A century in business might suggest tradition, but at South Australian vegetable producer AE Cranwell & Sons, the focus is increasingly on what comes next.

The family business has been growing Brussels sprouts for 100 years. And while business owner Robert Cranwell remains heavily involved, the next generation is taking on a larger role, with Josh Cranwell and his sister Erin helping drive the business forward through technology, export development and diversification.

© A E Cranwell & Sons

Despite challenging weather conditions, Josh says the business has continued to deliver strong quality and consistent supply.

“It’s definitely been a lot drier than average with the weather,” he says. “But we’ve invested a lot in irrigation infrastructure and technologies such as soil moisture probes to make more informed decisions.”

© A E Cranwell & Sons

Those investments have helped offset the impact of ongoing dry conditions across South Australia. “Last year would have been our driest year, and this year’s been almost equally as dry as well,” Josh says.

“Look, in terms of growing we’ve made decisions so that it doesn’t affect us, but obviously we’d love rain. Nothing’s better than a good rain.”

As crop production manager, Cranwell says water security remains one of the biggest priorities for the business. “There’s always labour issues of course, but in terms of growing, rain’s always one,” he says. “And especially with the River Murray issues, water availability. That’s something that we’ve focused on, making sure we’ve got enough water security and delivery for now and looking into the future as well.”

The business harvests Brussels sprouts year-round from farms in both South Australia and Western Australia, although winter remains the peak season.

© A E Cranwell & Sons

Despite the dry conditions, the sprouts are looking good and eating well. Josh says, “Yeah, the quality is really good; they’re consistent; we’ve got a consistent supply.”

He attributes that consistency to careful planning and a willingness to adopt new technology.

“The implementation of new technology has helped us have better quality year-round, which is our goal,” he says. “We’re always trying new things to improve, but our main goal always is quality over yield. Because you can always sell quality. You can’t always sell yield.”

While the company supplies major retailers and independent customers across Australia, exports are becoming an increasingly important part of its future strategy.

Josh says, “Our main focus would be keeping a reliable supply for our existing customers, but we’re also looking out for opportunities.”

Exports are a way to find those opportunities, with the Australian market somewhat saturated.

“Japan has been one big market for us,” he says. “My sister and I have been to Japan a few times to try and push that export. A little bit into Korea at the moment as well, so that’s a side of the business we think we would like to grow into. Our future strategic plan would be to push more export, and we definitely do have the capacity.”

© A E Cranwell & Sons

With domestic Brussels sprout consumption relatively mature, export expansion is one avenue for growth. Another is diversification.

“In the last five, six years we’ve started growing more crops as well to push that growth within the business,” Cranwell says. “We grow potatoes and carrots now.”

Beyond creating new revenue streams, diversification is also improving agronomic outcomes. “It’s helping; we’re looking after our soil better, we’re getting good rotation,” he says. “Soil health is for me a big component of why we have such good-quality Brussels sprouts. Having those other crops allows us to look after that soil, have longer rotations, and it’s a better, healthier soil, giving us a better product.”

For more information:
Josh Cranwell
A E Cranwell & Sons PTY LTD
Tel: +61 448 881 527
[email protected]