What still matters in business: Lessons from regional Australia and the career of Richard Rains

In case you didn't know Richard Rains, he grew up on a mixed farming and grazing property in Dunedoo, NSW, a background that shaped not only his work ethic, but his lifelong understanding of people, opportunity, and the value of doing business the right way. Today, he stands as one of the most accomplished figures in Australian beef export, demonstrating that the principles forged in regional communities still matter and still work.

His career includes opening major global markets for Australian beef, convincing McDonald’s North America to use Aussie beef in their “All American” burgers, and supporting the growth of one of the world’s largest organic meat businesses. In 2012, the Export Council of Australia named him an “Australian Export Hero.”

But behind that success lies something much simpler: regional values applied on a global stage.

Key lessons that still hold true today

1. Regional upbringing builds resilience and ingenuity

Growing up in a small town school and working through tough times on the farm taught Richard to “think outside the box” long before he was doing international deals. When others shied away from risk, he found solutions, like structuring deals in Korea that others wouldn’t touch but that ultimately paid off.

This ability to adapt, innovate and persist is a hallmark of regional people and a foundation for strong business leadership today.

2. When opportunity comes, take it

When the chance arose to buy equity in Sanger, Richard didn’t have the money, but he made it work. That decision transformed him from an employee into an owner, sharpening his accountability and shaping the company’s growth from $50 million to $500 million.

It’s a reminder that fortune favours those willing to back themselves, something deeply familiar to farming families and regional entrepreneurs.

3. Your word still matters more than paperwork

Richard built entire supply agreements including multi-plant marketing deals, on handshakes, trust and performance. No contracts. No safety nets.

In regional Australia, an old school handshake still means something. And Richard showed that trust, consistency, and integrity can be powerful competitive advantages.

4. Scale creates strength

Richard understood the importance of scale and used volume to improve freight, insurance, banking, and efficiency benefits that flowed back to processors and producers alike. It’s the same principle we see in modern agribusiness: when regional operators work together, everyone grows stronger.

5. Relationships beat strategy

Richard’s breakthrough with McDonald’s North America wasn’t the result of a boardroom pitch, it came from a genuine relationship with a key industry contact. Genuine connections, phone calls, shared values. Trust built over time.

In regional business, relationships are still considered currency. Richard proved they still open doors that even the best strategies can’t.

6. Hire people smarter than you

We have heard this plenty of times but Richard built a team of strong thinkers and future leaders. He never feared being replaced, he saw it as a sign of a healthy business. His belief: strong people build strong companies.

7. Don’t be greedy and don’t burn bridges

Leave something in the deal for the next person, get paid on time, and treat people well even when it’s tough. These simple rules shaped his reputation and long-term success.

8. Food is one of the safest industries you can be in

From global financial shocks to pandemics, one thing has remained true: people have to eat. Richard reminded the next generation that agriculture and food production remain among the most resilient industries in the world.

So why does Richard’s story matter today, especially for regional Australia

Richard’s journey is proof that success isn’t defined by postcodes. It’s shaped by:

• Grit learned on the land
• Values instilled in small communities
• Relationships built over time
• The willingness to think differently
• Backing yourself when opportunity knocks

For us at James Bradford Rural, Richard’s lessons stand as a reminder that the principles that grow strong farms and resilient regional communities are the same principles that build major businesses and global influence.

His story reinforces something we see every day in the producers and regional families we work with:

Growing up regional doesn’t limit your success....it prepares you for it.

I encourage all of us to step up, stay curious, and chase the opportunities that are right in front of you. I certainly guide my 3 young boys towards this.

After all, as Richard says:
“There’s opportunity out there. Let’s have a go.”

James Bradford

Image source: Beef Central