In farming, success rarely comes without its share of challenges. But as Matt and Hayley Watson’s remarkable story proves, resilience, innovation, and a commitment to values can transform even the toughest circumstances into opportunities for growth.

A few weeks ago, I had the privilege of interviewing Matt and Hayley on the Profitable Farmer Podcast. Their journey — from a devastating biosecurity crisis to rebuilding a thriving farm business — is a powerful example of what’s possible when determination meets strategy.

While the Watson’s operation centres on pasture-raised eggs, the lessons from their story can transcend into any farming enterprise. They apply to all farm operations — large or small, crop or livestock, conventional or organic. If you’re a farmer navigating risks, making tough decisions, and aiming for long-term growth, this story is for you.

The Rise: From Humble Beginnings to Thriving Operation

Every successful farm begins with a seed of possibility. For Matt and Hayley Watson, that seed was planted on a modest 10-acre block in Queensland. Like many Australian farmers, they began with a dream —a vision of creating something meaningful for their family and future. Armed with determination and eager to learn, they set out to turn that dream into a reality.

Their early days were marked by trial and error. Matt’s background as a boat builder and Hayley’s knack for financial management became the unlikely foundation of their venture. They tried their hand at growing vegetables but quickly realised cropping wasn’t for them.

Instead, it was their backyard flock of 20 hens that sparked a realisation: eggs were in demand, and the market was hungry for high-quality, locally produced food.

That realisation led to action. Starting small, they invested in their first mobile hen trailer and grew their flock to 650 birds. Hayley cold-called grocers, pitched their eggs to local retailers and found customers who shared their values of quality and sustainability. Their persistence paid off as demand for their pasture-raised eggs grew.

Over the next five years, they transformed that modest start into a thriving operation with over 9,000 hens. Their farm generated more than $1.2 million in annual revenue—a testament to their grit, resourcefulness, and dedication to continuous improvement.

A pivotal shift came as their journey flourished with Farm Owners Academy’s Platinum Mastermind program. With support from their coach Allison, Mastermind Group and the FOA Team, they transitioned from doing everything themselves to building a team, creating efficient systems, and stepping fully into leadership roles. They learned how to work on their business, not just in it, setting themselves up for long-term success.

But as every farmer knows, no amount of preparation can fully protect you from the unexpected…

The Fall: Facing a Crisis Head-On

In early 2023, their farm’s success story was abruptly interrupted. A suspected biosecurity breach in their operation triggered a crisis that would bring their business to its knees. What began as a routine inspection escalated into a disaster.

Within days, they were forced to recall their entire product line, cull their entire flock, and destroy critical infrastructure. Years of hard work were destroyed.

It was the kind of crisis every farm business owner dreads. Moments like this don’t just test the strength of your business, but the depth of your character. For Matt and Hayley, it was a gut-wrenching blow.

The financial losses were staggering. The emotional toll was even greater. Their livelihood, team, and vision for the future all seemed to hang by a thread. Many would have walked away, defeated by the weight of it all.

But Matt and Hayley chose a different path. Refusing to let the setback define them, they made the courageous decision to rebuild — not just their farm, but their entire approach to farming and business.

Their response was nothing short of remarkable. They took stock of their resources, leaned on their support network, and set a bold new plan in motion. Guided by the principles they had learned in the Platinum Mastermind program, they reimagined their business with an eye toward resilience, efficiency, and future-proofing.

This was more than a restart — it was a complete reinvention.

For every farmer in Australia, the Watson’s story is deeply relatable. Whether it’s battling a drought, rebuilding after a flood, navigating fluctuating commodity prices, or facing regulatory changes, farming is unpredictable and challenging. Yet, the Watsons’ journey reminds us that even in the darkest moments, there is hope.

Through resilience, clear thinking, and a strong support network, it is possible to weather the storm and come out stronger on the other side.

If you would like to find out more about the Platinum Mastermind Program and whether this is right for you and your business, click here to book a complimentary call with one of our team.

The Rebuild: Turning Crisis into Opportunity

Rebuilding wasn’t just about getting back to where they were — it was about learning from the past, and building something better. This is how the Watsons transformed their operation, and how these strategies can apply to any farm (even your own):

1. Strengthening Risk Management

The Watsons learned the hard way that risk management isn’t just about compliance — it’s about building a foundation of resilience. They overhauled their systems to minimise vulnerabilities: 

• They implemented clear biosecurity protocols and stringent practices to safeguard their operation from future risks. 

• They completed regular audits and established a habit of reviewing their operation regularly, ensuring no blind spots were left unchecked.

Every farm faces risks, whether from pests, diseases, extreme weather, or market fluctuations. The key is being proactive rather than reactive and knowing your numbers.

2. Building Efficient Systems

The Watsons recognised that inefficiency was costing them time, money, and peace of mind. They streamlined their operation, focusing on scalability and profitability.  

• Uniformity: They standardised equipment and processes to reduce labour costs and improve output. For other farmers, this might involve upgrading machinery, optimising irrigation, or automating repetitive tasks.
• Strategic Investments: They focused on equipment and systems that delivered the highest return on investment (ROI).

Efficiency is universal. Whether you’re harvesting wheat, running cattle, or growing avocados, refining your processes creates more room for growth and profitability.

3. Aligning as a Team

Ensuring clear roles and strong communication became the cornerstone of their recovery. Matt and Hayley embraced their strengths — Matt focused on operations and strategy, while Hayley managed finances and planning.

For any farming family or business, alignment is crucial. Clarity in roles, regular communication, and shared goals reduce conflict and improve decision-making.

4. Prioritising Work-Life Balance

Farming often feels all-consuming, but the Watsons learned the importance of creating boundaries between work and home. By physically separating their home from their farm and setting guidelines on work hours, they achieved a healthier balance.

This isn’t just about mental health; it’s about sustainability. Burnout helps no one — not your family, your farm, or your future.

Lessons to Take Away and Strategies You Can Implement in Your Farm Business

Matt and Hayley’s story isn’t just about overcoming a crisis, it’s about transformation. Their journey perfectly illustrates the principles of the TRANSFORM layer in the Farm Owners Academy TOP Producers Model. By applying simple, cost-effective strategies, they unlocked new opportunities and strengthened their business in ways they never thought possible.

If you’re new to the TOP Producers Model, we recommend reading our Freedom Farmer blog article: Grow Your Farm Business Like a Tree. It outlines how to build a thriving farm business step by step, with the TRANSFORM layer as a crucial part of the process.

Here’s how you can apply the TRANSFORM principles to your farm:
 

1.  Tune In – This is the first step in the TOP Producers Model is — to shift your mindset to that of a winning entrepreneur. Matt and Hayley’s journey shows just how important this is. When their business was thriving, they had complete belief in their vision and took full responsibility for their success. But when disaster struck, they had a choice: let the crisis defeat them or take control of their response. Instead of seeing their situation as a failure, they reframed it as an opportunity to rebuild stronger than before. They surrounded themselves with the right support network, stayed focused on what mattered most, and made confident, strategic decisions that helped them recover and grow. By maintaining a winning mindset, they positioned themselves to take advantage of new opportunities even in the face of adversity.
   
    
2.  Take Stock – Leverage What You Already Have. Rather than starting from scratch, Matt and Hayley focused on making the most of their existing resources. They refined their systems, implemented new efficiencies, and strengthened their team. Taking stock of your farm’s assets — whether it’s land, equipment, knowledge, or relationships — allows you to build resilience and unlock low-hanging fruit that can quickly improve profitability.
   
    
3. Take Control – Implement Small, Impactful Changes. Transformation doesn’t always require massive investment. The Watsons focused on incremental improvements: better biosecurity, streamlined processes, and stronger team alignment. By taking control and making small, strategic changes, you can create a more sustainable and profitable farm business — without unnecessary complexity or cost.

Matt and Hayley’s comeback story is proof that even in the face of adversity, transformation is possible. By applying the principles of Tune In, Take Stock, and Take Control, you can future-proof your farm and build a business that thrives.

If you’re ready to take the next step in transforming your farm business, the Platinum Mastermind Program can provide the tools, support, and strategies you need. Click here to book a complimentary call with one of our team and discover how you can create a more resilient and profitable farm today.

So, what’s your next step?

Are your systems as efficient as they could be?

Do you know your numbers inside and out?

Are you aligned with your team, family, and goals?

Wishing you a successful and well-planned 2025.

Sam Johnsson and the Farm Owners Academy team
CEO, Farm Owners Academy

P.S. To check out Watson Family Produce, click here. Or, if you are interested in egg production for Watson Family Produce click here.

P.P.S. Ready to take your farm business to the next level? Our Complimentary Coaching Calls are designed to give you the clarity, tools, and strategies you need to succeed. Book your spot here and start making real progress today.

P.P.P.S. To listen to the full episode of Matt and Hayley’s interview click here for Apple Podcasts and here for Spotify.