopes that one day his farm will be a familiar sight to consumers who, as virtual visitors via tablets or smart TVs in their kitchens, will come to regard cooking a dish such as noodles as a natural extension of his work as the grower of the wheat they were made from... For Brad the time has arrived for growers to become more proactive in getting closer to consumers - mirroring the global trend of consumers looking to learn more about the origins of their food...
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