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The Real Biz Life Chronicles
Unedited stories of Business, Branding and Life.
Banish boring as Tracy Fryer and her guests take a ride on the rollercoaster of being a business owner - or of simply being human! Get ready to learn exactly what it takes to grow with distinction and show mediocrity the middle finger. In this podcast Tracy interview’s authentic business owners, who share their story of building a successful business, their strategies behind their success and leading the way.
RAW. Honest. Unedited.
The Real Biz Life Chronicles
#086 Soul, Soil, & Sustainability with Brad Wisewould
What if the most powerful way to change the world starts with what we throw away?
In this episode of The Real Biz Life Chronicles, I speak with Brad Wisewould, a former concrete trucking business owner who risked everything to answer a deeper calling. He didn’t just want to build something. He wanted to restore something. Specifically, the land that raised him, and the future his daughter will inherit.
Brad is the founder of Carbon Ag Solutions, a regenerative agriculture company turning Perth’s urban waste into carbon-rich fertiliser for the country’s most depleted soils. But this isn’t just a conversation about farming. It’s a conversation about what happens when you choose integrity over popularity, resilience over convenience, and family over everything.
Brad opens up about the emotional cost of disrupting an industry that doesn’t want to be disrupted, and what it’s really like to lead through criticism, change, and personal sacrifice.
Specifically, Brad shares:
[06:15] The health transformation that changed how he saw soil and his own body
[12:30] The silent resistance to innovation in Australian agriculture
[15:00] How farmers are socially ostracised for choosing sustainability
[33:00] The suicide epidemic no one is talking about in rural WA
[45:00] Leadership lessons from running a cattle station the size of England
Mentioned in This Episode:
[10:00] Perth’s FOGO waste and how it’s transforming agriculture
[24:00] Political decisions that are tearing apart the lives of farming families
[56:00] How social rejection is the biggest barrier to soil innovation
[1:08:00] Why investors ignore agri-solutions that don’t “look good on paper”
About Brad Wisewould:
Brad is a farmer at heart, an innovator by trade, and a father above all else. As the founder of Carbon Ag Solutions, he’s leading the charge to regenerate Australian farming from the ground up. His work is bold, needed, and painfully ahead of its time.
Connect:
Website: carbonagsolutions.com.au
LinkedIn: Brad Wisewould
X: https://x.com/AgCarbon
Facebook: https://www.facebook.com/CarbonAgSolutions/
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About Tracy: Tracy Fryer is a branding powerhouse, speaker, and founder of Design Studio Perth and Trace Designs Bespoke. She’s dedicated to helping business owners and creatives build brands that truly reflect their values, passions, and long-term vision. As the host of The Real Biz Life Chronicles, Tracy brings raw, insightful conversations that push entrepreneurs to embrace bold growth, develop strategic branding, and lead with unapologetic confidence. Her approach is refreshingly real—blending deep expertise with a passion for authenticity, creative excellence, and business success.
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