[PRESS RELEASE] R.M. Williams joins forces with National Rural Ambassadors

Agriculture Shows Australia's National Rural Ambassador finalists will be stepping out in style at the Royal Adelaide Show, with iconic Australian brand R.M. Williams unveiled as the official national uniform sponsor.

Seven finalists, aged 20-30, from across the country will be decked out in R.M. Williams as they vie for the title of National Rural Ambassador at the Royal Adelaide Show, August 30 to September 7.

Katie Stanley, Executive Officer of Agricultural Shows Australia, said they're delighted to partner with R.M. Williams.

"The brand is synonymous with rural Australia and dressing our finalists in R.M. Williams gear adds a special touch of pride and tradition as they represent the next generation of agricultural leaders," she said.

"We're proud to have R.M. Williams support these inspiring young people as they represent the future of agriculture."

Established in 1932, R.M. Williams shares a rich heritage with Agricultural Shows Australia, championing rural communities and blending decades of tradition with a forward-thinking focus on youth, innovation, and solutions to contemporary challenges.

"This partnership embodies the deep history, iconic Australian-ness, timeless values and traditions of both R.M. Williams and agricultural shows in Australia, while celebrating the future through young people in agricultural shows, communities and industries," Katie said.

It follows the gathering of Australia's brightest show leaders at the Agricultural Shows Australia national conference this year where the keynote speaker was R.M. Williams' CEO Paul Grosmann. 

With the theme, 'Reimagining an icon' the pinnacle event explored innovative ways to shape the future of Australia's beloved institutions: from agricultural shows big and small, to work boots.

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About the Rural Ambassador award

The 2025 National Rural Ambassador announcement will mark the grand finale of a year-long series of competitions held across Australia. Participants begin their journey at local shows, advance to regional and state-level contests, and ultimately compete on the national stage. The competition aims to find the next wave of rural leaders who are passionate about showcasing their communities, regions, and states.

"It's a fantastic opportunity for young people to share their ideas, gain hands-on experience, and connect with others from across their state and Australia who share the same drive and vision," Katie said.

The 2024 title went to Lachlan Johnson, a farmer and agricultural diesel mechanic from South Australia. Lachlan works at Wiese Farms, runs his own business, and plays a key role in the Mundulla Show as Vice President where has been instrumental in organising events like the Scrap Heap Challenge and Young Farmers Challenge.

Pictured: NSW Rural Ambassadors in R.M. Williams uniforms.

About Agricultural Shows Australia

Agricultural Shows Australia represents over 580 shows nation-wide and works to engage, influence and promote the essential value of Australian Agriculture.

Media contact

Katie Stanley

Executive Officer

Agricultural Shows Australia

+61 402 127 001

execofficer@agshowsaustralia.org.au

www.agshowsaustralia.org.au