Group 9 Farming Heartland

Segment 35: Graziers & Growers

Graziers and Growers represent the farm managers, owners and labourers operating across rural Australia. Household composition is usually middle-aged married couples, often with teenage children still living at home. Typically, these properties are higher intensity farms than those of the Traditional Agriculture segment, and can usually be found closer to rural towns or regional centres. Household incomes range from middle to low, however many of the necessities of accommodation and utilities are often supplied by their employer. The proprietors and property owners are likely to have substantial savings and investments, while the workers are likely to have very modest amounts.

Many own their home, with low mortgage repayments and property values. For those that rent, weekly payments are minimal with many paying less than $50 per week. Many own more than one car, typically an older model.

Credit demand for this segment is very low, and for those few who do apply for credit, there is little risk for potential lenders.

A meal at a pub or restaurant, or a day at the races is commonly enjoyed amongst the Graziers and Growers segment. This is a rather active segment that enjoys playing sport and travelling within Australia, as well as attending a range of cultural activities.

Local newspapers and magazine titles including Country Style, Notebook and RM Williams Outback are popular reading material. A wide range of television programs appeal to these households, with a number of programs on the ABC being of interest, as well as those screening rugby union.

Graziers and Growers segment are technically savvy, with access to the Internet common and quite frequently used. The Internet provides a convenient shopping channel for this segment with a range of goods being purchased.

Households found located within the Graziers and Growers segment are unlikely to read any direct marketing material apart from retail catalogues.

Examples

Towns & suburbs in this segment

  • ACT:

    Uriarra, Tharwa

  • NSW:

    Kempsey, Dubbo, Orange

  • NT:

    Cox Peninsula, Marrakai

  • QLD:

    Gympie, Sarina, Gin Gin

  • SA:

    Strathalbyn, Nuriootpa, Gawler Belt

  • TAS:

    Bicheno, St Helens, St Marys

  • VIC:

    Irymple, Traralgon, Korumburra.

Disclaimer: Owing to the nature of segmentation, information provided in a segment descriptions is indicative only. Images are broadly representative of characteristics associated with group descriptions.