About ICAN Rural
ICAN Rural is a small, dynamic agricultural consultancy specialising in understanding and facilitating change within Australian cropping industries. Established in 1995, by John Cameron as Independent Consultants Australia Network (ICAN) the company mission was to link researchers, technology providers, advisers and growers.
In mid-2026, the company was bought by Loretta Serafin, and the company name adapted to ICAN Rural but has retained the same vision and team to continue delivering research, adoption and extension outcomes for industry.
Our extensive in-house experience in the grains and cotton industries, coupled with our long-held knowledge of leading growers, agronomists and researchers in these industries sets us apart. Our network of consultants and recognised industry specialists comes from time in, and knowledge of, the industry.
Can ICAN assist you?
Training, extension and research
For many years, ICAN Rural’s conduct of research as well as the development and delivery of training workshops on a range of crop protection areas targeted to agronomists have been recognised within the grains and cotton industries as 'cutting edge'. Workshops developed by ICAN Rural for clients such as the GRDC, CRDC, State Departments of Agriculture and a range of commercial clients on topics such as managing herbicide resistance, maximising herbicide performance, integrated pest and disease management have been highly regarded.
Effective facilitation can have a huge impact on the uptake and application of an extension message, as well as being an integral component of general team and group management.
Communication strategies
Our long history of developing communication strategies in new technologies helps ensure that you will reach your target audience effectively.
We also have the industry experience and technical writing expertise to develop technical manuals, e-newsletters or other promotional support material.
New technology positioning
For a technology to succeed, a thorough understanding is needed of how it benefits the end user; its points of parity and differentiation with competing technologies and the optimal positioning of the new offering.
Our experience in developing business plans for multiple new technologies combined with a broad network of industry contacts, position ICAN Rural to help technology suppliers to understand their products potential positioning, to develop targeted end user value propositions and to develop a targeted and cost-effective communications strategy.
Staff
Loretta Serafin - Senior consultant/Director
Loretta has over 25 years’ experience in research and extension agronomy in the grains industry, primarily in northern NSW. Loretta worked for the NSW Department of Primary Industries from 1999 until 2026, where she developed communication, facilitation and research skills as a district agronomist in Moree, Gunnedah and Tamworth and as the Summer Grains Research Agronomist specialising in grain sorghum, sunflower and maize. Loretta was also the Leader, northern Farming Systems providing leadership and strategic direction to the NSW DPI research team for 5 years. Loretta served as a GRDC Northern Panel member. Loretta has recently joined the ICAN team, transitioning from a key role in the public sector to a new role with ICAN.
She has excellent technical skills in crop agronomy and extensive networks across the public and private sectors of the northern grains region. Loretta has been the recipient of a Churchill Fellowship (2006), Young Agronomist Award (2012), GRDC Seed of Light (2019) and has recently finalised her PhD focusing on sorghum agronomy in the low rainfall environment (University of Queensland).
Formal qualifications include PhD (Doctor of Philosophy, University of Queensland, 2026) B.Applied Science, Systems Agriculture (Uni of Western Sydney 1999), Graduate Diploma in Education (UNE 2004).
Mark Congreve - Senior consultant
Senior consultant, Mark Congreve has over 23 years in a wide variety of sales, marketing, extension, development and senior project management roles for a number of Agribusiness companies prior to joining ICAN in October 2011. Mark has extensive experience in a wide cross section of Australian and New Zealand agriculture including the grains, pulse, oilseeds, and cotton and horticulture markets. Demonstrated strengths are in the areas of weed, insect and disease management, application technology, biotechnology, market research, agricultural produce marketing and project management, both within Australia and internationally.
Formal qualifications include B. App. Sc. Hons. (Rural Technology) (Gatton 1987) and Certificate in Animal Husbandry (Gatton 1983) plus additional training in marketing, market research and project management including courses through AIM (Australian Institute of Management) and Thunderbird International Business School.
Erica McKay - Research Manager
Research Manager, Erica McKay has been with ICAN since 1995. During that time she has planned and coordinated numerous national R&D field research projects involving the services of specialist regional and industry specific consultants. In addition, has been involved in the design, implementation and reporting on several product tracking studies and product positioning studies. She has also managed the logistics and running of GRDC Grains Research Updates and various other conferences and workshops and conducted a broad range of technical writing from market analysis to extension, including co-editing and co authoring technical newsletters for Northern Grains Region advisers.
Formal qualifications include B. Sc. (Agriculture) Hons.(University of Sydney 1998) and Grad Dip IT (University of Technology) plus additional training in report writing,and project management including courses through AIM (Australian Institute of Management).
Andrea Mathers - Office Manager
In 2016, we welcomed office manager Andrea Mathers to our team. Andrea's wide range of skills, natural competence and friendliness fit perfectly with the ICAN team and the projects and consulting that we undertake. She has extensive experience in leading an office team, specialising in client relations, accounting and risk management. Prior to starting with ICAN, Andrea worked as an office manager in weather information services and before that, in emergency management consulting.
John Cameron - Senior consultant
John Cameron is an experienced trainer, facilitator, market researcher and strategic communications specialist. He has an extensive background in change management - particularly in the field of crop protection and especially in weed management and has also had extensive field R&D and agronomic advisory experience. His work pioneered the development of no-till farming systems in central Queensland in the early 1980's.
Formal qualifications include B.Ag.Sc.Hons (Melb 1981) and Cert4 in Training and Assessment. Plus additional training in marketing, market research, management process and leadership and project management including courses through AIM (Australian Institute of Management), Macquarie Graduate School of Management and other service providers. Mr Cameron is a fellow of the Australian Institute of Agriculture and the 2011 recipient of the GRDC Seed of Light Award.