Elders is an Australian agribusiness that has been around for 175 years. The company has been through some ups and downs in that time, and has recently returned to its agribusiness roots after many years of diversification. For their 175-year anniversary, they really wanted to celebrate their long history, and the fact that at their heart, they are still an agribusiness.

The idea
Elders staff are recognisable in an auction crowd by their pink shirts and the ‘little red book’ they carry, so of course, the book made for them was always going to be the ‘big red book’. Elders had already published two histories, now many years out of date, so these books were used as resources, and then the more recent history was filled in with the stories uncovered through interviews.