Australia’s 2019 drought was one of the worst in living memory, devastating rural communities across the country. Crops failed, local businesses shuttered, and entire towns grappled with an uncertain future. The hardship went far beyond empty paddocks—it rippled through every corner of rural life, affecting families, schools, and livelihoods. It was in the midst of this crisis that Grace Brennan saw an opportunity to make a difference. That’s how Buy From the Bush was born. Her solution was simple yet revolutionary: connect rural businesses with urban shoppers through social media.
It all started from a dusty kitchen bench and little did she know that her idea would spark a nationwide movement, generating over $14 million in sales for rural businesses and showcasing the untapped potential of “invisible talent” across Australia. From jewellers whose pieces now grace Paris Fashion Week to artists shipping creations to Hollywood, Buy From The Bush has demonstrated the power of storytelling and connection.
Creating Connection Creates Impact
For Grace Brennan, Buy From The Bush isn’t just about driving sales—it’s about creating emotional connections that transform lives.
I wanted city people to understand what rural communities were going through and offer them a simple way to help.
Take the pearl jeweller from Trangie NSW, for instance. What started as a side hustle grew into a thriving business, culminating in an invitation to Paris Fashion Week. Or the artist who began painting Christmas cards during the drought and ended up creating commissions for Hollywood homes. These stories of resilience illustrate the deep impact that ecommerce, powered by connection and storytelling, can achieve.
“It’s about more than just the products—it’s about the people behind them. When urban shoppers connect with these stories, it becomes personal. And that makes all the difference.”
Tapping Into Untapped Opportunity
Grace’s mission also shines a spotlight on rural Australia’s hidden talent, a resource too often overlooked. Buy From The Bush has unlocked opportunities for countless small businesses, proving that rural talent has a place on global stages.
“There’s this unbelievable creativity in the bush that’s just waiting to be discovered.”
One of the most compelling examples is a farmer’s wife who turned her boutique retail store into a lifeline for her family during the drought. Once dismissed as “a nice little project,” her business became an essential revenue source, earning respect within her community.
“Cool things are happening in small places…And when businesses take the time to look beyond city borders, they uncover products and stories that are truly unique.”
For brands, tapping into rural talent not only diversifies their offerings but also creates meaningful social impact.
Simplifying for Scalability
Despite its success, Grace made the difficult decision to close Buy From The Bush’s marketplace and pivot to a curated directory model. The reason? Amplifying impact.
“We realised that chasing a traditional ecommerce model wasn’t aligned with our mission. Instead, we focused on what we were great at—storytelling and partnerships.”
By collaborating with organisations like PayPal and Meta, Grace was able to leverage resources and scale her impact without the logistical complexity of a marketplace. She needed a more streamlined approach to improve operationally and financially.
“Simplifying allowed us to focus on building connections and growing sustainably.”
This shift is a valuable lesson for ecommerce leaders. When complexity stifles growth, it’s time to simplify.
Bridging the Gap Between Commerce and Community
Grace Brennan’s work with Buy From The Bush shows us how ecommerce can transcend transactions to create real-world impact. By connecting rural talent with urban consumers, she’s turned adversity into opportunity, proving that success lies in fostering meaningful relationships. For businesses, her approach is a call to action: explore untapped markets, champion creativity in unexpected places, and align your operations with values that go beyond profit
