“You’re doing better than you think.” It’s the simple, powerful reminder that Tim and Cheryl Freak leave behind after every farm visit.

In this episode, I sit down with two of our long-time FOA members and coaches, Tim and Cheryl, who have spent the past three years deeply embedded in our community, supporting hundreds of farm businesses across Australia. This year alone, they’ve completed more than 50+ full day, in-person visits and share rare insight into what’s really going on in farming right now.

From drought-hit sheep properties in Victoria, to feedlot expansions in NSW, to cropping and irrigation operations in Queensland, they’ve sat at kitchen tables and walked paddocks, helping farming families align around a shared vision, map out their next steps, and reconnect with why they’re doing what they’re doing.

They bring a fresh perspective, often seeing things that others can’t because they’re too close to it. Whether it’s spotting simple changes, helping families refocus on what really matters, or gently challenging assumptions, their approach is grounded in experience and care.

In this episode, we unpack:

• The key themes from their farm visits, from confinement feeding and breed decisions, to water shortages, machinery investments and more
• How the most effective operators are thinking strategically, knowing their numbers, and making informed decisions even in tight seasons
• Succession planning, and the honest conversations that many families avoid but desperately need to have
• The power of having a clear Clarity Action Plan that brings the whole team into alignment, and maps a path forward
• Why investing in your people and seeing your team as an asset, not a cost, is key to building a business that lasts
• The importance of finding joy, creating harmony, and celebrating wins along the way

What Tim & Cheryl bring to these visits with fresh eyes, deep understanding, and a tonne of lived experience is gold.

They often walk into some homes where stress is written all over people’s faces and by the time they leave, there’s a visible shift. Shoulders ease. Confidence returns. People stand a little taller, not because everything’s perfect, but because they’re clearer, calmer, and more focused on what matters most.

Whether you’re a grazier in Victoria, a cropper in NSW, a dairy operator navigating burnout, or running a mixed-enterprise with a family team, there’s something in this one for you.

Tim and Cheryl, you have given yourselves fully and wholeheartedly to this community. You have helped families feel seen, supported, and stronger through some of their most challenging moments. Thank you, from the bottom of our hearts, for the care, wisdom, and compassion you continue to share so generously.

Let’s get into it.

Jeremy Hutchings & the Farm Owners Academy Team

Australia’s wool sector is still feeling the pinch. There’s no doubt the last couple of years have been challenging, with recent decile two and three prices making it hard for many businesses to stay afloat. But despite these obstacles, the Swales of Woodlands set an example of resilience. They’re carrying 150 years of family heritage into the future, proving that even in the face of adversity, there are opportunities to adapt and thrive.

This week, I’m joined by Jamie & Will Swales both proud Platinum Mastermind Alumni from Woodlands, a 4,265 ha merino operation 55 km west of Armidale in NSW’s New England. This year marks 150 years of their family farming this property, with children Will, Georgia and Angus representing the sixth generation. Congratulations to Jamie, Angela, and their family on this incredible milestone.

In this conversation, we dig deep into:

• The significance of 150 years of family farming at Woodlands, discussing how the farm has evolved and the connection to family heritage.
• The current state of the wool industry, including the impact of falling production, shifts in global demand and the disconnect between auction room price signals and actual consumer uptake.
• Strategic responses to tough times, including pivoting to cattle during drought periods and focusing on merino genetics to improve wool production.
• The industry's need for action on mulesing, with Jamie and Will stressing the importance of addressing animal welfare practices and marketing efforts to meet consumer expectations and boost demand.

Will also shares his personal journey into the wool export industry through Endeavour Wool Exports, a company that’s become one of Australia’s largest wool exporters in just a few short years, now exporting around 220,000 bales annually. Will's role at Endeavour involves helping farmers navigate the export process and connecting them to the global market, offering direct-to-farm services and auction support. You can learn more about Endeavour Wool Exports by visiting their website here or by emailing Will directly at william.s@ewexports.com.au.

Whether you’re a wool grower, a farmer considering merino, or someone keen to understand what levers can shift an entire industry, this episode is for you.

BONUS: Get the exclusive! Hutch catches up with Will Swales 10 days later about his recent trip to China, where he joined a group of young wool producers to tour processing mills. Will shares his insights into the industry's future, with mills investing in state-of-the-art machinery and expanding production. He also talks about advocating for Australian wool growers at the Nanjing Wool Market Conference, highlighting the need for price adjustments as production continues to decline. Will’s message seemed to resonate, with the wool market rallying soon after.

A huge thanks to Jamie & Will for sharing their industry knowledge and practical insights into sustainable farming, wool genetics, and navigating global market challenges. Your experience and forward-thinking approach are invaluable to anyone looking to understand where the wool sector is heading and how they can adapt for the future.

Till next time,

Jeremy Hutchings & the Farm Owners Academy Team P.S. If you’re feeling the pressure of navigating industry challenges like falling wool prices, shifting demand, or tough times on the farm, the 2026 TOP Producers Workshop is tailored to help you tackle these hurdles head-on. We’ve created this workshop to address the unique challenges farmers like you face, so you can stay ahead in the game. Secure your spot here.

Australia now has its own Wagyu of lamb and it’s changing everything. After more than 15 years of focused breeding, data collection, and persistence, Tom Bull and his team at LAMBPRO have achieved what many thought was impossible: the creation of KS7, a Marble Score 7 lamb, developed in partnership with Meat & Livestock Australia, Endeavour Meats, and chef Matt Moran. This high-marbling lamb delivers the same eating quality, juiciness, and tenderness that consumers love in premium beef. But this story isn’t just about a product. It’s about the vision, innovation, and belief that Australian lamb can compete on the global stage for the most discerning markets. Tom shares the journey from identifying high-marbling Hampshire Down genetics to developing grading technology that can now grade lambs accurately on the processing floor. He also reflects on what this means for producers and how the industry can evolve to attract young people, reduce labour, and build more efficient, profitable sheep enterprises. Specifically during this episode, we unpack:

• how genetic discovery and grading technology combined to deliver the world’s first Marble Score 7 lamb;

• how labour efficiency and youth engagement are shaping the next era of sheep production; and

• why Australia’s future lies in premium, not commodity markets, serving the “Uber-premium” consumer who values quality over quantity.

Tom Bull’s work is proof that persistence and vision can move an entire industry forward and that Australian producers are ready to lead the world in innovation and eating quality. You can learn more about Tom and his work at https://www.lambpro.com.au/ A huge thanks to Tom Bull for his time, insight, and unwavering commitment to raising the bar for Australian lamb. P.S. Innovation like Tom’s doesn’t happen by chance. It comes from clear goals, smart planning and bold action. The TOP Producers Workshop in Sydney on the 16th & 17th February 2026 will help you bring that same mindset to your farm business. Two days that change the way you lead, earn and grow. 🔥 Early bird tickets are on sale now for a limited time only! Click here to secure your spot.