As Norco Primex 2025 wrapped up yesterday, Bruce Wright, the event coordinator, reflected on what has been produced, the difficulties, the highlights, and what happens from here.

“We've had a great bunch of exhibitors come in this year, and I think they're a lot more understanding of the conditions that the whole North Coast has been facing. So the weather continues to be a challenge to all of us, but overall, it's been all very positive,” Bruce explained.

The weather impacts the success of the show - the vendors and the visitors, Bruce confirms that. But the people at the show were there - not avoiding it because of an external force, but adapting to the conditions.

(Gumboots were standard attire for Primex 2025)

“Everyone's over the rain. But I think, since the floods, it's like everyone's over the whole finding resilience. It’s built into people naturally - they want to drive forward and find the opportunity.

“It has been said that mud makes money. Look at what's happening in South Australia and Victoria, where they've got concrete ground. They can't plant, it's hard to do anything. So it's a weighing up of the type of challenge you've got, and then working out how you're best to move through that.”

Bruce explains that solutions, possibilities and workarounds are part of why Primex exists - to provide alternatives and better ways to do things.

“The highlight when I put this event on is the fact that there are more opportunities coming to light. It's not one specific stand, but when you've got the industry groups here that can advocate, like the soybean growers and Soy Australia, providing that whole Paddock to Plate experience.”

Primex is the only show of its kind between Newcastle and Bundaberg, and Bruce believes this is why the show is so important to such a productive area.

“There are so many different organisations coming here and supporting industries that we need. In lots of ways, the relevance of Primex is based on the fact that there is not a huge amount of support nearby.”

Bruce is well aware of the benefits of a show of this calibre. “We've proven for years now that we average about $40 to $70 million worth of sales generated in the 12 months following the event.

(At the Working Dog Auction, the first dog sold for $18,500)

“Our farm gate production value is over a billion dollars. But one highlight last night was the farmers. Without it, we don't get out there and praise them and say, these are all the great things we're doing as a farming community.

“When we all come together, all sharing experiences, you know what innovation there is. That's probably a part of the celebration for Primex, because it's the only event that covers all agriculture.”

So what makes Primex such a success? Bruce thinks it is in the collaboration that opens up for the region.

“Primex advocates for the region. We've all got to come together, and we've all got to be more united in standing up for our region and looking for the things that are going to improve: lifestyle, business and all those elements going forward. 

“When it comes down to investing in something significantly, people want to have a face-to-face contact, find out more, and have that sort of shop front conversation, despite so much being online.

“Also, farmers in our region are conscious that they're also looking for multiple revenue streams. They can't just rely on putting all their eggs in one basket for one industry. One alternative is looking at accommodating people on the farm as a revenue stream - it has become a popular choice.”

Bruce is happy with the success of the off-site events that Primex has coordinated and how that deepens the conversations for the agricultural industry. The Young Aggies that were launched this year, networking events and discussions to name a few.

“In 1985, when my father first started, it probably had about 40 exhibitors. They were probably 90-something per cent local businesses and dealerships. And now it's evolved. 

“There's a huge appetite for Primex, and that was shown last year. I think it's just things like the weather conditions, and this year with the federal election and cost of living that has affected the vendor numbers. We've had a good range of visitors coming through despite everything.” 

Bruce looks forward to getting feedback from those who have attended this year, to delve into what worked and what can be improved on, as tomorrow's job is to start preparing for 2026!

(Bruce Wright and Bella, the brains behind Norco Primex)