SA’s 21 agenda setters of 2021: Thomas Foods chief executive Darren Thomas predicts country boom in the post-COVID world

This week The Advertiser will be revealing our top 21 agenda setters of 2021. Today Thomas Foods’ Darren Thomas predicts a regional boom.

A re-evaluation of what’s important in life in a post-COVID-19 world could result in people flocking to regional South Australia seeking a simpler, more relaxed lifestyle, according to Thomas Foods International chief executive Darren Thomas.

Mr Thomas said he would start advertising this year for workers at Thomas Foods’ new $300m meatworks, near Murray Bridge, which will open in 2022.

The campaign for staff will focus on offering more than just a job.

“What we are going to be promoting is a lifestyle and a job,’’ Mr Thomas said.

“We are certainly going to be looking at some of the new ways where we can attract people to what is essentially a regional area.

“It won’t be just a job, it will be looking at the attraction to, and promoting of, the regional community of Murray Bridge and areas nearby.”

Mr Thomas said for some people it “has taken a pandemic to maybe rethink what is important to them in life’’.

“Is it the excitement of living abroad and solely 100 per cent career-focused?” he said.

“Or do they want to try and get some balance between a good career and a lifestyle and living as opposed to the hustle and bustle that you may see overseas.’’

Thomas Foods’ new facility, about 10km out of Murray Bridge, will employ 500 people in its first stage and as many as 2000 when fully operational.

The abattoir will replace the Thomas Foods plant that was destroyed by fire in January 2018.

Darren Thomas at his property in the Hay Valley. Picture: Brad Fleet

Murray Bridge Mayor Brenton Lewis said the council would work with Thomas Foods to attract new people to the region.

“There is a real resurgence in young people wanting to raise their kids in a country environment,’’ Mr Lewis said.

“We have a lot of really good reasons for people to come here and work.’’

Premier Steven Marshall said the attraction of SA was it was “the safest state, in the safest nation, surrounded by a plethora of opportunities’’.

Thomas Foods also has operations in the US and Europe and Mr Thomas said the success of Australia and SA in handling the coronavirus pandemic had been noticed.

“I know a lot of people are thinking about coming back to SA,’’ he said.

“One of the great opportunities for this state is to continue on the very good job we have done of marketing SA as an attractive to place to invest and live.’’

Darren Thomas is one of The Advertiser and Sunday Mail’s 21 Agenda Setters for 2021 - discover where they came on the list, see others revealed each day this week and don’t miss the full list this Friday at 10am.