A man of the land

Bruce Hancock is a man whose life has been dedicated to the land and local agriculture, and this year he has been recognised for that commitment, as The Barossa’s Council’s Citizen of the Year, 2025.

Throughout his 40 years of service to South Australia’s agricultural industry, Bruce played a pivotal role in shaping the Australian lamb supply chain and fostering the next generation of agricultural professionals.

His journey in agriculture began with McBrides, where he worked as a farmhand in various roles, including animal health, dairy, and livestock advising.

Over the past 25 years, he made a significant impact as an industry development and livestock consultant, particularly in the lamb industry.

Bruce’s immense technical achievements include working alongside colleagues to increase consumer satisfaction by improving weight, lean meat yield and overall eating quality of lamb.

But it’s his humble and people-centric attitude that keeps him grounded, describing himself as a ‘generalist in agriculture’ who is focused on people.

“I’ve always loved people and found it rewarding to help them grow and develop,” Bruce said.

“I’m about making things happen, getting people to think outside the square and helping them realise their potential.”

When asked what has kept him dedicated to the industry over the years, Bruce put it simply, “It’s the people.”

“Just working with people, you know, shouldering arms with them, communicating, getting to know them, building relationships, you know. “That’s the gold, you know,” said Bruce.

“In the job, some people will run their whole career on a technology basis. Actually searching for the next bit of technology that gives a one per cent increase in production, and that sort of thing, and that’s been a part of me. But, ultimately, it’s the people.”

As a passionate advocate for youth education and development in agriculture, Bruce has long worked to connect young people with industry experts in the various facets of agriculture.

Bruce’s ‘open-door’ policy at the Davies Livestock Research Centre at the University of Adelaide Roseworthy Campus allowed students to connect with him directly, and as a result of his mentorship, many have gone on to secure their first jobs in the industry.

Bruce has positively impacted the careers of hundreds of students, helping to provide them with real-world experiences and the skills they need to succeed in what can be a challenging industry.

“Seeing them come in and grow over the years, watching them develop confidence and capability, that’s what it’s all about for me,” Bruce explained.

“You just can’t underestimate how important mentoring is, it’s about building relationships and helping people find their place.”

But Bruce’s impact on youth extends beyond mentorship.

He has been instrumental in creating opportunities for students through scholarships and internships, including the AIA-SA and AUASA Student Compendium, which has provided over 430 opportunities for students to connect with primary industries.

Beyond his work with youth, Bruce has been involved in numerous local producer groups, including the Barossa Improved Grazing Group (BIGG), Angaston Agricultural Bureau, the Gilbert Sheep Management Group, and the North Rhine Sheep Group.

His leadership within these groups helped shape the future and direction of the Barossa’s agricultural industry.

Bruce also contributed to local field trials, workshops, and projects, including the ‘Pasturecheck’ program, which focused on soil, pasture, and grazing training for producers.

His work involved various agricultural areas, including sheep genetics, animal health, and nutrition, with initiatives like the Life Time Ewe Management (LTEM) and Wean More Lambs programs.

His efforts throughout his professional and personal life have helped shape the region’s agricultural practices and will continue to benefit producers for years to come.

A proud member of the Angaston Agricultural Bureau for 30 years, Bruce’s contributions to local community projects have also been significant.

One project was the bronze recasting of the “Day Off Peter” statue on Angaston’s main street.

The statue commemorates the Barossa’s connection to a life working with agriculture.

“It’s not just about the statue, it’s about what it represents,” explained Bruce. “The connection between people and agriculture, and celebrating the importance of taking a break from the hard work.”

His commitment to volunteering extends to local initiatives and environmental conservation programs.

Bruce expressed his gratitude for the support he and his family received when they moved to the Barossa 32 years ago.

“From the moment we arrived, this community welcomed us with open arms,” he said.

“The Barossa has given me more than I could have ever hoped for, and I’m truly grateful for that,” he said.

“It’s about giving back and continuing to support those who come after you.”

Now retired, Bruce continues to be supportive of the Barossa Valley’s agricultural community.

He remains deeply committed to encouraging young people to enter the field.

Bruce also continues to advocate for sustainable agricultural practices, stating, “We need to keep evolving and improving, but it has to be sustainable.

“We have to look after every resource, land, water, and, most importantly, the people in the industry.”

Bruce Hancock’s lasting legacy is not only his contributions to agriculture and the Barossa Valley, but also to the people he says have kept him dedicated to the industry throughout the years.

“I need to thank the community for nominating me for the award,” Bruce said.

“You know, that’s been great.

“And thanks to all of my colleagues in the industry that have given me the opportunities to do what I’ve done.

“And obviously my family... my parents for instilling some good community and life values, and Erica, my wife and my daughter, Letitia.

“You know, I’ve given a fair bit to the industry and the community.

“It’s great that they have allowed me that space and scope to provide that time.”

Bruce’s recognition as The Barossa Council’s, Australian Citizen of the Year 2025, is a testament to his lifelong dedication to the industry and the people who make it thrive.