The farmer wants a wife, the farm gets an entrepreneur

When a prominent dairy farmer’s daughter marries a neighbor’s son, the families’ lush coastal property becomes whole.

Almost two centuries after the young couple acquired Washburton Farm near Ulladulla on the NSW south coast, the 75-hectare estate is now home to Cupitt’s Estate winery.

The long history of hard-working families continues: Rosie and Griff Cupitt founded the winery, which is run by their son Tom, daughter-in-law Libby and the winemaker’s principal son Wally.

With an agritourism operation that includes luxury accommodation, vineyards, a cellar door and a restaurant, Cupitts needs all the help.

“Working for your family, you’re so committed to it, it’s such a passionate thing,” says Libby Cupitt.

According to business and tourism consultant Giovanna Lever, there is much more to agritourism ventures than deepening family ties.

Diversifying farm operations, he says, has the potential to ease the difficult process of succession and passing on to future generations, keep young people in the regions and build a professional workforce.

Ms Lever says agritourism could nurture a new generation of entrepreneurs, especially among people who grew up in the countryside, moved away and returned with their spouses.

Ms Lever, managing director of Sparrowly Group, told AAP: “Without asking any farmers here for wife pranks, when children bring a partner to the farm it can be quite challenging for them.”

“Maybe they’ve given up on a career or they’re not necessarily rural people, but they have all these skills.

“We often find that agritourism is a way for partners or children to come back or stay on the farm and then move into agritourism.”

Ms Cupitt joined her mother-in-law’s business in 2011 after working in urban planning in London.

His qualifications have equipped him with a meticulous attention to detail matched by his long-standing obsession with food and wine.

“We went back and traded everything we had,” Ms. Cupitt says.

“This industry enlightens me.”

Seems like a safe bet.

According to CSIRO research, Australian agritourism is predicted to be worth $18.6 billion by 2030 and will be a key part of economic growth in regional areas.

International visitors are likely to lead growth, but this will depend on improvements in regional infrastructure such as roads and connectivity, the research says.

After Janelle Gerry and her siblings diversified the family vegetable farm and planted a macadamia garden in Bundaberg, Queensland, they quickly realized the powerful appeal of farm experiences.

They expanded their operations to include a crushing plant, store and café.

“Our cafe is located among macadamia trees, people can pick nuts from under the tree and crack them,” Macadamias Australia managing director Ms Gerry told AAP.

“They relive those memories, just like they did when they were kids.”

With the addition of the third generation, the business is a leading exporter of local nuts and also supplies major supermarket chains.

Ms Gerry says owning a family business encourages innovation.

“Any multi-generational business needs to constantly evolve and grow because there are more people to take care of.

“Your business cannot be stagnant.”

The Cupitts also go above and beyond themselves to build the local workforce, running a gap year program that introduces high school graduates to winemaking, events and hospitality.

“One of the girls doing this wants to be a winemaker, even though she’s never even drank wine before,” Ms Cupitt says.

“It’s pretty incredible what you can open up to people if they’re passionate or excited.”

While wine peakers are encouraging winegrowers to turn to agritourism, producers in NSW are facing unexpected taxes.

NSW Farmers has issued a warning to small producers that they appear to be within the revenue department’s purview over the definition of primary production.

A winery with a cellar door and a cherry farmer with a pick-your-own practice were among those hit with land taxes after the NSW Revenue Service ruled their property was not predominantly used for primary production.

The state’s top farming body has put pressure on the government, arguing that the law deters farmers from adding value to their crops and diversifying their income.

“We want to see our farmers have the opportunity to make money and diversify and reinvent agricultural production without being penalized when they cross an imaginary line,” John Lowe, chairman of the business, economy and trade committee, told AAP recently.

After returning from London with her husband, a trained civil engineer, Ms Cupitt realized they had a lot to offer the regions.

“We couldn’t see ourselves actually going back to the office,” he says.

“There was so much potential to be met.”

A national agritourism summit will be held in the NSW Tweed region in October.