Just outside The Rock in the Riverina, Emma and Joel Sim along with their four young children, operate a farm of 1700 acres, guided by a long-term vision for the land.
Their story is a little different. Although both Emma and Joel grew up in Sydney, their connection to agriculture runs deep. For five generations, the women in Emma’s family have played a leading role in the farming business, a legacy that continues today. It was this legacy that led Emma and Joel to leave Sydney and move to Avalon Farm.
Historically, Avalon Farm operated as a mixed farming enterprise, though in recent years, Emma and Joel have made a strategic decision to reduce cropping and focus more heavily on lambs and wool. This shift has gone hand in hand with their move toward regenerative farming practices, a choice driven as much by personal values as long-term business sustainability.
Running a flock of 1200 ewes in a self-replacing system, they have moved toward a dual-purpose Merino, with 50% of the flock joined to terminal rams. Beyond the farm gate, Avalon Farm has also diversified with Avalon Farmstay. Inspired by their Sydney upbringings, they have renovated their 1920’s farmhouse into a modern B&B, providing an avenue to connect with the country, no matter the guest’s background.
Their path to Gundagai Lamb began in 2023, during a downturn in the lamb market. At the time, Emma and Joel were supplying lambs to a local butcher, a restaurant, and some direct-to-consumer customers, all of whom provided strong feedback on eating quality. They knew they had a high-quality product and were not prepared to accept that there were no better options.
After reading about Gundagai Lamb’s pricing structure, which rewards eating quality, they made the call. It proved to be a turning point. From the outset, the focus on quality, measurable data, and continuous improvement aligned with Emma and Joel’s business goals. Detailed feedback on individual lambs has allowed them to track performance, identify areas for improvement, and make more confident management and breeding decisions.
The 80c/kg GLQ5+ bonus has also reinforced their belief that recognising and sharing success ultimately benefits everyone in the supply chain. Just as important to them has been the direct connection to customers. Knowing how the product is received and enjoyed worldwide provides a level of feedback that is both motivating and rewarding.
The practical support has made a real difference on farm. Feedback from the Gundagai Lamb team, combined with insights gained through Gundagai Lamb run producer workshops and Lamb Data Analysis, has given Emma and Joel a clear roadmap for what is required and how they are tracking. In particular, their involvement in the Precision in Practice group has further strengthened their knowledge, confidence, and decision-making.
Looking more broadly at the industry, Emma and Joel have noticed a growing consumer interest in provenance and transparency. People want to know where their food comes from and how it has been produced. At the same time, global demand for lamb remains strong, both from long-time lamb connoisseurs to first-time consumers alike. Emma and Joel see this as a huge opportunity. A great first experience can create a customer for life, while a poor one can do just the opposite. That is why eating quality matters so much to them – it is not only important so that one consumer enjoys their meal, but is vital to the long-term sustainability of the industry.
When it comes to enjoying lamb themselves, Emma and Joel keep things simple. Emma’s favourite is a classic lamb roast, which she happily transforms into a summer lamb roast salad with roast potatoes, spinach, feta, sun-dried tomatoes, and homemade pickled red onions. Joel finds it hard to move past a good lamb cutlet, straight off a hot barbecue. Rumour has it that it’s his favourite part of the Precision in Practice Workshops.
For Emma and Joel, the greatest satisfaction comes from producing a high-quality product in a way that aligns with their values and being recognised for that effort. Working in partnership with Gundagai Lamb has given them confidence, clarity, and a genuine sense of shared purpose.
According to Emma and Joel, managing their operation in line with their core values, being rewarded for performance, and knowing their lamb is being enjoyed by customers around the world feels pretty special.
And, we couldn’t agree more.