Te Mania Angus, a dominant force in the beef cattle genetics industry for more than 50 years, is now being recognised for its podcasts.
RawAg, produced by ACE radio and Te Mania, has been named a finalist in the Australian Commercial Radio Awards - in the best original podcast (branded) category.
It pits Te Mania against major national networks such as Southern Cross Austereo, which also has finalists in the same category.
Te Mania Angus podcast host Tom Gubbins said launching the podcast was "one of the best decisions we ever made".
He said plans for the podcast to become a powerful marketing tool for Te Mania Angus and a platform to regenerate the perception of the agricultural industry and community, were ambitious "to say the least".
"However, joining forces with ACE radio in nearby Warrnambool, was an equally good call as the team there - Kate Meade, Keegan Scilini and Peter Headen - have taken our project under their wings and helped turn RawAg into one of the most successful podcasts in its market," Mr Gubbins said.
"The RawAg podcast goes out every fortnight and we have a lot of fun with our guests - and our listeners get a lot out of them as well as each fortnight has a new, and different, focus.
"RawAg is a pivotal part of our broader marketing strategy and we look forward to it continuing in its growth and momentum."
He said RawAg, engaged the immediate agricultural community and the wider urban population through sophisticated agriculture-focused conversations, debates, studies, and discoveries.
Te Mania Angus had also received a lot of positive and interested feedback to the podcast since it launched.
You can listen in to every episode of RawAg on your favourite podcast app or visit temania.com.au.