FROM the 21st floor of AWB headquarters in Melbourne, Gordon Davis showed not the slightest hint of mourning the loss of the single desk last week.
If anything the boss of AWB is pumped about wheat's "new world", his company's role in it and the marketing options he believes will germinate from this fresh field.
Asked what growers can expect to change this harvest and he says the short answer is "everything".
"I personally feel we'll see a lot of innovation in the market – you'll see a range of offers that didn't fit within the framework of the national pool," Mr Davis said.
But with innovation will come uncertainty – and he stressed growers did not have the luxury of taking 12 months to adapt.
* Extract from full report in this week's The Land and Stock & Land, July 10 issues.