Growers showcase Queensland’s sweet side

Hosted in partnership with Sunshine Sugar and Sugar Research Australia, the sugarcane stand has become a crowd favourite in the Ekka’s Agricultural Hall, drawing thousands of visitors each year and proving there's still plenty of curiosity (and pride) in the industry that helped build regional Queensland.

The stand’s popular virtual reality experience is back, giving people of all ages the chance to step inside the life of a cane farmer – from paddock to harvester to mill and beyond. New high-quality headsets and immersive 360-degree footage will offer a fresh take on the story of sugar.

But it’s not just the industry telling its story – real cane growers will be on the stand throughout the week, chatting with visitors, answering questions, and sharing what life on the land is really like. 

Visitors also regularly bring their own stories – from childhood holidays in cane country, memories of chewing stalks straight from the paddock, or family connections to the industry. These shared yarns help bridge the city-country divide.

CANEGROWERS Chairman Owen Menkens, who’ll once again spend time on the stand this year, says it’s one of the best chances the industry has to connect directly with the public.

“When you work the stand, you realise how many people have fond memories or a real interest in sugarcane,” Mr Menkens said.

“They remember the smell, the taste, the sound of cane being cut – and they’re genuinely keen to hear how farming works today. As growers, it’s great to be able to share that first-hand.”

The Ekka stand offers an insight into modern cane farming – clean, green and high-tech – and a rare opportunity to set the record straight on what the industry looks like in 2025. 

It’s also a chance to highlight where the industry is headed, with growing opportunities in green electricity, sustainable biofuels like aviation fuel, and bioplastics made from cane fibre and by-products – all part of a smarter, more sustainable regional economy.

“The Ekka gives us a voice, and we’re proud to be front and centre again this year,” Mr Menkens said.