Humans of Agriculture

John Fargher grew up on a sheep and cattle station in South Australia's Flinders Ranges, where innovation wasn't a buzzword. It was a necessity.

From School of the Air and life on a remote station to practising law in London, John's path looked a long way from building one of agriculture's most recognised technology companies. But a conversation in a London pub changed everything.

Together with fellow co-founders Kevin Baum and Justin Webb, John left his legal career behind to tackle one of agriculture's biggest challenges: helping livestock producers move beyond paper records and make better decisions using data.

More than a decade later, AgriWebb supports producers across Australia, the UK, North America, South America and beyond, helping digitise livestock businesses while connecting farmers more closely with supply chains and the future of food production.

In this episode, John reflects on the journey from startup garage to global ag-tech business, the realities of building a company in one of the world's least digitised industries, and why earning farmers' trust has always mattered more than building software.

The conversation also explores AgriWebb's recent acquisition by URUS, the future of livestock data, and why John believes agriculture still has enormous untapped opportunities for innovation.

Key insights from the conversation:
Growing up on a remote station in the Flinders Ranges
Leaving a legal career in London to co-found AgriWebb
Why agriculture was still running on paper when AgriWebb began
Building a startup before ag tech was an established industry
The lessons from growing a global software business
Expanding into the UK, North America and Brazil
Why digitising agriculture remains one of the industry's biggest opportunities
The role of trust, partnerships and culture in scaling a business
How AI, data and genetics could shape the future of livestock production
What's next for AgriWebb following its acquisition by URUS

Chapters:
00:00 Introduction to AgriWebb and its origins
00:33 John Farger's background and childhood in the Flinders Ranges
01:01 The early days of AgriWebb and its mission
02:24 Recent milestones and the URUS acquisition
06:40 John’s childhood and the influence of farming life
09:39 The start of the AgriWebb story in London
12:00 The founding of AgriWebb in Melbourne
13:40 The state of Australian agtech a decade ago
16:08 The initial problem in livestock digitization
20:51 Pivot from hardware to software focus
23:41 Technological evolution and early challenges
27:55 Business model evolution and market education
30:49 Competitive landscape and category creation
33:11 International expansion and market entry strategies
37:26 Building a global business with a unified culture
41:24 Company culture and employee engagement
45:46 Lessons from market fluctuations and industry challenges
49:00 Managing noise and trends in ag tech
51:46 Future opportunities in agriculture and advice for entrepreneurs
55:33 Vision for the next decade and impact goals
58:57 Connecting farm data to global supply chains
01:03:50 The role of sustainability and corporate responsibility
01:06:01 Reflections on the journey and future outlook

This business spotlight explores how RLF AgTech is turning decades of agricultural research into practical products that help farmers improve productivity and profitability.
Chairman Ben Barlow shares his journey from building and exiting New Edge Microbials to leading RLF AgTech, explaining why commercialisation is often the missing link between great science and widespread adoption. He discusses what attracted him to the business, how RLF has built on more than 20 years of research and field trials, and why the future of Australian agriculture depends on making innovation practical at the farm gate.
This episode explains how RLF AgTech's approach to plant nutrition, biologicals and local manufacturing is helping strengthen farm businesses while positioning Australian innovation for global growth. For anyone interested in ag tech, agricultural productivity or the future of farming, this is a practical and insightful conversation.
RLF AgTech is an Australian agricultural technology company developing plant nutrition and biological solutions that improve crop performance. The business combines decades of research, extensive field trials and local manufacturing to deliver products that integrate into existing farming systems while supporting more productive and resilient agriculture.

Key insights from the conversation:
How RLF AgTech is commercialising decades of agricultural research
Why adoption depends on trust, education and on-farm results
The role of local manufacturing in strengthening Australian agriculture
Why improving farm profitability is the foundation for future ag tech adoption
Ben's outlook on the future of Australian agriculture and agricultural innovation

Chapters:
00:00 Introduction and Ben Barlow's background
01:34 Ben's journey since last conversation
02:30 Focus on plant, animal, and soil health
03:57 Deep science and commercial potential of biologicals
05:55 Involvement with RLF AgTech
07:52 Opportunities in biologicals and crop yields
10:54 Australian agriculture's adoption challenges
14:13 Market opportunities and niche products
17:06 Global markets and export potential
20:02 Local manufacturing and supply chain resilience
23:11 Future of agritech and investment challenges
26:08 Leadership, risk, and strategic growth
30:00 Opportunities and pathways for Australian agriculture
32:50 Skills for the next generation of farmers
33:56 Closing remarks and key takeaways

When Campbell Mauchan moved from Canada to Australia in 2016, agriculture wasn't part of the plan.
He'd been running frozen yoghurt stores back home when his partner accepted a six-month opportunity in Melbourne. Looking for work, he landed an interview with a small ag-tech startup called AgriWebb, despite having no farming background, no sales experience and none of the qualifications listed in the job description.
That decision changed everything.
Nearly a decade later, Campbell has helped grow AgriWebb from a team of fewer than ten people into one of agriculture's leading technology businesses, building his career across Australia, the UK, Europe and North America along the way.
In this episode, Campbell shares what it's been like to grow alongside the business, why curiosity became his greatest strength, and how working with farmers and ranchers around the world has shaped both his career and perspective.
The conversation explores why you don't need to grow up on a farm to build a meaningful career in agriculture, what great leadership looks like inside a fast-growing business, and why trust will always matter more than technology alone.

Key insights from the conversation:
Following an unexpected opportunity into agriculture
Joining AgriWebb in its earliest startup days
Why asking questions became a career advantage
Building a global career by putting your hand up
What farmers across Australia, the UK and North America have in common
The role trust plays in agriculture and ag-tech
Lessons from working in startups across multiple countries
How AI and technology could support better decisions on farm
Why agriculture offers incredible opportunities for people from all backgrounds

Chapters:
00:00 Introduction to Campbell Mauchan and AgriWebb
00:33 Campbell’s journey from Melbourne to Toronto
02:09 Reflecting on a decade of growth at AgriWebb
04:01 Backstory: From frozen yogurt to ag tech
08:51 Why AgriWebb backed Campbell
10:58 The early days of AgriWebb and initial challenges
13:26 Approach to management and decision-making
16:57 The importance of farm visits and farmer engagement
19:56 Solving real problems with technology
22:18 The evolution of farm mapping technology
23:50 Building trust with farmers and ranchers
27:26 Data ownership, privacy, and value for farmers
30:14 Career growth through global opportunities
34:46 Balancing confidence and curiosity in leadership
38:34 The impact of changing locations on career development
42:57 Commonalities among farmers worldwide
45:43 Cultural differences in agriculture and technology adoption
48:19 The future of ag tech and AI advancements
50:56 Closing remarks and advice for aspiring ag tech professionals

Australian agriculture is chasing lower emissions, but what does that actually look like on farm?
In this short episode of Humans of Agriculture, Oli Le Lievre catches up with Richard Heath, CEO of the Zero Net Emissions Agriculture CRC, ahead of the 2026 ZNE Ag CRC Conference in Perth.
Richard shares what has changed since the CRC's inaugural conference, the promising research already emerging around productivity and emissions, and why there is no single silver bullet. They also unpack this year's conference theme, Rewarding Pathways to Zero, exploring how farmers can reduce emissions while building more productive and profitable businesses.
From 18 to 20 August in Perth, Western Australia this is where real conversations
will happen, bringing together the people, ideas, and innovations shaping the future
of agriculture.
Whether you're in the paddock, in research, or across the supply chain, this is your
chance to be part of it.
Head to zneagcrc.com.au to explore the program and get your ticket today.
Key insights from the conversation:
Zero Net Emissions CRC's role and projects
Research on plants, animals, and farm systems
Reward pathways for emissions reduction
Innovations in methane and nitrous oxide reduction
Conference in Perth and stakeholder engagement

Chapters:
00:00 Introduction to the conference and its significance
01:01 Richard Heath's overview of CRC's work and goals
02:00 Recap of last year's Brisbane conference and progress
03:01 Focus on reward pathways and economic incentives
04:06 Research on plants and animals to reduce emissions
05:01 The importance of incremental improvements in agriculture
07:07 Understanding the theme: rewards pathways to zero net emissions
08:11 Potential financial and environmental rewards for farmers
08:51 Significance of Western Australia in the conference
10:02 Target audience and benefits of attending the conference
10:49 Final thoughts and how to learn more about the event

In this episode of Humans of Agriculture, Oli Le Lievre sits down with Tony Murfit, Regional Manager for Western Australia at Warakirri Cropping, to explore the Farm Operations Manager opportunity at Mawarra and what makes it such an important role within the business.
Having managed Mawarra himself before Warakirri purchased the property in 2011, Tony shares how the farm has evolved into one of Western Australia's leading broadacre cropping operations. He reflects on the transformation of the business, the innovation happening across the WA grains industry, and why he believes Mawarra continues to offer enormous potential.
The conversation also provides an inside look at the Farm Operations Manager role. Tony explains what success looks like, the importance of planning, logistics and leading a team across more than 24,000 hectares, and why trust, communication and the ability to adapt are just as important as technical farming knowledge.
Whether you're already working in broadacre cropping or looking to take the next step in your career, Tony shares why this role is an opportunity to learn, grow and build a long-term future with Warakirri Cropping. With the support of an experienced team and clear pathways for progression, he explains why the right mindset matters more than having all the answers on day one.
This episode is designed to give candidates and listeners a genuine insight into the business, the people, the opportunity and Tony's vision for building high-performing farming teams.
Key insights from the conversation:
How Mawarra became Warakirri Cropping’s first property in Western Australia
How soil improvement and changing farming practices have transformed the farm
What it takes to operate across more than 24,000 hectares
Why planning, logistics and timeliness are critical at Mawarra
What the Farm Operations Manager will focus on day to day
Why trust and communication are central to building a strong team
Why candidates do not need to know everything before stepping into the role
The importance of leading from the front and working alongside the team
What success could look like after the first 12 months
The lifestyle and community available around Merredin
How the role could create a pathway towards becoming a Farm Manager within Warakirri

Interested in learning more? We have a full job description and additional information available on our Careers page: 
https://humansofagriculture.com/careers/job-board/farm-operations-manager-x191
Or connect with Zoe Burgess for a confidential conversation about the role available with Warakirri Cropping.

Chapters:
00:00 Introduction and recent farm visit to WA
00:29 Interview with Tony Murfit on WA grain industry
01:31 The evolution of soil management and crop yields in WA
03:29 The importance of Mawarra farm to Warakirri Cropping
04:52 Farm expansion and cropping intensity growth
05:35 Major advancements in farm management since 2011
07:07 Role and team structure of the farm operations manager
08:25 Approach to stepping into the farm operations role
09:06 Current challenges and capacity planning
10:36 Managing farm operations across large distances
11:53 The importance of timeliness and adaptability
12:18 Success indicators after 12 months in the role
14:25 Team culture and peer learning at WA farms
16:03 Leadership style and team trust
19:16 Opportunities for women and diverse leadership in agriculture
22:36 Encouraging relocation and career growth in WA farming
25:37 Final thoughts and closing remarks