CATTLE farmer Stuart Barrett is the fifth generation of family living and working on his Thangool property.
It comes as no surprise, then, that he is serious about sustainable farming.
This is one of the reasons he is actively supporting the recently launched Target 100 - Australia's largest initiative to deliver sustainable farming practices by 2020.
Described as "the place to meet Australian cattle and sheep farmers through social media and join in open discussions with opinion leaders, environmentalists and leading chefs or participate in monthly live forums", Target 100 aims to educate people about how the food ends up on their table.
"I think Target 100 is a great avenue to assist in bridging the urban-rural divide," Mr Barrett said.
"I recently married a city girl, and every time we head back to Brisbane people are always asking about the process out on the farm. I think people are absolutely curious.
"Of course we'd love to get everyone out to a farm to show them what we are doing firsthand, but that's not practical. That's why we've developed Target 100 as a way to encourage Australians to jump online and ask a farmer a question or just take a look at what we are doing with the videos, photos and case studies on the website."
Mr Barrett said the imitative was about the industry inviting Australians to find out more about what farmers did to produce nutritious food in the most sustainable way possible.
"Sustainability isn't something new for us. Many families like mine have been doing this for five generations and over this time we've adapted our practices as new research has highlighted ways to improve our practices," Mr Barrett said.
Mr Barrett said it was important for him to be able to communicate the practices he adopts on his farm.
"This is a big opportunity for agriculture to be able to tell our stories and advocate what we do," he said.
"I know I'd prefer to tell my story of how I treat my cattle then have someone else assume what I do.
"What some people don't understand is a happy animal is a happy business."
For more information head to the Target 100 website at target100.com.au.