Bruce recognised for years of service to agriculture industry

As published in the Bunyip by Jem Nash

January 22, 2025

Barossa Citizen of the Year Bruce Hancock at the ’Day Off, Peter’ sculpture at Angaston Memorial Reserve, which the Angaston Ag Bureau unveiled in 1988 and then helped restore in 2008. PHOTO: Jem Nash

Bruce Hancock (Member of Angaston Ag Bureau) has been recognised for more than four decades of service to the agricultural industry in the Barossa Valley and wider region, being named Citizen of the Year for The Barossa Council’s Australia Day awards.

Mr Hancock moved to the Barossa around 30 years ago, settling in Nuriootpa, working for the Department of Primary Industries where he has spent more than 40 years in a wide range of roles.

His key area of expertise has been in the prime lamb industry and has been a strong advocate of youth education, mentoring hundreds of aspiring agriculture students.

“That career has been an honour and a privilege, but it’s the foundation of why I can give back to the students,” Mr Hancock said.

“I actually understand the lamb supply chain, but I also have a good understanding of the business of agriculture.”

Mr Hancock is an active member of the Barossa community, and has been a key member of multiple farming groups.

He has been a member of the Angaston Ag Bureau for more than 30 years, and was also a foundational member of the Barossa Improved Grazing Group (BIGG), where he was given life membership in 2020.

The ag bureau has provided bursaries for local students to attend industry competitions, who will then report back to the bureau about their experience and what they learned.

“They’re so confident and they’re so happy that someone gave them a chance and were pre-pared to sit and listen to them about their experience,” Mr Hancock said.

“That’s a great way for us to give back and empower the community.”

Mr Hancock said he was very surprised to learn he had won the Citizen of the Year award, feeling like he was “a bit of an imposter” compared to previous winners.

“But I’m very privileged and honoured to think some people in the community have acknowledged and valued me efforts,” he said.

As he looks back on his career, Mr Hancock said he enjoys that no two days are the same and has loved watching the technology in agriculture evolve.

What really sticks out, however, is the people he has worked with and the connections he has built.

“In the latter part of my career, I’ve quickly re-alised that if we actually want to practise change… you’ve actually got to facilitate and empower the people,” he said.

“You have to understand how people work and think and you work alongside them and coach them, rather than tell them.

“Come and stand beside the people and shoulder arms with them and work with them and understand how people work. That’s very empowering and stimulating.”

Mr Hancock will be presented with his award alongside the other winners at The Barossa Council’s Australia Day ceremony at Tanunda Show Hall from 8am.



Read the article on the Barossa Council's website HERE