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BENEATH THE BRIM WITH
Rob Armstrong
Sixth Generation Farmer
Six generations of farming have shaped Rob Armstrong's belief that the future of Australian agriculture depends on hard work, resilience and ensuring people never lose sight of where their food comes from. His story is one of legacy, purpose and an enduring commitment to the land.
For Rob, producing food isn't just a livelihood, it's a responsibility he carries with pride. Through every season, he continues to advocate for the people and communities that are the backbone of rural Australia.
A Life On The Land
WHAT DOES IT MEAN TO BE A SIXTH-GENERATION SHEEP AND CROP FARMER, AND HOW HAS THAT LEGACY SHAPED WHO YOU ARE TODAY?
Being a sixth-generation sheep and crop farmer has taught me that nothing worthwhile comes without hard work and determination. Over the years, I've learnt to respect the land, value the simple things in life, and remember that success comes from working hard, working smart, and never expecting a free ride.
WHAT DOES WEARING AN AKUBRA MEAN TO YOU, BOTH AS A FARMER AND AS AN AUSTRALIAN?
An Akubra is one of Australia's most iconic symbols. It's comfortable, practical and belongs just about everywhere, except the shower. It represents resilience and the Australian spirit, and I don't think there's any reason to change something that isn't broken.
Farming, Food & The Future Of Rural Australia
WHAT HAS A LIFETIME ON THE LAND TAUGHT YOU ABOUT FARMING, RESILIENCE AND THE RESPONSIBILITY OF PRODUCING FOOD?
Life on the land teaches you very quickly that rain is everything. Farming isn't easy, and every season brings new challenges, but we keep going because we love our animals and we love the land. There's an enormous sense of satisfaction when you get things right, and it's a real honour knowing you're helping feed around 80 million people through Australian agriculture.
FARMING HAS CHANGED ENORMOUSLY OVER SIX GENERATIONS. WHAT HAS EVOLVED THE MOST, AND WHAT HAS REMAINED THE SAME?
Technology has transformed the way we farm, but some things never change. Sheep are still sheep, and they're still a lot of work. The values that have carried our family through six generations - hard work, resilience and determination - are just as important today as they've always been.
Advocating For Australian Agriculture
WHY IS IT SO IMPORTANT THAT AUSTRALIANS UNDERSTAND WHERE THEIR FOOD COMES FROM?
People need to remember that their food comes from primary producers, not supermarkets. Bridging the gap between city and country has become more important than ever, because rural communities are too often forgotten. We need more people to understand the role farmers play, and we need future generations to see farming as something worth pursuing. After all, if no one wants to become a farmer, who will feed everyone?
YOU'VE BECOME A STRONG ADVOCATE FOR RURAL AUSTRALIA. WHAT DRIVES YOU TO KEEP SPEAKING UP?
I've always seen myself as an accidental leader, but I believe it's important to speak up for rural communities and Australian agriculture. It's not just about farming—it's about making Victoria, and Australia, a better place for everyone. I want politicians to listen to people's concerns, do a good job, and never forget the people who gave them that opportunity.
SHOP
ROB'S STYLE
New
R.M. MID BROWN
Sale price$360.00
New
COOBER PEDY MOOSE
Sale price$380.00
CATTLEMAN BRAN
Sale price$340.00
